3
The boss of Médiamétrie protests against the self-measured audiences of SVoD platforms – when they are counted. The institute intends to estimate the views of the content itself within two years, with or without the approval of the platforms.
Soon real audience measurements for streaming platforms? © SOPA Images – Getty Images
At odds with the methods used by television, SVoD platforms generally refrain from communicating about the audiences for their programs, and even less precisely. For the moment, only Netflix provides observers with tools to count the hours spent by its subscribers in front of its content, classifying it by format (film or series) and by country of broadcast. But even in this specific case, it only concerns the 10 most viewed programs.
No figures on Ligue 1
Recently, the head of the Sport section of Prime Video in Europe, Alex Green, agreed to communicate the figures of the match between Rafael Nadal and Novak Djokovic at Roland-Garros – 3 million people in France -, but it is about the exception that proves the rule, since Amazon remains silent on other scores, such as those of Ligue 1 for example.
The main problem is above all that Netflix, Prime Video and the others, when they deign to give viewing statistics, are content to do their own measurements, without going through a third party organization. In France, this mode of operation is starting to annoy.
Amazon Prime Video
Amazon Prime Video, the American online retail giant’s video-on-demand service. Via a monthly subscription, you have access to a large number of films and TV series, including quality original content.
-
Version :
3.0.261.16341 -
Downloads:
255 -
Release date :
07/18/2022 -
Author :
Amazon Mobile LLC -
Licence :
commercial license -
Categories:
Video
-
Operating system :
Android, Online service All Internet browsers, Windows 10/11, iOS iPhone / iPad, macOS
Audiences for Netflix and Disney+?
In testimony given to Figaro, the boss of Médiamétrie, Yannick Carriou, spoke out against this lack of transparency. “It is out of the question to let players measure themselves when they compete with traditional channels on the advertising market“, he commented, in an obvious allusion to the movements of Disney + and Netflix. The two platforms are preparing to launch “AVoD” formulas, cheaper but supported by advertising, a frequent practice across the Atlantic but still little used in Europe.
The objective of the CEO of the institute is therefore clear: “Being able to measure platform audiences with as much precision as TV audiences“, and this within two years, with or without the collaboration of the platforms in question. The latter are however invited to enter into the discussion around this subject. As the daily reminds us, they will soon be forced to greater transparency through two European legislative texts: the Digital Market Act and the Freedom Market Act.
netflix
Netflix is a paid subscription application and service that provides access to an online library of several thousand films, series, documentaries, shows and TV shows.
-
Downloads:
473 -
Release date :
07/18/2022 -
Author :
Netflix, Inc. -
Licence :
Free License -
Categories:
Video – Leisure
-
Operating system :
Android, Online service All Internet browsers, Windows 10/11, iOS iPhone / iPad
Not so powerful platforms
These new measurement practices would also make it possible to qualify the power of streaming services vis-à-vis its ancient competitors. “Our British counterpart is already measuring platform audiences and the first results are surprising. Consumption on the platforms is only 30 minutes per day compared to 3h30 on television“, explains Yannick Carriou.
It remains to be seen how this counting can be put in place, and to what degree the platforms will be inclined to open their data to external actors. After the challenge of the media chronology, this project shows in any case that France is and will remain among the markets giving the most trouble to foreign services, especially American ones.
Disney+
Disney’s SVOD platform arrives in France. It is available on your mobile devices, computer, connected TV, etc. Films, series, documentaries, Marvel universe, Star Wars, everything is there!
-
Downloads:
196 -
Release date :
07/14/2022 -
Author :
disney -
Licence :
Free License -
Categories:
Video – Leisure
-
Operating system :
Android, Online service All Internet browsers, Windows 10/11, iOS iPhone / iPad