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In France, broadcast TV remains almost universally popular. But many consumers also watch TV on other devices and platforms, including PCs, tablets and mobile phones. Conversely, much digital video content can now be viewed on a TV set, as explored in a new eMarketer report, “Digital TV and Video in France: Multinationals Face Powerful Homegrown Players in this Burgeoning Market.”
According to Médiamétrie, the average time consumers spent with traditional TV content each day in 2015 was very similar to time spent in 2014. Among individuals ages 15 and older, for example, average daily time—including time-shifted and catch-up TV viewing—had risen from 3 hours 58 minutes to 4 hours 2 minutes. Médiamétrie did note declines in time spent by respondents ages 4 to 49, but these were marginal.
At the same time, consumption of traditional broadcast TV and satellite TV in particular have gradually declined in recent years with the rise of newer digital technologies, including internet protocol TV (IPTV). According to to AudiPresse, broadcast TV viewer penetration dipped by 1.3 percentage points from 2013 to 2014, to 96.3% of France’s population ages 4 and older; the shares of residents with satellite or cable TV subscriptions also slipped incrementally.
But subscription services such as video-on-demand (VOD) are rapidly gaining audiences. IHS found that France boasted 21.0 million pay TV households in 2014, almost double the number in 2009. VOD subscriptions nearly tripled during that time, reaching 1.1 million in 2014 compared with 400,000 five years earlier. That was a more dramatic rise than in Germany, Italy, Spain or the UK, IHS concluded.
IPTV represented the largest single group of pay TV subscribers in France last year, according to data from to SNL Kagan. Cable accounted for 14.0% of subscribers, and direct-to-home (DTH) claimed one-fifth of the total. This was a sharp contrast to the markets in Germany and the UK, which were dominated by cable and DTH, respectively.
eMarketer corporate subscription clients can view the full report here.
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