20% increase in spending in 2021
Dalenis, digital payments fintech specialist at Groupe BPCE, on the eve of the end-of-year celebrations, presents key lessons learned from the payments observatory. to better understand French consumer habits in terms of digital entertainment (movies, series, music, books through digital platforms and video games). The study shows a 50% peak in digital entertainment consumption in 2020 (compared to 2019); as well as a 20% increase in spending and a 37% increase in transactions between 2020 and 2021. Video streaming and VOD, as well as video games, top the list of most consumed products and services.
+37% digital entertainment transactions compared to 2020
The Observatory highlights a major upward trend in digital entertainment consumption in France: +33% spending between 2019 and 2020 and +20% between 2020 and 2021, when one would think this trend would dry up. .
This growth is mainly driven by video streaming and video on demand, which increased by 26% between 2019 and 2020 and then by 7% between 2020 and 2021. For its part, if the video game sector peaked in 2020 during the lockdown. (+27% spending in 2020 compared to 2019), the fact remains that between 2019 and 2021, spending increased by 12%, which confirms the real growth trend in the video game market.
The difference in evolution between video streaming/VOD and video games (+36% in 2 years for video versus +12% for video games) is due to very different economic models: video streaming and VOD are mostly subscription-based, with new customers guaranteeing long-term revenue , while video game purchases are made more frequently in “one shot“.
Another interesting data: the evolution of expenses depending on seasonality. Digital entertainment consumption (except for self-isolation) is quite stable at the beginning of the year, and from October to December increases by 25-40% compared to other months, which can be explained by the holidays at the end of the year. , ‘year. The 2020 data should be viewed with a little more perspective as we see an increase of almost 60% in incremental spending between September and December 2020. This increase can also be explained by the imposition of a curfew for several months.
Although the average basket has been relatively stable for 3 years and fluctuated around 15.5 euros, in 2021 it fell by 12.9% and reached 13.48 euros (compared to the previous year). This figure can be explained by an increase in the number of transactions.
Although France’s spending in the digital entertainment sector rose strongly during the first imprisonment, it is nonetheless constantly rising, with a notable increase in 2021, indicating its presence in French consumer habits.
More than half of the costs for the under-35 team
Youth are responsible for spending in the sector: over a quarter of spending is for those under 24 and 54% for those under 35. More precisely, if people aged 25 to 44 spend the most on video streaming and VOD, then it is people under 24 who win the prize on the video game side with 36.4% of spending in October 2021 compared to 26.8% among 25 -year-olds. 34 year olds and 18.4% among 35-44 year olds. We find here again the implications of the economic model of streaming platforms and video games: these data can be quite easily explained by higher incomes among 25-44 year olds, assuming long-term spending with a monthly subscription, as well as a higher priority. to this associated consumption compared to other expenditure items.
Video games are more appealing to younger male audiences, as 77% of spending is done by men, with those under 25 leading the way (36%).
Video streaming and VOD are becoming increasingly popular. Expenditures are balanced between men and women, with the 25-44 age group (50%) being the most consuming age group, with 25-34 year olds coming out on top. However, we are seeing a more significant change for women: +8.6% in total compared to 2020 vs. +4.8% for men and +10.4% in transactions vs. +5.9% for men.
Ludovic KhouryDalenys CEO, analysis:
Digital entertainment has seen significant growth over the past two years. The video game and video streaming/VOD sectors have performed well during the lockdown and it is very exciting to see this trend continue. The French have revised their consumption habits to become more regular, which is good news for this very busy sector.“