Almost two out of every five French internet users has already used VOD services, according to Mediametrie.. Over the last 12 months, 13% of the population indicate that they have rented at least one video and 20% have used a VOD service.
37% of internet users aged six and over in France say they have already used VOD services (as the subscriber or otherwise) at least once. This represents an 11% increase from 2016. Over the last 12 months, 20% of internet users have used a VOD service at least once. 37% of internet users could spontaneously name a VOD platform. The market is characterised by a pattern of platform creation and demise. What with the arrival of new players, the ad infinitum versions of the umbrella brands and the abundance of services on offer, it can be a challenge to form a clear and simple picture of these platforms and services.
VOD is a service that is shared. On average, three people use one VOD within the same household. The profile of VOD users is broadening as these usages become more widespread amongst the population. This audience includes more women, is hyper-connected and more typically subscribes to a paid-for channel than internet users as a whole would. It also shows a strong affinity for video activity, regardless of the screen used.
VOD’s primary strength lies in the diversity of content. Users of VOD aged 15 years and over in particular are “series-addicts” who watch insatiably—92% watch several episodes in a row and 83% binge watch. In total, each user watches more than 11 series on average in a year, including more than seven that are available exclusively on a platform. Moreover, series addicts have adopted all the functionalities available on the platforms, like picking up a programme where they left off, multi-screen access and account sharing. The wealth of recent and quality content, coupled with ease of access and use, have allowed the platforms to achieve some very high satisfaction scores—8.3/10 on average.
Among the top 10 most-followed VOD series, there is a notable supremacy of American series, despite a manifest desire to see more “Made in France” creations. 56% of respondents said it was important for them to have a VOD catalogue that contained French productions of films and series. 13% of the population indicated they had rented at least one video during the previous 12 months, 2% higher than the previous year.
Owing to the viewing quality offered, the TV set remains the preferred screen for video rentals. On average each year, a VOD user rents five times, mostly for films. In general, VOD users are over-equipped with screens and oversubscribed to paid-for services. Furthermore, they regularly enjoy audio-visual activities such as going to the cinema or watching video in all its forms—free/paid-for on the internet, DVD, recordings and even pirated video.
Only 8% of internet users indicated that they had already purchased videos on-demand. The profile of these buyers was quite similar to the profile of VOD rental users, and they used several screens. Although films remained a big attraction, series and cartoons were also popular content types. On average each year, a household bought four videos and the heaviest consumers were those homes with children under 15 years of age, each purchasing eight videos annually.
