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France: Digital Video Now 20% of Daily Viewing Time

By 2021, time spent with digital video will surpass 10% of daily media time

May 29, 2019 (New York, NY) – Adults in France are continuing to devote more time to digital, especially video.  Total viewing time (TV and digital video) remains steady, meaning viewers are replacing time spent with TV for digital video.  This year, for the first time, digital video time will surpass 20% of total viewing time.

Total viewing time among adults in France will remain at 4 hours, 30 minutes through 2021.  While TV makes up the majority, at 3 hours, 35 minutes this year, time spent is dropping.  TV time will fall 5 minutes this year and another 4 minutes next year.

Importantly, digital video is directly replacing the TV viewing time lost.  Digital video time among adults will grow 6 minutes to 55 minutes per day this year, adding another 4 minutes next year. By 2021, time spent with digital video will surpass 10% of daily media time in France.  Video time is growing at a faster rate than any other media form–nearly 11% this year.

“More original content is being published in French on digital video platforms such as Netflix and Amazon,” said Martín Utreras, vice president of forecasting at eMarketer. “That is driving higher engagement with these platforms, which is eating away at TV time.”

Overall, the time adults spend per day with traditional media, such as newspapers, magazines, radio and television, will drop 8 minutes this year to 5 hours, 57 minutes.  This is the first time traditional media consumption in France has dropped below 6 hours per day, or below 60% of total daily media time.

For comparison, average total digital time in France among adults will grow 8 minutes this year to 4 hours, 9 minutes per day, surpassing 40% of total media time.

“France is now entering a new phase: Digital media time is replacing traditional time, not adding to it,” said Karin von Abrams, principal analyst at eMarketer. “As the figures suggest, gains in digital time spent are balancing out declines in time spent with traditional media, so total media time is reaching a plateau.  Fundamentally, people are reaching a saturation point where they cannot consume much more media, even when they multitask. That’s partly because many of the digital media activities that have posted the most significant growth are quite engaging. They demand a certain amount of attention and therefore, don’t lend themselves to multitasking. Mobile social networking and on-demand digital video are prime examples of this.”


eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.


About eMarketer
Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy. eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research, including forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.


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Posted on May 30, 2019.