How to see clearly in the new audiovisual landscape of platforms? In recent years and months, announcements of service launches have multiplied in subscription video on demand, dominated by Netflix. To read the observatory of the year 2022 published by the National Center for Cinema and the Moving Image (CNC), the king, present in France since the end of 2014, still reigns.
But its growth has slowed, and it is now being challenged by rapidly growing dolphins: Prime Video, the service available in the Amazon e-commerce site’s loyalty offer, and Disney+, the platform form launched in France in 2020 by the cartoon giant, now reinforced by the works of Star Wars and Marvel.
Certainly less developed, the service of the manufacturer of the iPhone, Apple TV +, has also carved out a place. And already a new wave of champions is emerging, from Hollywood studios determined 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 heightened competition is shaping a sector in the process of fragmentation and hybridization. More modest, local and thematic players, such as Filmo, LaCinetek or Animation Digital Network, are also progressing. The content is always more abundant: 9,000 titles were watched between January and September 2022, i.e. 1,000 more in one year. And the viewing more and more diluted in a large number of works: the top 20 of the most viewed titles represent only 14.1% of the total, compared to 15.9% in 2021.
The typology of players and economic models is less clear-cut, and a certain convergence is taking place: Netflix like Disney+ have launched offers with advertising, in order to be able to offer cheaper subscriptions. And some players in the free world, financed by advertisers, are opening up 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. form of catch-up (replay).
A certain convergence
In this new world, one thing is clear: the Americans dominate. Especially since Salto, the common platform launched by TF1, M6 and France Télévisions, but also OCS, the channel launched by the telecom operator Orange, will close. The main French player remains Canal+, through its pay channels, increasingly supported by the MyCanal catch-up platform, and through its 100% series offer.
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