In Europe, France has one of the lowest video subscription rates – Image

France is one of the European countries with the lowest video subscription rates, with only 65% ​​of consumers subscribing to at least one video service, according to a study by global strategy consultancy Oliver Wyman. The “Global Consumer Survey 2024: Media and Entertainment” report reveals that only 23% of French consumers plan to increase their number of video services in the next 12 months in 2024, compared to 28% in 2023. “The reasons for this decrease in France are mainly due to the limitation of content and the increase in prices,” notes the firm.

The same trend is observed in Germany where nearly 67% of respondents have a subscription. Within these two countries, around 33% do not subscribe to any video streaming service. For comparison, the European market has an adoption rate of 70% and an average of 1.5 subscriptions per person.

Regarding France, Emmanuel Amiot, Partner and Head of the Communication, Media and Technology Practice in Europe indicates: “although its penetration rates are slightly lower than those of certain European countries, it has significant growth potential in terms of subscriptions per capita. This potential is particularly strong among young consumers, who are already very engaged.

Music, second favorite

Music services are the second most popular type of subscription in Europe after video. “Combining video services with music offerings can increase value for consumers and reduce churn,” says Emmanuel Amiot.

The survey highlights trends in digital content consumption and video service subscriptions among 7,000 consumers in France, Spain, Italy, Germany and the United Kingdom.