There were 78 SVoDs available in France in 2020, up from 63 in 2017, and 22 million viewers (46 percent of broadband users) accessed at least one platform, spending 15 euros per month on it, a budget that remains stable in the face of the multiplication of offers, according to a report from the Superior Audiovisual Council (CSA) and the High Authority for the Dissemination of Works and the Protection of Rights on the Internet (Hadopi).
With the enactment of AVMSD directive, global platforms Netflix, Amazon Prime Video, and Disney+ are expected to invest €230 million into French production. According to regulatory body CSA, “in the years to come, the market conquest will illustrate more in terms of a number of subscribers than in terms of a number of subscriptions per subscriber”.
Since the arrival in France of Netflix in 2014, the consumption of these platforms has followed “an upward trend”, accelerated by confinements and curfews linked to the health crisis of covid-19. The number of available services increased from 63 in 2017 to 78 in 2020, with the launch of Apple TV + in November 2019 and Disney + in April 2020. Further proof of their success, the turnover of SVOD platforms has increased tenfold since 2015 to reach 851 million euros in 2019, according to data from the National Cinema Center (CNC), and would exceed “1.2 billion euros in 2020”.
SPORTS AND CINEMA
On the contrary, users of sports SVoD platforms have significantly changed their consumption owing to the composition of the market. The launch of new services has raised the number of subscribers but also led to a decrease in global spending. Five percent of users admit to being likely to subscribe to a sport offering in a market with two services, 7 percent with three platforms, 8 percent with four offerings. At the same time, the average budget falls from €35 for two platforms available to €29 for four.
Illicit practices have remained stable for both movie and sport, and haven’t risen owing to the number of SVoD services in the market. They comprise between 29 percent of users for seven cinema-series offerings and 35 percent for five services. The piracy rate for sports content is also stable, varying between 21 and 23 percent owing to the number of services available.
The study also finds that 40 percent of broadband users turn to password sharing with SVoD services. Over 50 percent of subscribers do it; 20 percent of them with people outside the family.