Netflix remains the No. 1 SVOD service in France – Media Play News

Erik Gruenwedel

After a slow start, Netflix France has established itself as the country’s subscription VOD streaming platform over the years, ahead of rivals Amazon Prime Video and Disney+, according to new data from Whip Media Group.

In a Q4 2021 survey of 3,000 French respondents via its TV Time app, Whip found that 88% of respondents subscribe to Netflix and 76% said they would choose the SVOD juggernaut if they could only keep a single streaming service. The average respondent subscribes to 2.7 SVOD services.

Consumer retention is the fact that Netflix has invested heavily in local content, a strategy the streamer is emulating in key markets around the world, including the UK, India, Spain, Germany and India. Latin America.

The streamer had 42 locally produced French series available in the fourth quarter, compared to nine on Amazon Prime Video and one on Disney+.

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While the European Union recently implemented a new policy requiring SVODs operating in Europe to have at least 30% of their content based in Europe and to invest at least 20% of their local revenue in local content, Netflix, Amazon, Disney+ and Apple TV+ signed an agreement last December with the French broadcasting authorities (CSA) to start investing between 250 million euros ($285 million) and 300 million euros ($342 million) on average per year.

As expected, respondents felt there were too many SVOD services in the market, with 30% indicating they would likely abandon a streaming service in 2022. Notably, French respondents were concerned about the content of the SVOD catalog. a platform, with only 24% of respondents considering library content. Very important. This compares to 45% in Germany, 52% in Spain, 61% in the UK and 67% in Italy.

Meanwhile, 45% of respondents in the UK said original content was very important on their SVOD service, followed by 42% in Italy, 36% in France, 35% in Spain and 27% in Germany.

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