Hardware News Teen’s free brain time isn’t for Netflix or Disney+ but for this unsuspected competitor
Published on 20/10/2022 at 11:25
Traditional SVOD platforms like Netflix, Amazon Prime Video or even Disney+ are less and less popular with young French audiences. Indeed, a Médiamétrie survey highlights the new habits of 15-24 year olds, and the result may be surprising.
Are Netflix, Prime Video, Disney+ and the like becoming boomer platforms ? According to the results of the latest Médiamétrie barometer dedicated to SVOD, 15-24 year olds currently tend to massively desert these streaming platforms.
During the second quarter of 2022, the number of daily users who fall into this age bracket has simply dropped by 44% on the various SVOD platforms available on the French market: between July and September 2022, only 1.17 million young people watched programs on this type of service, i.e. 400,000 less than a year earlier. A collapse that can easily be described as spectacular, and which is far from being the first: this is the sixth consecutive quarter of decline for this market.
Young French people are less and less interested in SVOD
It should also be noted that 15-24 year olds who continue to use services like Netflix or Disney+ tend to spend less time there than before. In the space of two years, the various platforms have seen the interest of young people drop by 45 minutes in the month.
In summary, SVOD no longer really attracts young people , despite programs that seek to target them. The paradox is that streaming platforms such as Netflix and Prime Video began, a little less than ten years ago, the decline of linear TV: one has the impression that the stage next is running.
Among young people, it is now TikTok the star
As nature abhors a vacuum, the one created by the gradual abandonment of Netflix is filled by the rise of a social network very popular with 15-24 year olds: TikTok. Since the first quarter of 2020, marked by the first confinement, TikTok usage by this age group jumped 140%! In the space of a year between 2021 and 2022, the increase in time spent on the platform is up 40%.
TikTok crushes almost all streaming platforms in its path, even if YouTube manages to hold its own.Indeed, last August, the American research firm Pew Research Center pointed out that YouTube was used occasionally by 95% of 13-17 year olds, and daily by 19%. TikTok, for its part, was then used occasionally by 67% of young people, and daily by 15%. However, these are figures that concern Americans, who may have different habits from those of the French.
A new challenge for Netflix and others?
Still, a priori, The Rings of Power, Elite, Andor or The Midnight Club seem to fascinate young French Internet users less than the short videos posted on TikTok by influencers of the moment. If the trend were to continue in the future, SVOD platforms may be looking for a way to counterattack with new formats.