Could inflation get the best of the rise of streaming video platforms like Netflix, Disney+, or Amazon Prime Video? In a study published on June 22, the firm BearingPoint France analyzes the consumption habits of the French in this area, based on a survey carried out by Opinion Way in February 2023 on a sample of 2,263 people.
Almost two thirds of the French on Netflix
Main conclusion: the French spend more and more on all online cultural platforms (video, music, video games), with an average budget of 42 euros, compared to 37 euros in 2022.
Overall, 63% of the French have access to Netflix in 2023 (61% in 2022), compared to 49% for Amazon Prime Video (43% last year). For its part, Disney+ reaches 27%, compared to 22% in 2022, passing ahead of Canal+, which drops to 24% (compared to 27% last year).
Unsurprisingly, and after a decade of experience in the French market, Netflix remains the first choice. For example, only 13% of Disney+ subscribers are not also Netflix subscribers, compared to 29% among Amazon Prime Video subscribers (which, however, is marketed differently as it is included in the Prime subscription).
termination spectrum
Despite everything, the study shows a certain -and relative- fatigue of the French with respect to the content offered by Netflix. Last year, 55% of Netflix subscribers considered the platform “essential” to their daily lives; now they are 50%. A performance, however, much better than that of its competitors: 18% of Amazon Prime Video subscribers consider that this service is essential for them… and only 12% in Disney +.
Satisfaction around SVOD platforms is also analyzed. “The proportion of respondents who indicate they are ‘very satisfied’ with Netflix in 2023 falls again this year and loses 6 points from 55% in 2022 to 49% in 2023. The American platform sees its dissatisfaction rate drop from 2 to 5% ” thus specifies the proportion.
Once again, Netflix’s competitors are faring much less well than the industry leader, with a dissatisfaction rate of 12% on Amazon Prime Video and 19% on Apple TV+.
In the short term, and although Netflix recently stopped account sharing – a post-study decision – the spectrum of termination is greater than in the past. According to the data collected, 11% of Netflix subscribers plan to cancel in the next six months, compared to just 6% last year. A figure that rises to 13% for Amazon Prime Video and 17% for Disney+.
Source: BFM TV
