{"id":679,"date":"2025-01-14T12:06:07","date_gmt":"2025-01-14T11:06:07","guid":{"rendered":"https:\/\/master-crdm.parisnanterre.fr\/blacksheep\/?p=679"},"modified":"2025-02-10T19:41:18","modified_gmt":"2025-02-10T18:41:18","slug":"pub-sur-netflix-vers-un-changement-de-modele-pour-le-streaming-video","status":"publish","type":"post","link":"https:\/\/master-crdm.parisnanterre.fr\/blacksheep\/pub-sur-netflix-vers-un-changement-de-modele-pour-le-streaming-video\/","title":{"rendered":"Pub sur Netflix : vers un changement de mod\u00e8le pour le streaming vid\u00e9o ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"679\" class=\"elementor elementor-679\">\n\t\t\t\t<div class=\"elementor-element elementor-element-31bb5c2a e-flex e-con-boxed e-con e-parent\" data-id=\"31bb5c2a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3c7b72b2 elementor-widget elementor-widget-text-editor\" data-id=\"3c7b72b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"line-height: calc(1em + 0.75rem); box-sizing: border-box; color: #000000; font-family: Lato, sans-serif; font-size: 16px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; letter-spacing: -0.0984282px; orphans: 2; text-align: justify; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: #ffffff; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;\"><span style=\"box-sizing: border-box;\">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Par Ang\u00e9la Riga<\/span><\/p>\n<p>Annonc\u00e9e en avril 2022, l\u2019offre \u00e0 5,99 euros financ\u00e9e par des contenus publicitaires est d\u00e9sormais lanc\u00e9e par le g\u00e9ant du streaming. Avec pour objectif de conqu\u00e9rir de nouveaux publics, pour faire face \u00e0 la concurrence accrue, notamment de <i>Disney+<\/i>. Voit-on le d\u00e9but d\u2019un changement de mod\u00e8le \u00e9conomique pour le streaming vid\u00e9o ?<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph {\"align\":\"right\"} --><\/p>\n<p><span style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight ); background-color: var(--wp--preset--color--base); letter-spacing: -0.005em;\"><i>Netflix<\/i>, multinationale am\u00e9ricaine cr\u00e9\u00e9e en 1997, d\u00e9ployait jusque-l\u00e0 une strat\u00e9gie s\u2019appuyant sur la SVOD (<\/span><em style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight ); background-color: var(--wp--preset--color--base); letter-spacing: -0.005em;\">Subscription Video On Demand<\/em><span style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight ); background-color: var(--wp--preset--color--base); letter-spacing: -0.005em;\">, autrement dit vid\u00e9o \u00e0 la demande par abonnement). Contrairement au streaming audio, qui propose depuis ses d\u00e9buts des offres freemium financ\u00e9es par la publicit\u00e9, le mod\u00e8le \u00e9conomique de <i>Netflix<\/i> reposait uniquement sur les abonnements payants. Les r\u00e9cents r\u00e9sultats \u00e9conomiques de la plateforme, qui \u00e9volue sur un march\u00e9 de plus en plus concurrentiel, ont amen\u00e9 \u00e0 remettre en cause ce principe fondateur. Apr\u00e8s une perte d\u2019environ 1 million d\u2019abonn\u00e9s en d\u00e9but d\u2019ann\u00e9e 2022, la plateforme de streaming a d\u00e9cid\u00e9 de revoir ses principes pour tenter de gagner de nouveaux clients. La rumeur d\u2019une introduction de publicit\u00e9s au sein des contenus de la plateforme de streaming circulait d\u00e9j\u00e0 en 2020.<\/span><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Dans une interview, le Directeur g\u00e9n\u00e9ral de <i>Netflix<\/i>, Reed Hastings, avait fait taire ces dires en affirmant qu\u2019il s\u2019opposait \u00e0 l\u2019int\u00e9gration de publicit\u00e9. La raison principale ? Selon lui, il y avait davantage de croissance sur le march\u00e9 de la consommation que dans la publicit\u00e9. Il expliquait alors qu\u2019il ne souhaitait pas collecter d\u2019autres donn\u00e9es personnelles que celles d\u00e9j\u00e0 collect\u00e9es (ce que les abonn\u00e9s regardent ou pendant combien de temps, par exemple) : \u00ab<i> Nous sommes juste concentr\u00e9s sur ce qui rend nos membres heureux . \u00bb<\/i> Reed Hastings a m\u00eame refus\u00e9 \u00e0 plusieurs reprises cette proposition de publicit\u00e9s faite par ses investisseurs qui souhaitaient augmenter le chiffre d\u2019affaires.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Malgr\u00e9 cette position \u00ab<i> anti-pub<\/i> \u00bb maintenue depuis plusieurs dizaines d\u2019ann\u00e9es, le 3 novembre 2022, Netflix a lanc\u00e9 son nouvel abonnement \u00ab<i> Essentiel Avec Pub <\/i>\u00bb en France, \u00e0 seulement 5\u20ac99 contre 8\u20ac99 jusque-l\u00e0. L\u2019objectif de ce changement de strat\u00e9gie : toucher un plus large public en proposant une offre abordable gr\u00e2ce aux revenus de la publicit\u00e9.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:heading --><\/p>\n<h2><strong>Moins cher donc moins de contenus<\/strong><\/h2>\n<p><!-- \/wp:heading --><!-- wp:paragraph --><\/p>\n<p>Le d\u00e9veloppement de ce nouveau forfait s\u2019inscrit dans une strat\u00e9gie globale de red\u00e9finition de son offre. La plateforme a vu son nombre d\u2019abonn\u00e9s exploser en 2020, avec l\u2019arriv\u00e9e de la pand\u00e9mie du Covid-19. En 2021, <i>Netflix<\/i> a augment\u00e9 de 1 \u00e0 2 euros les prix de l\u2019ensemble de ses offres. Pour justifier de cette augmentation, la plateforme a investi dans de nouvelles productions et veille \u00e0 proposer de nouvelles fonctionnalit\u00e9s pour la rendre plus int\u00e9ressante et pratique.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Disponible dans 12 pays au total, comme l\u2019Italie ou l\u2019Espagne, la nouvelle offre<i> \u00ab Essentiel Avec Pub \u00bb<\/i> permet avant tout d\u2019avoir acc\u00e8s \u00e0 des contenus avec de la publicit\u00e9 avant et pendant les programmes. Ces derni\u00e8res repr\u00e9senteront 4 \u00e0 5 minutes par heure visionn\u00e9e, et les abonn\u00e9s n\u2019auront pas la possibilit\u00e9 de les ignorer. Seule exception \u00e0 la publicit\u00e9 : les comptes enfants. Quant aux films et s\u00e9ries produits et financ\u00e9s par <i>Netflix<\/i>, certains auront seulement une publicit\u00e9 au d\u00e9but du contenu.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>L\u2019un des inconv\u00e9nients de cette offre : elle ne permet de consulter que 85% de la vid\u00e9oth\u00e8que <i>Netflix<\/i>. La raison de cette limitation est juridique car certains studios de production ont sign\u00e9 des contrats de diffusion pour une plateforme sans publicit\u00e9. Si Netflix devient une plateforme de streaming avec des contenus publicitaires, les revenus de la multinationale seront diversifi\u00e9s et donc potentiellement sup\u00e9rieurs \u00e0 ce que pr\u00e9voient les contrats initiaux de diffusion. Autre b\u00e9mol : l\u2019augmentation de la collecte de donn\u00e9es personnelles afin de proposer des publicit\u00e9s cibl\u00e9es. Les donn\u00e9es concern\u00e9es seront notamment le nom, la date de naissance et le genre de la personne. Pas s\u00fbr que cela rende les<i> \u00ab membres heureux \u00bb<\/i>.<\/p>\n<p><a href=\"https:\/\/master-crdm.parisnanterre.fr\/blacksheep\/productions-africaines-et-streaming-le-defi-dune-representation-juste-et-diversifiee\/\">Lire aussi<\/a><\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1254,"comment_status":"close","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"categories":[14,8,16],"tags":[],"class_list":["post-679","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","category-edition-2023","category-editions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pub sur Netflix : vers un changement de mod\u00e8le pour le streaming vid\u00e9o ? 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