Streams & Screens: France
Unlocking French Viewing Behaviour and Ad Engagement
Based on a national survey of 850 French streamers, Streams & Screens: France uncovers how viewing patterns, co-viewing dynamics, live streaming, second-screen behaviour, and innovative ad formats are shaping the future of streaming.
Key Findings
Streaming Growth Signals Expanding Opportunities: 61% of French streamers are watching more this year compared to last, and 35% plan to sign up for a new service. With streamers already signed up to an average of five platforms (and using three on a daily basis), advertisers can reach audiences across a growing and diverse ecosystem.
CTV Provides Shared, High-Attention Viewing: 73% of French streamers use CTVs for streaming, with 72% co-viewing alongside others the majority of the time. This creates household-scale engagement beyond linear TV, where ads are more likely to be discussed and remembered—making CTV a premium channel for advertisers.
More Memorable Moments with Live Streaming: 59% of viewers live stream sports or events monthly, and more than half say ads in these contexts are more memorable. Additionally, 43% also indicate that they are more likely to take action on an ad seen during a live stream, making it a powerful space for real-time, emotionally resonant campaigns.
Emerging Ad Formats Unlock New Opportunities: Awareness of shoppable, pause and tile ads remains below 50% of the streaming population. However, receptivity and engagement are high among those who have experienced one of these new formats—suggesting opportunities for brands who are willing to innovate.
With ad-supported streaming central to how French people consume content, advertisers have a unique opportunity to combine scale, attention, and innovation to maximise impact.
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