SVOD : Une pratique stable en France en 2016

Selon une étude Médiamétrie, les internautes sont de plus en plus nombreux à acheter de la vidéo à la demance: 7 % en 2016, contre seulement 3 % un an plus tôt. Cette pratique, appelée EST (Electronic Sell-Through), correspond à la volonté de conserver une vidéo sur une longue période. Elle est encore épisodique: les utilisateurs achètent en moyenne une vidéo tous les 3 mois.

Les dessins animés comptent parmi les principaux contenus achetés.

Les autres pratiques de la VOD sont stables voire en recul.

Quant à la location de vidéos, elle connait une légère baisse: fin 2016, 1 personne sur 6 (16%) avait déjà loué une vidéo à la demande, contre 1 sur 5 en 2015. Plus de la moitié de ces mêmes utilisateurs visionnent également des programmes à un rythme régulier quotidien. Une pratique que certains exercent en parallèle de lachat: 1/3 des loueurs sont aussi des acheteurs.

Pour la vidéo à la demande par abonnement, la pratique connaît une stabilité avec 13% des internautes abonnés à un service SVOD selon l'étude.

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