The Streaming Temptation Suits But A Few

Michael Hedges November 16, 2022 Follow on Twitter

There was a time when streaming video services were king of the media mountain. Not only were viewers signing up in droves, quite often to more than one service, but the “streamers” - as they are known - took command of the production capitals. After all, cranking out new and different films and series had a certain appeal for viewers looking for more, not to forget bigger. There have been blockbusters. All of this attracted investors, always looking for earth shaking returns. The coronavirus pandemic hit and the streaming video business just got mammoth. Then it all got real.

Everybody and their nearest neighbor wanted to be in the streaming video business. Broadcast television became - in more ways than one - yesterday’s news. There was something of a panic to get into the market, which seemed irrepressible. And the biggies just got bigger. New offerings on Netflix and Amazon Prime claimed prime media real estate.

One of the later arrivals was French streamer Salto that launched just two years ago. It had numerous advantages, not least of which being the rather robust French production scene. After arduous negotiations - quite French - the three major broadcasters - TF1 Group, M6 Group and public broadcaster France Télévisions - came together for the project in October 2020. The oft-stated purpose was to offer something French to deflect the rise of American brands Netflix, Amazon Prime and Disney+. And now there is Warner Bros Discovery coming with a combined HBO Max and Discovery+ streaming video service next year. (See more about streaming media here)

Salto has attracted about 900,000 subscribers, according to recent reports. It offers all the usual streaming features, catch-up and new shows to flexible subscription plans. It offered the blockbuster neo-western drama Yellowstone exclusively. Salto has not put much of dent in Netflix subscriptions, now about 13 million in France. Three major internet service providers - Free, Orange and SFR - do not carry Salto. The shareholders, say the same reports including Variety and Le Monde (November 15), will decide by the end of the month whether or not to give it up. (See more about media in France here)

The partners have been in an uproar this year. TF1 Group and M6 Group planned to merge but the French Competition Authority put a halt to it. The commercial TV duo at one point proposed acquiring the France Télévisions holding in Salto. TF1 Group regrouped, hiring former Netflix board member Rodolfe Belmer to become president of the company in February. He made it quite clear that continuing with Salto was not part of his plans. Miffed by the interference, RTL Group, owner of M6 Group, put the French subsidiary up for sale, then relented, insecurities remaining. France Télévisions was dealt a blow when the government decided to abolish household license fee, replacing it with more direct and lower financing from the state treasury. France Télévisions president Delphine Ernotte said dropping Salto could a source of considerable savings.

French TV fans have a variety of other streaming options. Canal+, subsidiary of Vivendi, has several streaming options. In the coming weeks, Paramount+ (Paramount Global, formerly CBS) and Universal+ (NBCUniversal) will arrive in France. For sports fans, very serious in France, DAZN (Da Zone) is streaming Qatar World Cup matches.

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• Hot Topics - Media in France

• Hot Topics - Streaming Media