47% of French people over the age of 15 used a streaming platform in 2022 compared to only 9% 4 years earlier. This is one of the takeaways from a survey conducted by Kantar Institute to 15,000 people. This survey provides a typical portrait of a French subscriber to SVOD services. So here are 3 things to know about Netflix customers and its competitors.
Elderly subscribers
This is one of the surprises of this survey, customers over 50 represent 33% of all users of these services. This is more than the other age categories: 19% among 15-24 year olds, and 29% among 25-34 year olds.
This observation is the same if we go into detail, and the over 50s account for 32% of Netflix subscribers, 33% of those of Amazon Prime Video. Small flat for Disney + with only 19% of subscribers over 50 years old, against 32% for 35-49 year olds and 32% among 25-34 year olds. The catalog provided in youth programs of the service should probably appeal to families with young children.
The wealthy French are overrepresented
Here, the result is a little less surprising. Users from the upper social classes known as CSP+ are much more likely to subscribe to the platforms: 35%. Students are the least represented with only 12%. As subscription prices rise and household budgets are increasingly constrained, many will have to give up legal offers.
It is undoubtedly to better convince them that Netflix has been offering a low-cost package with advertising since the end of 2022. The latter has just been a great success in France since its launch. The end of account sharing, on the other hand, risks being a blow for the younger generations.
To go further, you can read our article which details the main information from the latest OTT NPA Conseil Barometer, conducted in collaboration with Harris Interactive. The opportunity to find out more about the interest of the French in the package with Netflix advertising.
Streaming is consumed on television
The survey also asked the French about their SVOD consumption patterns. Television retains all of its appeal, as 80% of respondents say they watch Netflix and its rivals on this device. They are respectively only 24, 27, and 11% to use smartphones, computers, or tablets, to view their programs in streaming.
Once again, Disney+ stands out from its competitors, and subscribers tend to use their smartphones and computers more to consume their series and films.
