TV viewing habits evolve in France

28 July 2011

PARIS: Consumers in France are accessing TV and video content via an increasingly diverse range of channels, new research has found.

Médiamétrie, the research group, surveyed 4,000 people aged 15 years old and above regarding their media habits.

Overall, mainstream TV remains the primary means of watching video, but new behaviours are rapidly emerging.

Médiamétrie reported that the average household currently contains 5.3 "screens", from traditional TV sets to laptops, tablets and smartphones.

This figure had grown from just over four "screens" three years ago, and reflects wider changes taking place in the electronics market.

At present, 44% of people owning tablets stream TV programmes in real-time, utilise catch-up services or access video-sharing platforms like YouTube and Daily Motion on these devices.

Elsewhere, a third of smartphone owners watch video through this route, up from a quarter last year, and 19% enjoy TV shows as they are aired.

Similarly, 28% of participants now use video-on-demand services from broadcasters which are available on the internet.

"Today, consumers are not necessarily aware of the different screens they have at their disposal. They are more focused on content than on the equipment itself," said Jamila-Yahia Messaoud, of Médiamétrie.

Data sourced from Médiamétrie; additional content by Warc staff