With 301.6 million subscribers by the end of 2024 and a revenue increase of 16%, Netflix continues to redefine the rules of streaming. But this meteoric rise is not without consequences. The French audiovisual landscape (PAF), long dominated by traditional channels, struggles to counter the impact of the American giant.
Record growth, supported by bold strategies
In 2024, Netflix surpassed the 300 million subscriber mark, an unparalleled achievement in the industry. The company consolidated this growth by adopting a strict policy against account sharing, imposing an extra charge on users sharing their subscription outside their household. This measure converted "freeloaders" into paying subscribers, thus increasing revenue.
Its original content remains a pillar of its strategy. Among the year’s major successes, the second season of the phenomenon series Squid Game and live programs, such as NFL games or the highly publicized fight between Jake Paul and Mike Tyson, made a strong impression. This diversification attracts an ever-wider audience and reinforces its dominant position.
The PAF under pressure: increasingly tough competition
In France, Netflix now has more than 10 million subscribers, nearly 40% of households with an internet connection. A performance that shakes the pillars of the PAF, such as France Télévisions, TF1, and M6. These must double their efforts to remain competitive against a model based on innovation and personalization.
French initiatives, like the Salto platform, have not been able to compete with Netflix’s abundant and international offering. Historical channels are trying to strengthen their digital offerings, but audience fragmentation works against traditional media. Younger generations favor on-demand and personalized content, abandoning fixed program schedules.
A strategic but controversial price increase
Despite its success, Netflix continues to raise its prices, a policy that could worry its subscribers. In the United States, rates have recently increased, with the "Standard" plan rising from $15.50 to $18. In France, the Premium plan already reaches 19.99 euros, and further increases seem likely.
This strategy is accompanied by the development of its ad-supported offering, whose price has also been revised upwards. More than 55% of new subscribers now opt for this plan, which could represent a growing share of the platform’s revenue. A way to expand its user base while attracting advertisers in a rapidly changing advertising market.
Live content: the game-changing bet
Netflix is now betting on live content to continue its growth. In 2024, the platform signed a $5 billion contract with WWE, thus strengthening its sports catalog. It also acquired the broadcasting rights for the FIFA Women’s World Cup, attracting new audience segments.
This diversification marks a turning point in Netflix’s strategy. Live content, long the exclusive domain of traditional channels, becomes a new growth opportunity for the streaming giant. A development that is likely to increase the pressure on the PAF, already weakened by the loss of audience.
What solutions for the French PAF?
Faced with this growing threat, French players must innovate to remain competitive. This could involve strengthened collaboration between channels, enhancing local content, and a more attractive digital offering. But the task is daunting: Netflix benefits from a global reach and massive investments that are beyond the reach of national groups.
Meanwhile, French regulations, such as the European production quotas imposed on platforms, attempt to rebalance the forces at play. However, these measures remain limited against Netflix’s powerful impact.
A new audiovisual paradigm
The rise of Netflix illustrates a major upheaval in the audiovisual landscape. With a diversified offering, controlled price increases, and a foray into live content, the American platform sets new trends. The PAF struggles to keep pace.
For consumers, this evolution represents a richer but more expensive offering. For traditional players, it requires deep strategic reflection. One thing is certain: Netflix’s reign is just beginning.
