BearingPoint’ s Submix24 study examines the current and future dynamics of digital subscriptions in France. This constantly evolving market is remarkably resilient, despite a difficult economic climate. Here are the points from the study that caught our attention the most!

Subscription stability and resilience

Despite persistent inflation and pressure on household budgets, digital pay subscriptions – such as SVOD, pay-TV, online press, online games and music streaming – are holding their own in French households. This stability reflects the perceived value of these services to consumers, who see them as a safe haven in times of crisis.

Key points :

  • Penetration rate: The penetration rate of SVOD offers stabilized at 63%, compared with 65% the previous year.
  • Subscription mix: Households have an average of 3.2 subscriptions, with a clear preference for video-on-demand and music services.
  • Subscription sharing: 39% of Disney+, 56% of Amazon Prime Gaming and 40% of YouTube Music subscribers share their login details.

Impact of Inflation on Subscription Behavior

Inflation affects subscription behavior, driving consumers to look for cheaper offers or to consider subscriptions that include advertising. More than half of respondents said they would cancel their subscription in the event of a price increase of 10% without compensation.

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Subscription sharing is therefore an obvious solution for avoiding the need to cancel a subscription while limiting its cost, with a sharing rate that is not weakening on core subscriptions.

Consumer adaptations :

  • Packaged offers: 80% of respondents would be ready to switch to a packaged offer, or are already doing so.
  • Integrated advertising: 70% of 18-24 year-olds would accept a cheaper offer that included advertising.

3. Ecological concerns

Ecological concerns are becoming increasingly important. Nearly 46% of respondents (and 60% of 18-24 year-olds) consider the ecological footprint of their subscriptions to be a major concern.

4. Model evolution and new offers

The subscription market continues to evolve with the introduction of new offers and services. For example, Netflix has launched an ad-supported offer at €5.99 a month, while platforms like Vivlio Stories are expanding in the streaming reading field.

New Actors :

  • Streaming Reading: 17% of respondents have a subscription to a streaming reading offer, with a strong presence for Kindle Amazon and Audible.
  • Subscriptions to Content Creators: 19% of respondents say they have a subscription to a content creator or platform such as YouTube or Twitch.

5. User perception and satisfaction

User satisfaction varies from department to department. Spotify and Apple Music dominate in terms of satisfaction for the second year running. On the other hand, services like Netflix show a decline in satisfaction linked to perceptions of high costs.

Classification of Indispensable Services :

  • Netflix: 53% of subscribers consider Netflix indispensable.
  • Spotify: 36% of subscribers see Spotify as their most indispensable service.

Subscriber profile by age group

Subscriber profiles vary significantly by age. 18-24 year-olds have an average of 4.5 subscriptions, and are more open to the use of their personal data to improve services. The 35-49 and 65+ age groups show distinct subscription behaviors, with a preference for services like Canal+ and Netflix.

Behavior by age group :

  • 18-24 year-olds: Favor Netflix (29%) and Spotify (24%), and spend over €62 per month on average. Their use of social networks partly limits their use of paid subscriptions, despite being the biggest spenders of all generations.
  • 35-49 years: Prefer Netflix (44%) and are less affected by videos on social networks. Spend more than €43 per month on average.
  • 65 and over: Are reluctant to share their personal data and watch few videos on social networks. Their expenditure is the lowest, at around €38 per month.

Effects of Inflation on Total Expenditure

Higher rates mean higher total subscription costs. Subscribers are becoming more cost-conscious and are looking for ways to maximize the value of their subscriptions, such as through code-sharing or the adoption of advertising-integrated offers.

Future Trends and Innovations

The study highlights several future trends, including the hybridization of Pay TV and SVOD models, with players like Netflix investing in sports live streaming. What’s more, services incorporating premium features, exclusive content and enhanced user experience are becoming key differentiating factors.

Future prospects :

  • Netflix: Launched the “Netflix Cup” and acquired sports rights, signaling a strategic shift towards live sports.
  • Apple TV+ and Paramount+: Progress in terms of user satisfaction and cost perception.

What we remember

BearingPoint’s Submix24 study reveals that the digital subscription market in France is both resilient and constantly evolving. Consumers continue to value these services despite economic pressures, while looking for more affordable and eco-responsible options.

Market players must therefore continually adapt to meet growing expectations in terms of content, price, user experience and ecological sustainability.

This in-depth analysis highlights the importance for subscription providers of understanding and anticipating their subscribers’ needs in order to remain competitive in a dynamic and competitive environment.

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