French Streaming Viewers are Watching With Others, Boosting Ad Impact: New Magnite Study
PARIS, FRANCE - Streaming in France is rapidly evolving from a solitary activity into a shared social experience, presenting a significant prospect for advertisers, according to a new study released by Magnite. The research reveals that co-viewing and live programming, especially sports, are key drivers of this trend, dramatically increasing the effectiveness of advertising campaigns.
The study found that a ample 73% of French viewers utilize connected television (CTV) for streaming content. Crucially, 72% of those viewing sessions involve multiple peopel, transforming streaming into a “catalyst for collective experiences.” On average, French viewers watch CTV with three other individuals present.
This shared viewing environment translates directly into heightened ad impact.Magnite’s data shows co-viewers are 47% more likely to discuss advertisements they see, 49% more likely to remember them, and 40% more likely to perceive them as relevant.
“An advertisement broadcast in a shared context naturally becomes a subject of conversation and memorization,” the report highlights.
The effect is even more pronounced during live events. 59% of French people watch sports programs or other live broadcasts at least monthly, with 54% doing so with company. Viewers are significantly more receptive to advertising during these moments: 43% report being more inclined to take action after seeing an ad during a live program compared to on-demand content. Moreover, 47% find these ads more interesting, and 51% demonstrate better brand recall.
The study also points to the rise of “second screen” engagement. 53% of viewers use another device – for messaging, browsing, or purchases – while watching CTV, meaning ads shown during live events are not only seen but also actively discussed and possibly shared.
Magnite’s research concludes that streaming in France is increasingly a “moment of conviviality,” whether it’s a group watching a Champions league match or a family enjoying a new series like Lupine. This shift presents a “tremendous opportunity” for advertisers to connect with audiences in shared, memorable experiences, leading to better ad recall and increased consumer action.
The full study, along with research from Germany and Italy, is available on the Magnite website: https://www.magnite.com/research/
