Capital magazine conducted the survey to find out the precise figures for Salto. Launched following an agreement between TF1, M6 and France Télévisions, the French SVoD platform is struggling to build up a sufficient subscriber base and remains too far behind on exclusive content.
The impression of a painful launch for Salto is confirmed. Almost a year after its introduction on the (crowded) SVoD market, the French platform supported by the Triple Alliance of the TF1, M6 and France Télévisions groups is still struggling to establish itself with the general public against the American tenors. Questioned by France Inter on January 12, Delphine Ernotte, president of France Télévisions, mentioned about 700,000 subscribers for the service.
In a detailed article, Capital nevertheless tells us today that this figure is overstated: it includes users benefiting from the first month of free subscription. According to information from the magazine, the actual number of paying subscribers would rather be around 500,000, well below the million subscribers that the platform wanted to total by the end of 2021.
Salto in need of subscribers… and exclusive content
Part of the reason Salto is struggling to appeal to the masses is because the service hasn’t invested enough in exclusive content yet. As Capital reports, the platform mentions the presence of 115 new programs in its catalog, but it refuses to give a precise list. To find out more, the magazine rummaged by hand in the content of the service to identify those with the label “unreleased somersault», guaranteeing that a program has never been broadcast anywhere other than on Salto.
“These truly exclusive programs ultimately turn out to be very few“says Capital. “Fin November, there were only 33 original series out of more than 200, plus a documentary series, i.e. only 255 hours out of a total of 15,000 hours, i.e. a microscopic proportion of 1.7%“.
The figures from the CNC also allow us to have a precise overview of Salto’s situation on the SVoD market in France… and it is not enviable. The platform ranks ninth among the most used services in France. Only 8.4% of Internet users surveyed by the CNC say they subscribe to Salto. As an indication, for the American giants Netflix, Amazon Prime Video and Disney+, this figure increases to 62.9%, 52.1% and 31.4% respectively.
This context is currently forcing Salto shareholders to pay a high price to keep the service afloat. The latter thus posted 72 million euros in net losses in mid-2021. Losses which probably reached the 130 million euro mark at the end of 2021, underlines Capital. The TF1-M6-France Télé alliance was thus forced to increase its investments again, with a new budget estimated at 250 million euros over three years, against 45 million initially and 135 million a few months before the launch.
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