{"id":311919,"date":"2020-05-12T04:00:00","date_gmt":"2020-05-12T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/etude-tv-connectee-et-streaming-video\/"},"modified":"2024-11-13T10:57:37","modified_gmt":"2024-11-13T10:57:37","slug":"etude-tv-connectee-et-streaming-video","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/etude-tv-connectee-et-streaming-video\/","title":{"rendered":"\u00c9tude TV Connect\u00e9e et Streaming Vid\u00e9o"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">Le visionnage de contenus <a href=\"https:\/\/integralads.com\/fr\/insider\/tendances-de-la-publicite-digitale-en-2020\/\">vid\u00e9o \u00e0 la demande<\/a>, via abonnement ou en t\u00e9l\u00e9vision de rattrapage, a connu une croissance exponentielle ces derni\u00e8res ann\u00e9es. Mais quels sont les services et \u00e9crans pr\u00e9f\u00e9r\u00e9s en France pour ce mode de visionnage ? IAS d\u00e9crypte ces usages avec une nouvelle enqu\u00eate consommateurs.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><b>Netflix domine le streaming vid\u00e9o payant avec \u2154 d\u2019internautes abonn\u00e9s<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">L\u2019abonnement \u00e0 une plateforme de streaming vid\u00e9o est tr\u00e8s r\u00e9pandu en France, avec pr\u00e8s de 8 internautes interrog\u00e9s sur 10 abonn\u00e9s \u00e0 au moins \u00e0 un service de contenus vid\u00e9o. Netflix domine le secteur des plateformes de SVOD, avec deux tiers des internautes abonn\u00e9s (67%). 2<\/span><span style=\"font-weight: 400;\">\u00e8me<\/span><span style=\"font-weight: 400;\"> et 3<\/span><span style=\"font-weight: 400;\">\u00e8me<\/span><span style=\"font-weight: 400;\"> plateformes cit\u00e9es : Amazon Prime et MyCanal avec respectivement 28% et 18% d\u2019abonn\u00e9s. \u00c0 noter que l\u2019\u00e9tude a \u00e9t\u00e9 r\u00e9alis\u00e9e en mars 2020, soit avant le lancement de Disney+.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-113018\" src=\"\/wp-content\/uploads\/2020\/05\/FR_CTV_study_chart_v2-760x428.png\" alt=\"\" width=\"760\" height=\"428\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Malgr\u00e9 l&#8217;adoption g\u00e9n\u00e9ralis\u00e9e des services payants de vid\u00e9o \u00e0 la demande, le nombre moyen d\u2019abonnements reste inf\u00e9rieur \u00e0 2 plateformes : les internautes fran\u00e7ais sont abonn\u00e9s \u00e0 1,6 plateformes vid\u00e9o en moyenne. Pour autant, 40% des personnes interrog\u00e9es pr\u00e9voient de souscrire de nouveaux abonnements de vid\u00e9o \u00e0 la demande dans les 12 prochains mois et la p\u00e9riode de confinement a peut-\u00eatre acc\u00e9l\u00e9r\u00e9 cette croissance.<\/span><\/p>\n<h3><b>71% des internautes acceptent les publicit\u00e9s en \u00e9change de contenus vid\u00e9o gratuits<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">La souscription \u00e0 plusieurs services payants de vid\u00e9o \u00e0 la demande peut s\u2019av\u00e9rer on\u00e9reux pour les consommateurs fran\u00e7ais. Et le streaming gratuit leur offre \u00e9galement de nombreuses autres possibilit\u00e9s. Les contenus gratuits ont ainsi leur audience avec<\/span> <span style=\"font-weight: 400;\">pr\u00e8s d\u2019un internaute fran\u00e7ais sur 2 (48%) visionnant des contenus vid\u00e9o gratuits (dont la t\u00e9l\u00e9vision de rattrapage) et 70% des internautes pr\u00e9voient d\u2019utiliser des services de streaming vid\u00e9o gratuits dans les 12 prochains mois.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De plus, la publicit\u00e9 est largement accept\u00e9e en \u00e9change de contenus gratuits : 71% des internautes en France sont pr\u00eats \u00e0 voir des publicit\u00e9s pour avoir acc\u00e8s \u00e0 des contenus vid\u00e9o gratuits. Cependant ces publicit\u00e9s doivent \u00eatre de qualit\u00e9 pour une majorit\u00e9 de Fran\u00e7ais : 41% jugent importante ou tr\u00e8s importante la qualit\u00e9 des cr\u00e9ations publicitaires affich\u00e9es au sein du contenu vid\u00e9o et seuls 22% n\u2019y accordent pas d\u2019importance.<\/span><\/p>\n<h3><b>La t\u00e9l\u00e9vision connect\u00e9e, \u00e9cran privil\u00e9gi\u00e9 pour le streaming vid\u00e9o<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Lorsqu\u2019ils regardent des contenus vid\u00e9o en streaming, pr\u00e8s des deux tiers des Fran\u00e7ais interrog\u00e9s (64%) le font sur TV connect\u00e9e, suivie \u00e0 \u00e9galit\u00e9 du mobile et de l\u2019ordinateur (47%).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Au fur et \u00e0 mesure que les investissements en TV connect\u00e9e se d\u00e9veloppent, les techniques de fraude \u00e9galement, d\u2019o\u00f9 l\u2019importance de s\u2019en pr\u00e9munir. Rappelons qu\u2019IAS a lanc\u00e9 en juin 2019 une solution d\u2019ad-v\u00e9rification en environnement \u00ab OTT \u00bb (Over-the-top), regroupant les Smart TV ou consoles de jeux. En France, l\u2019acc\u00e8s aux contenus vid\u00e9o \u00e0 la demande sur TV connect\u00e9e se fait majoritairement, \u00e0 90%, via les boxes Internet (IPTV), et minoritairement via OTT (10%). La mesure OTT fonctionne et IAS explore la partie IPTV en France mais n\u00e9cessite, pour aboutir, les donn\u00e9es anonymis\u00e9es des op\u00e9rateurs t\u00e9l\u00e9coms.\u00a0<\/span><\/p>\n<h5><strong><span style=\"color: #ff574a;\">T\u00e9l\u00e9chargez l\u2019\u00e9tude ci-dessous.<\/span><\/strong><\/h5>\n","protected":false},"excerpt":{"rendered":"<p>Le visionnage de contenus vid\u00e9o \u00e0 la demande, via abonnement ou en t\u00e9l\u00e9vision de rattrapage, a connu une croissance exponentielle ces derni\u00e8res ann\u00e9es.<\/p>\n","protected":false},"author":1,"featured_media":296644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,463,485,459,468],"tags":[465],"class_list":["post-311919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-etudes","category-featured-fr","category-livres-blancs","category-tv-connectee-et-video","tag-streaming-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - 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