The French platform offers a new youth with a redesigned interface, a different algorithm from other social networks and a base of content creators determined to relaunch the video player. With a target of one billion users in the next few years.
In 2023, Dailymotion is still used by 9 out of 10 French people, i.e. approximately 55 million French viewers. And yet, the French platform suffers from a lack of notoriety in the face of the American ogre YouTube and its 2.5 billion monthly active users.
It is to counter this omnipresence in the sector of media players that Dailymotion has decided to offer itself a new look for a new life. “We are coming back with a new promise, a benevolent and diverse application”, proclaims Guillaume Clément, chief operating officer of Dailymotion.
“A democratic issue”
The new Dailymotion interface will thus offer, in addition to classic videos, a vertical video news feed, like TikTok. But for Guillaume Clément, the direction taken by the French platform is different. “We want to focus on the diversity of content with an experience that allows users to participate in video via the ‘React’ option. We are taking a different direction, in particular via this exploration algorithm”, explains the head of operations.
“You will have content on the fringes of your centers of interest but also videos that bring different insights, prisms and points of view on a subject. There is almost a democratic issue there, which is quite noble”, specifies William Clement.
Dailymotion wants to promote the debate on video. A bias chosen to put an end to any comparison with its big competitor YouTube. And with the arrival of content creators, stars or evoking niche subjects, the platform also wants to “promote benevolence” and offer users content of all kinds: “short, long, vertical and horizontal”.
Tools to monetize future content
The medium-term economic objective for Dailymotion has also been set: to double its number of subscribers in three years and to triple it in five years. Note that the platform already has a base of 400,000 monthly active users, obtained largely through the use of its video player with major media.
The platform will also rely on advertising to generate profit. No question according to Guillaume Clément of setting up a premium subscription like on YouTube which, according to him, “does not represent the future for the platforms”.
“We have to find other products to monetize the audience of our creators,” says the chief operating officer.
For this, Guillaume Clément hinted at the upcoming arrival of new tools to allow content creators to “monetize their community beyond advertising”, without giving details on these means.
