In 2022, streaming platforms are experiencing explosive growth, disrupting consumption habits. Once dominated by a few giants, they are now seeing new players emerge, offering diverse content ranging from movies and series to documentaries, podcasts, and video games.
This diversification reflects an increased demand for personalized experiences that are accessible at any time. Users are now looking for more than just entertainment: they want platforms that can cater to specific interests, from gastronomy to education, extreme sports, and meditation. In this context, innovation and variety become major assets for standing out.
Related reading : Essential Platforms for Video Sharing and Streaming Online
The growth factors of streaming platforms in 2022
The rise of streaming platforms in 2022 is largely due to several key factors. The pandemic has significantly accelerated this trend, confining millions of people at home and increasing their consumption of online content. SVOD platforms have thus seen their usage grow exponentially. According to Nielsen, the share of video streaming increased by 21% between May 2021 and May 2022.
Recommended read : The best platforms for downloading series and movies in 2024
Innovation and social interaction
Technological innovation plays a fundamental role in this expansion. Features like Watch Party, popularized during the pandemic, allow users to watch movies or series together, even from a distance. Similar options such as Netflix Party, Group Watch on Disney+, and SharePlay from myCanal via iOS 15 enhance the user experience.
Marketing and content diversification
Brands are also taking advantage of this growth to reach their audience in a more targeted manner. They use streaming to attract and retain consumers. Companies like Seb and Rowenta have integrated live streaming on platforms like Twitch to promote their products. Segmented television, validated by ARPP, allows for personalized advertising campaigns that directly reach consumers.
- PopCorn: A talk show hosted by Domingo on Twitch.
- PopCorn Festival: Gathering of 120,000 people on-site and 180,000 online.
A changing market
Strategic collaborations like that of Salto with TF1, M6, and France Télévision demonstrate the importance of adaptation. Despite innovative initiatives, some platforms like JustDaz are facing difficulties. This underscores the need for a robust omnichannel strategy, supported by technology partners like Zendesk.
The new players and content diversification
The year 2022 saw the emergence of many new players in the streaming market. Among them, Paramount+ made a notable entry in France, offering a vast library of diverse content. This arrival is part of a dynamic where platforms seek to stand out through the quality and variety of their offerings. In contrast, Lionsgate+ has decided to withdraw from the French market, thus highlighting the volatility and intense competition in the sector.
The rise of content creators
The growth of streaming platforms is accompanied by a diversification of content to meet the expectations of active users. Content creators play a central role in this evolution. Platforms like YouTube, TikTok, and Instagram have become fertile ground for creators seeking visibility and engagement. This dynamic is supported by studies conducted by Insee, Submix, and BearingPoint, which show a significant increase in the production and consumption of videos on these platforms.
The marketing strategy of new entrants
New entrants in the market are adopting innovative marketing strategies to capture the attention of consumers. Video marketing and live streaming have become essential levers. For example, brands collaborate with influencers to promote their products through live sessions on Twitch or Instagram Live. This approach allows for direct and authentic interaction with the audience, thereby strengthening customer loyalty.
- Morgane and Guillaume illustrate this trend: subscribers to Netflix, Disney+, and Prime Video, they symbolize the diversity of choices available to consumers.
- Paramount+ and Lionsgate show the challenges and opportunities in a constantly evolving market.