A figure is obvious when browsing the 2021 TV report, unveiled this Wednesday by Médiamétrie: that concerning children and young adolescents.
According to this audience measurement body, the viewing time of 4-14 year olds has dropped by 20%, after a stable year.
This strategic target for the future of the channels therefore spends 1h10 in front of the TV, when she devoted 1h28 to it in 2020 and 2019. "We find a downward trend that we already had before 2020", specifies Isabelle Maurice, director of studies, watch and foresight.
Blame the platforms?
“With the arrival of Disney + (
launched in France in April 2020)
, we had already noticed this phenomenon”, specifies Laurence Deléchapt, from the TV department.
Another explanation, more technical: that of taking into account “out-of-home consumption, less sensitive for children than for adults”.
Read alsoChildren and screens: no more than an hour a day for children under 5, according to the WHO
However, there are counter-examples, with programs that bring together this young audience en masse.
Médiamétrie cites in particular the performance of the film "Frozen II", broadcast on M 6 on December 20: 1.2 million viewers aged 4 to 14, or 58% of PDA.
Equally massive interest in “Koh-Lanta: secret weapons”, last spring: 544,000 young fans, or 59.6% of PDA on average.
A passion for information
Enough not to worry about such a lack of love, which could have consequences on the advertising revenues of the channels in the medium term? At Médiamétrie, we prefer to put things into perspective. “We had seen a downward trend in 15-24 year olds until 2019, but they came back in 2020 and are still numerous in 2021”, underlines Isabelle Maurice. Their viewing time was 1h06 in 2019, then 1h19 in 2020. It is 1h05 in 2021, i.e. a figure almost stable over two years. Among CSP +, the trend has even reversed: with 2h56 of daily listening, it is 10% more than in 2019.
In its TV report, Médiamétrie calculated an overall viewing time of 3h41 per day.
The French therefore watched the small screen 1 minute more than in 2019, but seventeen less than for the year 2020, marked by the first two confinements.
Another lesson: the enthusiasm for information.
Viewers spent 18% more time watching programs identified as such, compared to 2019. The premium for 8 p.m. news: they attract 20.7 million people per day, compared to 17.5 million in 2019. This effect was also felt on the continuous news channels, which "also benefit from the habits adopted in 2020, for obvious information needs in times of health crisis": they interested 16.6 million viewers every day. amateurs in 2021, compared to 12.4 million in 2019.
