Furthermore, according to figures published by Médiamétrie, 17.3 million French viewers watched at least one programme on an SVOD platform in the last 12 months, or almost three million more than a year earlier.
Almost all (nine out of ten) SVOD users exercise the option to share a subscription with family and close friends, 84% being with other family members. Furthermore, although every generation can be found watching SVOD programmes, the average age stands at 34 years. In the past 12 months, nearly half of SVOD users (48%) were 15-34 years old; those aged 35-49 made up a quarter of SVOD users, and almost 1 in 5 SVOD users were over 50 years old.
For an entire generation, the computer is the number one screen: over the past 12 months, 71% of Millennials (those aged 13-34 years) used one compared to 60% who opted for their TV. Although the TV is still in the lead overall, 73% of SVOD users and as many as 87% of Millennials used at least one other device.
The flexibility of a subscription to SVOD services, with the first month being free, encourages adoption across multiple platforms. On average, SVOD users watch 1.3 platforms. And even though there are several combinations, the common denominator is usually Netflix: 61% and 58% of subscribers to Canal+ Séries and Amazon respectively also watched content on Netflix.
Commenting on the findings, Marine Boulanger, director of cinema & entertainment at Médiamétrie, said: “This is the fourth year that we have measured SVOD audiences, and we can now state that the recent evolutions in usage and in audience are significant, despite the fact that television remains the dominant force. SVOD is well-established in households, with users evoking multiple reasons for adopting it, in particular, the user-friendly platforms and the abundance of high quality content”.