SVOD Accounts for 56% of Video Market in 5% of French Homes

Warner Bros. Discovery’s Max streaming service made its debut in France on June 11 and quickly gained traction, reaching 5% of French households within a month, as reported by NPA Conseil-Harris Interactive.

According to recent data, Max lags behind Apple TV+ and Paramount+ in household penetration, while Disney+ and Netflix lead with 20% and 39% penetration, respectively. Subscription video-on-demand (SVOD) services now hold a significant share of the French video market, making up 56% of the market, with an average of 2.1 subscriptions per household and up to 7 subscriptions in 7% of homes.

Despite the growing popularity of streaming services, traditional television networks like Altice, Canal+, France Télévisions, NRJ, OCS, TF1, and M6 continue to dominate the content landscape. In 2022, these legacy networks produced 97% (5,238 hours) of all content and accounted for 75% of content spending, totaling €880 million ($961.5 million) out of €1.167 billion ($1.27 billion), according to NPA’s findings.

In contrast, newer streaming platforms such as Disney+, Netflix, and Prime Video collectively contributed only 3% of viewing hours (150 hours) and 25% (€287 million) of content spending in 2022.

The shift towards streaming services in France reflects a broader trend in consumer behavior, with SVOD use increasing by 25% in the early stages of adoption. While traditional television networks still dominate the content landscape, the rise of streaming platforms like Max signals a shift in how French households consume video content.

The data underscores the evolving media landscape in France, where a mix of traditional and digital platforms coexist to cater to diverse consumer preferences. As streaming services continue to gain momentum, the competition for viewership and content creation is expected to intensify, reshaping the entertainment industry in the country.