French Daily SVOD Use Increases 61%

Following a sluggish start, consumer adoption of subscription streaming video – notably Netflix – continues to grow in France.

New data from Médiamétrie found daily use of SVOD services increased 61% in 2018 from 2017 – including adding 2.1 million subscribers across various services.

In December, the top three movies streamed included Netflix’s Black Mirror: Bandersnatch, Mowgli: Legend of the Jungle and Extinction. Top TV series included season one of “The Protector,” “Suits” (season eight) and season one of “You”.

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“Today, nearly nine in 10 French people know at least one SVOD service,” Marine Boulanger, director of cinéma and entertainment at Médiamétrie, said in a statement. “This strong response is due to a multitude of factors such as word of mouth, multiplication of platforms and strong communication around original or exclusive content.”

Médiamétrie found the average SVOD user in France is around 34 years old, single or a young parent and more tech savvy than the average citizen. S/he typically owns a video game console or related streaming video device or smart TV.

Nearly 60% of survey respondents used a SVOD service in the past 12 months, with 50% of millennials using a streaming video service in 2018.

Indeed, 96% of SVOD users streaming content daily, and 15% plan to subscribe to a second service. More the 2.4 million French are considering subscribing to a SVOD service in the next six months from word-of-mouth recommendation.

At the same time, 58% of French SVOD subscribers also watch television live or on-demand daily, while 75% use multiple screens, including a laptop computer, smartphone or tablet. The laptop is used by 55% of French SVOD users; 73% among millennials.

French SVOD/TVOD Use Increasing

French indifference toward subscription streaming video and transactional VOD appears to be waning.

About 20% of French broadband households used a SVOD service in the past year, with another 13% renting a transactional VOD movie – up from 11% from the previous-year period, according to new data from Médiamétrie.

By comparison, London-based Ampere Analysis in January found only 3.1% of French households used SVOD exclusively.

The average French household bought four videos, with households with children under 15 years of age consuming eight videos per year.

Paris-based Médiamétrie said that among SVOD users over the age of 15, episodic programing dominates. More than half (56%) of survey respondents said it was important to have French content.

The company found that on average three people in a household use a single SVOD account. The average user profile includes more women, with households often also subscribing to pay-TV rather than just broadband.

SVOD’s primary strength lies in diversity of content, with TV series (91%), movies (87%), cartoons (44%) and documentaries (40%).

Younger viewers (92%) watch several episodes in a row and 83% binge-view series. In total, the demo watches more than 11 series on average in a year, including more than seven that are available exclusively on a platform.

Médiamétrie said the demo rated episodic programing favorably (83%) due to numerous factors, including stopping-and-starting programing, multi-screen access and account sharing.

Among the top 10 streamed series, American content dominates despite increased desire among respondents to see more “Made in France” content. Indeed, 56% of respondents said it was important to have French movie and TV show productions.

While French households prefer streaming content via the TV, on average a transactional VOD user rents five times per year, mostly for movies. The latter still watches movies in theaters, in addition to watching video on the Web, DVD, DVR and pirated.