{"id":712634,"date":"2023-03-07T19:34:00","date_gmt":"2023-03-07T18:34:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?p=712634"},"modified":"2025-03-04T07:12:59","modified_gmt":"2025-03-04T06:12:59","slug":"gagner-la-guerre-du-streaming","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/gagner-la-guerre-du-streaming\/","title":{"rendered":"Gagner la guerre du streaming"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Gagner la guerre du streaming<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/03\/Pic-SoniaRolland.jpg?w=602?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Sonia Rolland<\/h5><h5 class=\"blog-date\">7 mars 2023<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/gagner-la-guerre-du-streaming\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/gagner-la-guerre-du-streaming\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Une guerre du streaming est actuellement en cours dans le secteur du divertissement et des m\u00e9dias, et il semble probable que les gagnants seront les entreprises que la concurrence a cherch\u00e9 \u00e0 remplacer.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-les-trois-epoques-du-streaming\"><strong>Les trois \u00e9poques du streaming<\/strong><\/h2>\n\n\n\n<p>Au cours de la premi\u00e8re \u00e8re,&nbsp;les entreprises technologiques,&nbsp;Netflix en t\u00eate,&nbsp;ont lanc\u00e9 des services de streaming qui ont s\u00e9duit les jeunes t\u00e9l\u00e9spectateurs f\u00e9rus de technologie.&nbsp;\u00c0 l&#8217;\u00e9poque,&nbsp;le streaming \u00e9tait souvent consid\u00e9r\u00e9 comme une opportunit\u00e9 de niche.&nbsp;Les consommateurs appr\u00e9ciaient de pouvoir regarder ce qu&#8217;ils voulaient,&nbsp;quand ils le voulaient.&nbsp;<\/p>\n\n\n\n<p>Le succ\u00e8s des premiers services de streaming a donn\u00e9 naissance \u00e0 la deuxi\u00e8me \u00e8re,&nbsp;caract\u00e9ris\u00e9e par la croissance,&nbsp;la consolidation et la diversit\u00e9. Sentant l&#8217;opportunit\u00e9,&nbsp;un large \u00e9ventail d&#8217;entreprises ont lanc\u00e9 leurs propres services OTT.&nbsp;Le paysage &#8211; autrefois le seul territoire des entreprises technologiques offrant des services \u00e0 un march\u00e9 mondial &#8211; comprend d\u00e9sormais des entreprises de production et de diffusion de m\u00e9dias bien \u00e9tablies,&nbsp;des d\u00e9tenteurs de droits,&nbsp;des acteurs locaux et des agr\u00e9gateurs de contenu qui ressemblent beaucoup \u00e0 un r\u00e9seau traditionnel de t\u00e9l\u00e9vision par c\u00e2ble ou par satellite.&nbsp;<\/p>\n\n\n\n<p>Cette m\u00eame diversit\u00e9 de services et de contenus est aujourd&#8217;hui le moteur de la troisi\u00e8me \u00e8re de la guerre du streaming. Cette \u00e8re est perturbatrice et a d\u00e9j\u00e0 donn\u00e9 lieu \u00e0 quelques surprises :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Notamment des <a href=\"https:\/\/siecledigital.fr\/2022\/09\/23\/netflix-doit-il-craindre-une-perte-massive-de-ses-abonnes\/\" target=\"_blank\" rel=\"noreferrer noopener\">pertes importantes d&#8217;abonn\u00e9s chez Netflix<\/a>. <\/li>\n\n\n\n<li>La r\u00e9action froide du march\u00e9 au <a href=\"https:\/\/www.lemonde.fr\/economie\/article\/2023\/02\/09\/disney-perd-des-abonnees-sur-sa-plateforme-de-streaming-et-licencie-7-000-employes_6161078_3234.html#:~:text=Netflix%2C%20le%20v%C3%A9t%C3%A9ran%20et%20leader,4%2C5%20milliards%20de%20dollars.\" target=\"_blank\" rel=\"noreferrer noopener\">nombre d&#8217;abonn\u00e9s de Disney+ en raison de la faiblesse du revenu moyen par utilisateur de ce service.<\/a> <\/li>\n\n\n\n<li>L&#8217;annonce par un certain nombre d&#8217;acteurs du <a href=\"https:\/\/www.journaldunet.com\/ebusiness\/crm-marketing\/1514913-la-svod-le-graal-de-la-publicite-video\/\" target=\"_blank\" rel=\"noreferrer noopener\">lancement de services financ\u00e9s par la publicit\u00e9<\/a> qui ressembleront beaucoup au mod\u00e8le de diffusion d&#8217;antan.<\/li>\n<\/ul>\n\n\n\n<p>Cette troisi\u00e8me \u00e8re sera caract\u00e9ris\u00e9e par l&#8217;agr\u00e9gation et la consolidation \u00e0 mesure que le secteur se rationalisera.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>L&#8217;essor de l&#8217;AVOD<\/strong><\/h2>\n\n\n\n<p>De nombreux services de streaming actuels sont bas\u00e9s sur le mod\u00e8le de la vid\u00e9o \u00e0 la demande par abonnement&nbsp;.&nbsp;La troisi\u00e8me \u00e8re de la guerre du streaming sera domin\u00e9e par <a href=\"https:\/\/www.cnc.fr\/professionnels\/etudes-et-rapports\/etudes-prospectives\/observatoire-de-la-video-a-la-demande--janvier-2023_1882166\" rel=\"noreferrer noopener\" target=\"_blank\">l&#8217;essor des offres de vid\u00e9o \u00e0 la demande bas\u00e9es sur la publicit\u00e9<\/a>,&nbsp;une strat\u00e9gie puissante pour plusieurs raisons.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Premi\u00e8rement,&nbsp;elle est moins ch\u00e8re pour les consommateurs,&nbsp;ce qui exerce une pression \u00e0 la baisse sur les prix des services de SVOD.&nbsp;<a href=\"https:\/\/viuz.com\/annonce\/2023\/01\/20\/55-des-francais-favorables-a-la-publicite-pour-financer-leurs-abonnements-en-streaming-etude-the-trade-desk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Si certains consommateurs continueront \u00e0 payer un suppl\u00e9ment pour un service SVOD sans publicit\u00e9,&nbsp;d&#8217;autres seront heureux de r\u00e9duire de moiti\u00e9 &#8211; ou plus &#8211; leur facture de streaming pour obtenir essentiellement les m\u00eames programmes via une cha\u00eene AVOD.<\/a><\/li>\n\n\n\n<li>Cette m\u00eame relation personnalis\u00e9e que les services de streaming sont en mesure d&#8217;entretenir avec leurs clients peut \u00e9galement g\u00e9n\u00e9rer des informations sur chaque client,&nbsp;qui peuvent \u00eatre exploit\u00e9es pour obtenir des tarifs plus \u00e9lev\u00e9s de la part des annonceurs.&nbsp;L&#8217;opportunit\u00e9 de r\u00e9cup\u00e9rer ces revenus avec les audiences de streaming est trop importante pour la laisser passer.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Agr\u00e9gation et consolidation<\/strong><\/h2>\n\n\n\n<p>Par cons\u00e9quent, l&#8217;agr\u00e9gation et la consolidation de services de streaming sont devenues essentielles pour les entreprises qui veulent tirer parti des avantages du streaming AVOD et profiter des revenus publicitaires qu&#8217;il g\u00e9n\u00e8re. Des plateformes de streaming AVOD telles que Pluto TV, Tubi et Xumo sont en pleine expansion et sont soutenues par des annonceurs pr\u00eats \u00e0 investir dans ces services. Ces plateformes peuvent \u00e9galement \u00eatre int\u00e9gr\u00e9es \u00e0 d&#8217;autres services de streaming tels que Hulu, Netflix, Amazon Prime et YouTube TV, qui offrent des contenus \u00e0 la demande payants et sans publicit\u00e9.<\/p>\n\n\n\n<p>Pour les consommateurs, le march\u00e9 fragment\u00e9 du paysage actuel du streaming peut \u00eatre un inconv\u00e9nient. Cela les oblige \u00e0 rechercher et \u00e0 payer le contenu de plusieurs services, et ils peuvent ne vouloir s&#8217;abonner \u00e0 un service donn\u00e9 que pour une petite partie de son contenu disponible, ce qui peut leur donner l&#8217;impression que leur abonnement perd de la valeur. Si l&#8217;agr\u00e9gation peut offrir un succ\u00e8s commercial \u00e0 court terme, il est probable que la consolidation se poursuivra sur le long terme.<\/p>\n\n\n\n<p>Elles disposent \u00e9galement de biblioth\u00e8ques de programmes attrayants qui remontent \u00e0 plusieurs d\u00e9cennies,&nbsp;ainsi que de l&#8217;exp\u00e9rience et des relations industrielles n\u00e9cessaires pour produire davantage.&nbsp;Ces biblioth\u00e8ques \u00e0 elles seules permettent aux soci\u00e9t\u00e9s de m\u00e9dias \u00e9tablies de gagner la troisi\u00e8me \u00e8re de la guerre du streaming,&nbsp;m\u00eame si elles \u00e9largissent leur contenu avec de nouvelles productions.<\/p>\n\n\n\n<p>M\u00eame si on constate un ralentissement de la croissance des abonn\u00e9s, on peut penser que les plateformes de streaming sont \u00e0 l&#8217;aube d&#8217;une nouvelle \u00e8re. Netflix a d\u00e9clench\u00e9 une transformation des m\u00e9dias et est \u00e0 pr\u00e9sent un acteur de premier plan. De nouvelles perspectives sont \u00e0 explorer, ce qui suscite un int\u00e9r\u00eat consid\u00e9rable, comme en t\u00e9moigne <a href=\"https:\/\/www.bfmtv.com\/tech\/actualites\/streaming\/free-lance-un-service-de-streaming-de-films-et-series-sans-surcout-mais-avec-de-la-publicite_AV-202303070243.html\" target=\"_blank\" rel=\"noreferrer noopener\">le tout r\u00e9cent lancement par Free de sa plateforme AVOD, OQEE Cin\u00e9<\/a> : 300 films r\u00e9serv\u00e9s aux abonn\u00e9s o\u00f9 la publicit\u00e9 sera jou\u00e9e en d\u00e9but ou milieu de diffusion.<\/p>\n\n\n\n<p class=\"has-small-font-size\" style=\"font-style:italic;font-weight:400\">Article tir\u00e9 du point de vue <a href=\"https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/capture-consumer-attention-build-viewer-loyalty-and-win-the-video-streaming-wars\/\">Capture consumer attention, build viewer loyalty, and win the video-streaming wars<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section 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This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gagner la guerre du streaming - Capgemini France<\/title>\n<meta name=\"description\" content=\"Quelles strat\u00e9gies gagnantes pour les plateformes de streaming dans un paysage m\u00e9diatique hyper-concurrentiel ?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/gagner-la-guerre-du-streaming\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gagner la guerre du streaming\" \/>\n<meta property=\"og:description\" content=\"Quelles strat\u00e9gies gagnantes pour les plateformes de streaming dans un paysage m\u00e9diatique hyper-concurrentiel ?\" \/>\n<meta property=\"og:url\" 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