A context of deconcentration and fragmentation of the audience
Barriers to entry in the audiovisual market are much lower than they were a few years ago, leading to a “multiplication of television channels” across Europe . The corollary of this trend is audience fragmentation : “on average, some 95% of broadcasters in European and EU countries captured an audience not exceeding 10%” in 2017.
Large groups are experiencing
this phenomenon head on since “between 2012 and 2017, the average audience market share of the top four television channels in European national markets fell by 8.2%“ . To slow down “the general trend” , they have tende incoming links take time to group together to “better preserve their cumulative shares in European national markets”.
An internalization of the market with an American accent
How far away the days of ORTF and the monopoly of the audiovisual sector by a single player seem! The market has since opened up not only to national competition, but also to international competition . And the place taken by foreign groups within the audiovisual market continues to grow . “In 2017, foreign channels represented more than 20% of audience share in 26 European audiovisual markets, and even more than 50% in ten countries .” This is particularly true in small markets, “notably in Bulgaria, in first place with a 71.6% share” of the national market held by foreign groups.
Most foreign groups holding national market shares are European. Internationalization is therefore mainly intra-community. However, there is significant penetration of American groups, particularly in smaller sale lead countries. European television becoming Americanize For example, American players held 44.1% of the market in Slovenia in 2017. The same trends apply in Romania, Croatia, the Czech Republic, Poland and Slovakia, where US players exceed 25% of market share . Although these countries represent a small share of the overall European market, the proportions reached by US players are very significant, since they represent nearly 15% of the audience of the 20 largest foreign groups within the national markets of Europe .