Netflix: 223 million subscribers worldwide, including more than 10 million in France, with an increase of 2.4 million in the last quarter.
Amazon Prime Video: more than 200 million subscribers worldwide for the Amazon service.
Disney+: 164.2 million, with 12 million new followers since the end of June.
Without forgetting Apple TV+ (40 million worldwide), the French platforms Salto (800,000), Canal+ Series... And French channels with programs on demand, such as Canal+ (9.6 million subscribers) or OCS (2.9 million).
Paramount+, the Hollywood studio's platform launched last year in the United States and which already boasts 43 million subscribers, will be added to this list on December 1.
Soon to be followed by Universal+, then by HBO Max/Warner in 2024.
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Blockbusters
Containment helping, with a majority of 35 years and more in front of their screen, the French have taken a liking in number to SVOD (video on demand by subscription).
It must be said that, to seduce, these streaming platforms are engaged in a content war with colossal projects.
Prime Video spent 465 million dollars to
make The Lords of the Rings
a series – for comparison, the budget of the last seasons of
Game of Thrones
was around 100 million.
HBO has even just revived the saga thanks to
House of the Dragon
.
Disney+ bets on successful
Star Wars
or
Marvel
franchises when Netflix invests 130 million for a season of
The Crown
.
The explosion of system D
But these enormous production costs end up posing problems of profitability.
“
When Prime Video launched The Lord of the Rings, it was the era of “whatever the cost” for SVOD
, recalls Philippe Bailly, president of NPA Conseil.
The platforms were fighting almost proudly over who would spend the most.
Today, I'm not sure they would have the same communication.
The state of mind has returned to reason.
The question now is to find the economic equation.
We should not quickly review such a pharaonic series.
These costs have also passed on to spectators, who are witnessing a general increase in the price of subscriptions, sometimes up to 40%!
Read alsoNetflix, Amazon Prime: French series laugh out loud after a series of cancellations
And, for series lovers, it is difficult to limit yourself to a single platform… The D system is therefore essential for many: sharing of codes, subscriptions without commitment in order to switch from one platform to another.
“
But it's not just about money, there's the question of time
,” emphasizes Philippe Bailly.
The duration of video consumption no longer increases, but is redistributed.
Some take a bit of time from others.
The program offer in volume has exploded.
To watch the 500 new series of the past year, it would take six months, 24 hours a day!
Are there so many good series?
Do we have time to watch?
We come back to recipes proven by TV, by shelling the episodes from week to week.
VS'
is perhaps a return to common sense.
»
Cheaper plans with advertising
But no longer offering the entire series from the outset is also an obvious way to retain, forcibly, subscribers.
Netflix is also considering a way to charge for sharing codes with profiles of people considered out of home.
While offering, since November 3, a reduced price package with advertising – again as on traditional channels!
Essential with advertising at 5.99 euros (compared to 8.99 for Essential) has four to five minutes of advertising per hour, offers approximately 85% of the content, and does not allow downloading of programs offline.
Disney+ will also make an offer with advertising from December 8.
The end of abundance
According to a study carried out by NPA concerning Netflix, "
subscribers and non-subscribers combined, 14% of French people plan to subscribe to the new plan with advertising or to migrate to it and 30% to become or remain subscribers to one of the plans without advertising.
These intentions, if projected, would increase the number of French Netflix subscribers to more than 13 million, but would lead to a drop in its subscription income of 2% to 13%.
Moreover, with an admittedly more confidential distribution (30 million subscribers worldwide), particularly in France, the Canadian-American Starzplay, renamed Lionsgate+ just a few weeks ago, has thus announced its stop in France in 2023. The economic equation is therefore not yet found.
But there is no question of sulking about his pleasure as a spectator in view of what awaits us in 2023!
The base price of subscriptions
Netflix: from €8.99 per month (€5.99 with ads) Prime Video: from €6.99 Disney+: from €8.99 Apple+: from €6.99 Salto: from from €6.99 Canal+ Séries: from €6.99 OCS: from €10.99 Paramount+: from €7.99
