The platform of the giant Paramount arrives on a crowded market with Netflix, Amazon and Disney +. His boss for Europe details his ambitions.
Couple Olivier Ubertalli
© TIMOTHY A. CLARY / AFP
Published on
vthere is even more competition from the giants Netflix, Amazon Prime Video, Apple TV+ and Disney+. From this 1is December of a new offer of video content, films, series and programs for children. Paramount+, the video streaming service of the American giant Paramount, is launched in France, a few days after the opening in Italy. In his bag, franchises and series for the whole family. For the young people, Paw Patrol, sea sponge et Dora the Explorer ; for adults serial killer series Right ; and in film series such as Mission: Impossible, Top Gun, Transformers, Indiana Jones and a total of 200 films, including French features, thanks to an agreement with Gaumont. Paramount+ is available for €7.99 a month with no commitment or €79.90 a year.
“To attract the French public, we rely first of all on our international licenses such as Star Trek or South Park, as well as Tula Kingthe series with Sylvester Stallone which will be released in early 2023. Later we will develop more local content, such as the series The signal co-produced with Gaumont,” says Antonella Dominici, head of Parmount’s streaming business in Southern Europe, the Middle East and Africa.
The leader is aware that he is entering a market that is already well occupied by other American platforms. “France is a very competitive video streaming market. But there’s still room for Paramount+,” she continues, certain that in this “key” country there is “an audience already fond” of the content they know thanks to Paramount channels, such as Comedy Central, MTV, Nickelodeon and Paramount Pictures. “Although we come after several competitors in France, I am convinced that there is still an appetite for our high quality content. The fact of launching today allows us to learn from the various markets in which we are already present”, estimates Antonella Dominici.
READ ALSOBob Iger, Disney’s chief savior
46 million subscribers worldwide
Paramount+ already claims 46 million subscribers worldwide, compared to Netflix’s 223 million and Disney+’s 164 million. “Our company is the one in the sector that is currently growing the most. In the third quarter of 2022, Paramount + gained 4.6 million subscribers,” boasts the head of Paramount streaming in Southern Europe. The offer is marketed through two main channels: the operator Orange, with which the American group has an agreement, and Canal+, which offers it in its packages. “Thanks to Orange, we hope to reach 5 million subscribers and we have the ambition to attract a large part of the approximately 9 million Canal+ subscribers in France”, adds Antonella Dominici.
READ ALSOIs Netflix the enemy of sleep and creativity?
It remains to be seen what choices French viewers will make in this period of inflation. Are they as ready as Americans to pay for four or even five paid streaming services? Industry experts aren’t sure. Especially as AVOD, or advertising-financed video on demand, is starting to develop in France. Paramount does not put all eggs in one basket: the American group is present in AVOD, with Pluto TV, a free service paid for with advertising.
