French consumers are cutting back on streaming subscriptions: a drop of 8 euros in one year
The so-called streamlining of streaming subscriptions by French households, presented as a simple response to declining purchasing power, masks a more profound restructuring of the market. The massive integration of advertising, cleverly marketed as a “price reduction,” primarily allows platforms to open up new avenues for monetization, shifting the cost of content to the viewer’s attention. The euphoria surrounding multi-streaming subscriptions… seems to be fading… Over the course of a year, French households have been streamlining their subscriptions, reducing their average budget by 8 euros and bringing the number of subscribed platforms down from 3.2 to 3 on average. This slowdown marks a return to more targeted consumption, a far cry from the initial rush to stack up subscriptions driven by a certain euphoria. BearingPoint’s Submix study for 2026 confirms…