The Video on Demand Observatory 2023 contains numerous figures which describe the evolution of the video on demand market in France. But the most significant figure is that of the shift in the relationship between video on demand and linear broadcasting. According to data from a survey by Ampere Analysis, linear consumption represented 47% of total video consumption in the 3rd quarter of 2023, compared to 53% for on-demand consumption.
France remains an exception compared to its neighbors and the United States, countries in which linear accounts for less than 35% of total video consumption, which makes it possible to anticipate the evolution of the French market in the coming years.
The video on demand market is driven both by free video (AVOD such as Youtube, BVOD or replay of TV channels, and new broadcasting methods such as FAST channels) and by the paid market which continues to develop , showing overall growth of nearly 9% in 2023 for TVOD, EST and SVOD to 2.2 billion euros in revenue.
But the most striking fact is the gap which now separates the behavior of viewers: while 18-24 year olds completely abandon linear viewing (17%), French 55-64 year olds very clearly favor it (76%), which in fact the most loyal viewers to linear compared to Germany, Italy, Spain, the United Kingdom and the United States.
It is in this context that 2024 begins, a year where the gaps will probably widen in favor of video and which inaugurates another battle: that of paid video against free video which is becoming a strategic issue for linear channels, keen to compensate for their losses on the shelf with new users on demand.