February 10, 2022
After a sluggish debut, Netflix France over the years has established itself as the country’s go-to subscription streaming VOD platform, ahead of rivals Amazon Prime Video and Disney+, according to new data from Whip Media Group.
In a fourth quarter 2021 survey of 3,000 French respondents via its TV Time app, Whip found that 88% of respondents subscribe to Netflix and 76% said they would choose the SVOD behemoth if they only could keep one streaming service. The average respondent subscribed to 2.7 SVOD services.
Driving consumer loyalty is the fact Netflix has invested heavily in local content, a strategy the streamer is emulating in key markets around the world, including the U.K., India, Spain, Germany and Latin America.
The streamer had 42 locally produced French-language series available in Q4, compared with nine on Amazon Prime Video and one on Disney+.
With the European Union recently implementing a new policy mandating SVODs operating in Europe have at least 30% of their content be European based and invest at least 20% of their local revenue in local content, Netflix, Amazon, Disney+ and Apple TV+ last December signed an agreement with France’s broadcasting authorities (CSA) to start investing between €250 million ($285 million) to €300 million ($342 million) on average per year.
As expected, respondents felt there are too many SVOD services on the market, with 30% indicating they would likely drop one streaming service in 2022. Notably, French respondents were concerned about a platform’s catalog content, with just 24% of respondents considering library content very important. That compares with 45% in Germany, 52% in Spain, 61% in the U.K. and 67% in Italy.
At the same time, 45% of respondents in the U.K. said original content was very important on their SVOD service, followed by 42% in Italy, 36% in France, 35% in Spain and 27% in Germany.