As part of a joint survey undertaken by the European Audiovisual Observatory and the market research company AQOA, Unifrance presents, for the third consecutive year, a study on the promotion of French films on transactional video-on-demand (TVOD) platforms in Europe.
Three levels of data analysis make it possible to pinpoint the position of French films on TVOD:
- Referencing: study of the number of the titles offered on VOD platforms
- Promotion: study of the content management of VOD catalogs (promotion of titles, human or algorithmic-based)
- Consumption: study of the performance of films on VOD platforms (number of views, transactions, royalties)
In September 2021, Unifrance published, for the third consecutive year, a study on the referencing of French films on subscription VOD (SVOD) platforms based on data provided by Ampere Analysis. Today, our newly released study on the promotion of films adds a second level of analysis of the data: in addition to the referencing of French films in the catalogs of these platforms, this study analyzes the degree of promotion of French films on TVOD services.
While SVOD platforms utilize a strategy for promoting titles that is primarily based on algorithms (the service's homepage varies for each user according to their tastes and consumption habits), the strategy for content management on TVOD services is generalized and targets all users in order to encourage consumption.
Overall, across all of the platforms and promotional spots studied, French films represented 4.5% of films promoted. American films accounted for the majority of titles promoted (58.5%), followed by films from the European Union (11.7%, excluding France).
French films rank as the 3rd most promoted content nationality (moving up one place from 2020), and the leading non-English content nationality promoted on the European TVOD platforms studied.
This study and a summary of results can be downloaded below (French version only).