Find out why YouTube is now France's leading TV channel, outperforming traditional channels with record audiences and innovative formats.
With its meteoric rise over the past two decades, YouTube has established itself as a key player in the French audiovisual landscape. According to Médiamétrie figures, the platform has overtaken the major French TV channels in terms of audience and engagement, becoming a must-have medium for millions of French people. This turning point reflects a major shift in audiovisual consumption habits, where interactivity and content diversity play a central role.
YouTube, the number one choice of the French
YouTube was recently declared "France's leading TV channel" by Justine Ryst, General Manager of YouTube France. This declaration is backed up by some impressive figures. In May this year, YouTube recorded 42.6 million users over the age of 15, surpassing the audiences of traditional TV channels. Among 15-49 year-olds, a demographic group prized by advertisers, the platform also dominates overwhelmingly.
The French spend an average of 41 minutes a day on YouTube, testifying to the popularity of a personalized viewing experience accessible from a variety of screens, including smartphones, connected TVs and computers.
A multi-screen platform in the throes of change
While YouTube has historically been associated with smartphone viewing, usage is changing rapidly. Today, the TV set is the second most popular screen for watching YouTube in France. This phenomenon can be explained by the growing popularity of long, immersive content adapted to the big screen.
The platform now offers videos optimized for TV sets, an initiative that is part of a broader strategy to conquer the traditional audiovisual space. Content creators are also adapting to this new reality, diversifying their formats to captivate an ever-wider audience.
The success of varied formats on YouTube
One of YouTube's major strengths lies in its ability to offer a diversity of formats. From short "shorts" videos to vertical content and long-form documentaries, YouTube caters for all audiences. These innovations enable the platform to remain competitive with rivals such as TikTok or Instagram.
Shorts", for example, launched to compete with TikTok's short videos, quickly won over users. In just three years, this format has generated 70 billion daily views worldwide. This massive adoption bears witness to the effectiveness of YouTube's multi-format strategy.
A key player for traditional media
Although YouTube dominates the digital market, the platform is not necessarily positioned as a direct competitor to traditional TV channels. On the contrary, it fosters strategic collaborations. Media such as Arte, TF1 and France Télévisions have invested heavily in exclusive content for YouTube, testifying to the complementary nature of the two worlds.
Iconic figures from French television, such as Élise Lucet and Claire Chazal, have also launched their own YouTube channels, marking a significant rapprochement between the digital universe and the traditional audiovisual landscape.
A cultural and technological revolution
YouTube's emergence as a leader in France's audiovisual landscape reflects a profound cultural transformation. Viewers are now looking for content that is varied, interactive and accessible at all times. YouTube meets these expectations with a plethora of content, powerful algorithms and unrivalled accessibility.
The platform has also enabled a new generation of creators to flourish, offering a credible alternative to traditional media. With hits like Inoxtag's documentary "Kaizen", viewed by millions, YouTube is proving that it can compete with the biggest TV productions.
What you need to remember
YouTube is much more than just a video-sharing site. With record audiences, a diversification of formats and a growing presence on TV sets, the platform is establishing itself as a major player on French television. This success is based on its ability to innovate and meet the changing expectations of viewers. As YouTube prepares to celebrate its 20th anniversary, its impact on the French audiovisual landscape continues to grow, redefining the way content is produced and consumed.