Revolution in sight? Audiences for streaming platforms could be published as soon as this year

Who is the winner of the match between video platforms and TV channels? The score could finally be revealed in 2025, with a new audience measurement from Médiamétrie in France including Netflix, Disney+ and Prime Video.

From the end of March-beginning of April, audiences by brand, “for example, for the entire TF1 group, through the TF1+ platform, a third-party platform, social networks, etc.”, could be revealed, summarized Laurence Deléchapt, TV director – Cross media of Médiamétrie, at a press conference on Friday.

A new “Cross media video” committee hosted by Médiamétrie

“Top content” could thus be known for the SVOD (subscription streaming offer) on the three platforms concerned. This type of information currently depends on the goodwill of each platform. The conditional is still in order because the methods of communicating these results will depend on a new “Cross media video” committee hosted by Médiamétrie.

This entity will bring together television groups (such as TF1, Canal+, Arte, France Télé, etc.), advertisers (such as Havas Media, Publicis Media, etc.) and video platforms, i.e. Netflix, Disney+, Prime Video and YouTube. For the latter college, discussions are underway with Max and TikTok. On the other hand, Meta (Facebook, Instagram…) did not follow up.

“Press actors” could also join the last college. “I won’t give a name,” said Yannick Carriou, CEO of Médiamétrie, when Le Figaro TV was suggested by journalists.

Is this committee, which is due to meet in March, at risk of becoming a free-for-all due to friction between YouTube and TV channels? The latter’s teeth gnashed when the general director of YouTube, Justine Ryst, presented her support “as the first television channel in France” in an interview with AFP in November.

YouTube singled out by television executives

The “hosts”, who have become “program distributors”, and first of all YouTube, were singled out by Guillaume Charles, general director of programs at M6, during the creation of “LaFA” in November. This association-lobby of players in the public and private audiovisual sector wants to make itself heard against the American internet giants.

These “global players”, in the eyes of the head of M6, take advantage of “advertising sectors prohibited” to French television channels. Like for example advertising for mass distribution. “Of course, there will always be arguments, publicity stunts, but that will not poison the Cross Media Video Committee,” tempers Yannick Carriou, for whom “audience measurement must remain in the common good.”

Why would international video platforms, so reluctant to give audience figures, agree to do so for the French market? “Advertisers in France said: It is important to us that you come to Médiamétriemost international players have understood and want to share,” replies the CEO of the institute.

Médiamétrie, which has been working on this project for two years, has been carrying out confidential tests since December on its new measurement. Nothing leaked. He just produced a study on Friday: the 4h16 of video consumed per day is via TV (live or replay, in particular) at 69%, via the Internet at 20% and via SVOD at 11%.

Médiamétrie’s financing is based on subscription to its services. However, “data that exists arouses a desire,” commented Yannick Carriou about the new measure. The turnover was 98.3 million euros in 2023 for the company itself and 104.1 million for the group, with its subsidiaries.