After 2020, which resulted in a sharp acceleration in the number of subscribers to SVOD services in France, the middle of 2021 marks a halt in the growth of this market: for the first time, the subscription rate for this type of platform fell in France, according to the “OTT Services Barometer” designed by Harris Interactive for NPA Conseil.
In detail, in June 2021, 49.8% of French Internet users above 15 years old were subscribed to at least one SVOD service. The figure downs for the first time, as it is below the 50% mark, after a peak at 52.8% in March 2021. On average, French users are subscribing to 1.9 service per home.
"Perhaps this is the start of a plateau effect, a kind of saturation threshold around 50%. However, this is much more than what historically what pay TV had known in France, since we had rarely exceeded 30%,” noted Philippe Bailly, President of the NPA Conseil cabinet.
Regarding platforms, over the last three months, Netflix lost nearly three points to reach 37% of penetration rate in June 2021, making room for Amazon Prime Video and Disney+ to strengthen their own share. Over the period, both services gained 1.2 points to 22.9% (+8.4% year on year) and 0.4 points to 15.4% (+5.2% year on year), respectively.
The penetration rates for OCS and Salto were 7.3% (+0.3 point) and 1.8% (+0.4), respectively. At the same time, NPA Conseil forecasts that TF1, France Télévisions and M6 joint platform Salto could hope to double its subscribers base and pass the one million mark in the coming months.
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