In recent years, YouTube has emerged as the go-to platform for video content among French viewers aged 15 to 49. The platform has surpassed traditional linear channels, boasting a monthly user base of 42 million. Daily engagement has increased, with users spending an average of 41 minutes on the platform. Notable trends include the growing popularity of short-form content and the rise of long-form videos on connected TVs.

The Rise of Short-Form Content and New Talent

Short-form videos have gained significant traction in France, attracting a younger audience and fostering new creative talent. This format offers creators more flexibility and allows for rapid content production. The platform’s ability to cater to diverse interests has contributed to its widespread appeal. Moreover, the increase in daily viewing time underscores the platform's growing influence in the country's media landscape.

The surge in short-form content, particularly through features like Shorts, has seen a remarkable 25% growth in user engagement within France. This trend has not only brought forth a wave of fresh talent but also revitalized the creative ecosystem. Creators are leveraging these formats to produce engaging and shareable content that resonates with a broad audience. Documentaries such as "Kaizen" have garnered millions of views, demonstrating the platform's capacity to reach cinema-level audiences. This shift highlights YouTube's role as both a digital hub and a gateway to mainstream media.

Long-Form Content and the Connected TV Revolution

The evolution of long-form content on YouTube is transforming how audiences consume media. With over half of TV viewing dedicated to longer videos, smart TVs are becoming integral to this shift. The platform's integration with connected devices has significantly boosted viewer engagement and expanded its reach into living rooms across France.

The prominence of long-form content on connected TVs reflects a broader transformation in viewing habits. More than 55% of TV watching now involves content exceeding 21 minutes, with a substantial 35% increase in smart TV usage over two years. This trend underscores the importance of connected TVs, which now account for 40% of YouTube impressions. To better understand this evolving landscape, YouTube France has joined Médiamétrie’s cross-media panel, aiming to contribute to a more accurate measurement of audience behavior. This collaboration ensures that the platform remains at the forefront of media innovation, adapting to the changing preferences of French viewers.