Social networks overshadow paid platforms

The attention war rages on. 20% of French people say that their consumption of videos on social networks (TikTok, Instagram, YouTube, Facebook…) reduces the time spent on paid digital cultural services to which they are nevertheless subscribers, according to the Submix 23 study published by Bearing Point and based on an Opinion Way survey. The percentage rises sharply to 51% among 18-24 year olds. Then it decreases with age, still affecting 35% of 25-34 year olds, 26% of 35-49 year olds, but only 11% of 50-64 year olds and barely 4% of over 65 year olds.

Subscription video streaming services (SVOD), such as netflix, Disney+ or Amazon Prime Video, are particularly affected. Among users who say that online videos have an impact on their consumption of subscriptions, 52% believe that it reduces the time spent on SVOD platforms, specifies the study. A figure even climbing to 70% among 18-24 year olds.

“Snaked” consumption

“It’s a real concern for pay players,” comments Nicolas Reffait, partner at BearingPoint, who points out that this trend noticed among the youngest may be set to increase and spread to other segments of the market. ‘age.

According to him, while inflation weighs on the purchasing power of households, the free offers of social networks, capturing attention time, can constitute a substitute, for “snacked, non-involving” consumption, carried out to the detriment paid services. “But when the use is reduced, we put ourselves in danger of termination”, points out Nicolas Reffait.

The music too

Beyond SVOD, all types of subscription are affected by this competition, from video games and the online press to pay television, including music platforms as Deezer,AppleMusic Or Spotify. Among online video enthusiasts admitting an impact on their use of digital subscriptions, 26% cite music consumption as affected by this phenomenon.

According to a International Federation of the Phonographic Industry (IFPI) report published at the end of 2022, 32% of music consumption now takes place on YouTube, TikTok, Facebook or Instagram, all free services. According to the last annual report of the Syndicat national de l’édition phonographique (SNEP), 45% of 16-24 year olds – and more than a third of French people – say they now spend more time on TikTok than on online music services.

To capture the attention of Internet users, notes Bearing Point, social networks also offer exclusive content, going so far as to invent formats and modes. “A network like TikTok leads to changes in the way of consuming music, with in particular the emergence of speed-up songs, accelerated remixes inviting Internet users to focus on the atmosphere of the music, rather than its meaning and its instrumental variations. “, underlines the study.

This threat has not escaped the world leader in music streaming, Spotify. The Swedish giant recently updated its app, by emphasizing video and drawing inspiration from the vertical scrolling navigation popularized by TikTok.