Young people are abandoning television, and the decline in individual viewing time is one of the most obvious signs of this. Between 2017 and 2022, the period in which the 15-34 The average number of years we spend in front of these media each day has been reduced by 46 minutes to 1 H 25 and 45 minutes to 1 H 01 for ages 4-14 to (1). A collapse of public renewal ? I’m not sure… Firstly, because 47 % of 15-24 years and 57 % of 15-34 Years have been watching TV every day in 2021 and mostly because the TV consumption of these generations must now be accounted for in this much broader and more competitive video universe. If the 15th-24th years dedicate 54 % of their video consumption is content from the internet (YouTube, social networks…), 29 % of their time there is spent watching TV programs vs. 17% % compared to video-on-demand subscription (SVOD). Digital screens, especially mobile, account for more than 60 % of their video time, compared to just under 40 % for TV screen (2).
« The content viewed at the time of broadcast is only a small part of the relationship we form with that audience. note Tiphaine de RaguenelEditorial Strategy Director France TV. Being in contact with the worshipers also means seeing part or most of an episode on video on a platform, social network or france.tv, hearing about a program or attributing it to our group.” Outside classic screens, audiences can be huge: since its launch on slashthe platform for young adults of France TVseries shame has accumulated 380 million views youtube. For the public group, in addition to Slash, has created a youth offer OK And don’t neglect the intermediate target group of teenagers either, coverage on all screens now takes precedence over the audience: “Today, our shows reach 62% of 15-24 year olds via linear or digital offerings, while all-screen coverage was just 46.2% in 2019. Listening time has gone down, but connections to those audiences and the impact of our shows have increased.”‘ she states.
« Our content must be accessible to a young audience that doesn’t turn on the TV at 8:50 p.m., but uses YouTube as a search engine. Otherwise, some of them may never come into contact with our offers “, adds Gilles FreissinierDirector of Digital Development and Deputy Editor-in-Chief ofArt France. On the video platform of Googlequite an old show like The bottom of the cards discovered an audience of high school and university students. series dopaminewhich examines young people’s relationship with apps, collected more than 5 million views and 13 Millions across all networks. In a logic of long tail », youtube made the scientific documentary series possible A species unto itselfwhich dates from 2019 is said to exceed 20 million video views. Social platforms open up new horizons for programs. The success of the quizzes continues tick tock made the luck of 100 % logica popular game for 15-24 years later France 2. Excerpts from the show had somewhat unexpected success, collecting more than 100 copies million video views.
The TV as a mirror screen
Fiction remains a preferred point of contact for these generations. “ We will look for issues that concern them and that sometimes allow us to open family conversations. This is only possible with stories that speak to them and with characters that they can identify with. Not to mention their parents, who also have to find their way there “, underline Anne Viauartistic director of the group’s French fiction TF1. In prime timee, the station explored the choices of life and fate (Come), the excesses of parties and alcohol (For Sara), youth prostitution (run away), Education (Substitute), the inclusive school (Toulouse Lautrec High School)… En access, It all starts here shows an average of 33 % audience share of 15-24 year olds years, with a record of 56 %, a quarter of the total consumption is made later Repetition. « The soap opera paints a positive portrait of a generation in a cooking world that instills beautiful values around work, effort and craftsmanship, and where social mobility is still possible.“, She continues. A real community has formed around this soap opera, catering to the questions of this generation. If all characters have their fans on social networks, it is the more atypical profiles – a non-binary boy who make- wearing up, a student taking his forms, a young person endowed with a parent who is a coach or manager, etc. Gay couple who have achieved almost iconic status – comfort those who misunderstood each other or sometimes a little lonely feel …
TV, the first news channel
However, the other television genres are not neglected. At M6, Who wants to be my partner? ? has an audience share of 30 % to 35 % of 15-34 years, or The highest proportion of this target group is in prime time on the historic free channels “, assure Jonathan CurielDGA for programs, responsible for magazines and documentation at the M6 group. « Entrepreneurship corresponds to a demand of this generation, both for the good ideas that are presented, for the positive values that prevail at the time and for the way to get back on track after a failure or an accident in life legs can come.‘ he states. Insightful storytelling is appreciated. “ Noirs en France has achieved this goal well, thanks to a very embodied treatment by famous people or not, more effective than an expert explanation», witnessed Tiphaine de Raguenel. Some young people probably only saw excerpts of this documentary offered on social networks. : « One of the most watched programs showed that among several racialized dolls, the black girls chose the white doll. Although it was very short, it served the purpose of the documentary about stereotypes and the difficulty of distancing them well“, She continues. Goal achieved !
« The archives offered by news magazines are always popular with young people, especially those that highlight the development of mores. They are also sensitive to images that denounce practices, inspire action and commitment to make a difference, for example in relation to the environment.” add to Jonathan Curiel. He’s also pleased that television is here to stay in the age of fake news “The first information channel for 15 to 49 year olds.”».
« Every night, M6s 19-45 is watched by a million under-50s, compared to 200,000 across all news channels. It’s an encouraging boost for television, which remains a reliable and credible medium despite newspapers and magazines not being present on the platforms. »
Digital and social media are not only used to capture young people outside of the living room screen, the use of which has changed significantly in the age of connected television. on his channel Twitch, Arte offers live about video games, game jamsa popular science program Scope… “ This platform allows us to speak live to our audience, which is difficult to do on an international channel like Arte. It brings us closer to young audiences and teaches us a lot about how they perceive us “, ANNOTATION Gilles Freissinier. With video games in which she has been investing for ten years For years, the culture channel has been aimed at an audience that is, among other things, console fans app stores. First video game adaptation of a novel by Boris Vian, To hell with the uglyreleased end of May 2023, could also enable gamers to discover this author. In all media and for all audiences, television does not give up making culture and intelligence a real adventure.
- Médiamétrie, Médiamat, 4 years and older.
- Médiamétrie, Global Video Study, Wave October-December 2022.
