The channel will offer an offer for less than 3 euros per month called 6Play Max.
The M6 Group is accelerating its “platformisation”. The RTL Group subsidiary has just announced the launch of 6play Max, a new paid streaming offer, which is added to the 6play service, accessible free of charge, and which already has 28.5 million active users.
For one year, starting today, subscribers will benefit from a preferential rate of less than 3 euros per month, without commitment. From October 2023, this price will increase to 3.99 euros per month, still without obligation, i.e. the same price as the competing myTF1 Max offer, launched in November 2021. To attract consumers, M6 gives the possibility of testing the service for free during a 7-day trial period.
“In a rapidly changing market, the M6 Group intends to meet the needs of users wishing to take advantage of the premium standard of SVOD viewing”, says M6 in a press release. The group does not give a quantified objective on the number of subscribers expected. But he explains that this offer of comfort, without advertising, is above all intended to recruit the most refractory viewers to advertising, some of whom have moved away from 6play for this reason.
6500 hours of videos
The new offer, which, like its free version, will provide access to some 6,500 hours of programs, will provide access to additional features: downloading of content to mobile devices for offline access, the possibility of broadcasting content on a television, better viewing quality and greater program availability. 6play Max will be available on computer, tablet, mobile and connected TV. A distribution agreement has been signed with Orange and discussions are underway with all telecom operators.
After the failure of the merger with TF1, Nicolas de Tavernost, the chairman of the management board of the M6 Group, announced in early October, in an interview with Le Figaro, that the course would now be on streaming. “Our challenge now is to develop our content offers, particularly streaming, around our technological gem Bedrock, which is already piloting platforms in Europe, particularly in the Netherlands with Videoland”explained the manager.
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This is not M6’s first foray into the world of paid streaming. The group is already a shareholder, with TF1 and France Télévisions, of the Salto subscription video platform. How will the two paid offers work together? Initially, the two services are intended to coexist. France Télévisions had to sell its stake in the new group formed by M6 and TF1 for 45 million euros. But the halting of the merger process has challenged this perspective.
While M6 and TF1 are developing paid services, the subscription video giants, on the other hand, are on the offensive in the free market. Netflix and Disney+, for example, will soon roll out offers that include ad breaks. Between the television channels and the streaming giants, the war is well and truly becoming total.