A multitude of new actors try to challenge the American giant, still a leader in subscription viewing platforms.
by Alexandre Piquard and Infographic Service
How to see clearly in the new audiovisual landscape of platforms? In recent years and in recent months, the announcements of service launches have multiplied in the video on demand by subscription, dominated by Netflix. To read the observatory of the year 2022 published by the National Center for Cinema and the Animated Image (CNC), the King, present in France since the end of 2014, still reigns.
But its growth has slowed down, and it is now challenged by dolphins to rapid progression: premium video, the service available in the loyalty offer of the Amazon e-commerce site, and Disney+, The platform launched in France in 2020 by the cartoon giant, now reinforced by the works of Star Wars and Marvel.
Admittedly less developed, the service of the manufacturer of the iPhone, Apple TV+, also carved out a place. And a new wave of champions is already looming from Hollywood studios decided to distribute their catalogs themselves: Universal+, Paramount+, and soon Max, which could bring together the programs of the Discovery group and the prestigious series of the HBO channel (Game of Thrones, succession…).
This reinforced competition draws a sector in the process of fragmentation and hybridization. More modest, local and thematic actors, such as Filmo, Lacinetek or Digital Network animation, are also progressing. The content is always more plethoric: 9,000 titles were looked at between January and September 2022, or 1,000 more in one year. And viewing more and more diluted in a large number of works: the top 20 of the most seen titles represents only 14.1 % of the total, against 15.9 % in 2021.
The typology of the actors and economic models is less decided, and a certain convergence takes place: Netflix as Disney+ have launched offers with advertising, to be able to offer cheaper subscriptions. And some actors from the free world, funded by advertisers, open in return to formulas with subscription: this is the case of Youtube, the subsidiary of the digital giant Google, but also of TF1 and M6 for their platform formation form (replay).
a certain convergence
In this new world, an observation is essential: the Americans dominate. Especially since Salto will close, the common platform launched by TF1, M6 and France Télévisions, but also OCS, the chain launched by the Orange telecom operator. The main French actor remains Canal+, through its paid channels, increasingly applied to the MyCanal catch-up platform, and by its 100 % series offer.
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