Rodolphe Belmer, chairman and president of TF1, announced in 2024 the successful launch of TF1+, the leading commercial channel of France’s ad-supported streaming service. TF1+ has managed to significantly enhance its content pipeline and digital advertising revenues by approximately 40%, thanks to a robust aggregation strategy.
TF1+ collaborated with both the Franco-German network Arte and A&E Television Network as part of its growth strategy. As a result, TF1+’s content pipeline increased from the initial 15,000 hours to an impressive 25,000 hours of streaming content to date.
TF1+ soared to prominence within a year of its establishment, achieving reference on 95% of France’s television sets. Belmer highlighted the 80% awareness rate the platform enjoys in France, averaging around 33 million viewers per month, and offering approximately 3.5 hours of content monthly.
Belmer, who had previously worked with Canal+ Group for close to 12 years and was a member of Netflix’s administration board, agreed to deals with such third-party publishers as Arte and A&E. He considered that the partnerships have allowed TF1+ to extend its editorial influence beyond quality mass-market programming, which primarily targets families.
TF1+ appeals to third-party publishers due to its platform’s reach and its revenue-sharing model. Belmer explains that inventories from these third parties aren’t solely presented to end-users on TF1+. Instead, a part of the advertising space is also distributed across TF1’s advertising network, shoring up TF1’s leading position as the go-to agency for premium video inventory in France.
TF1+ was launched to make the most of the booming digital advertising market, valued at approximately two billion Euros by Belmer. Based on Belmer’s statements, the platform seems to have achieved its aim, as it currently accounts for nearly 7% of this market share, compared to its launch value of approximately 4%.
Belmer pointed out that digital ad sales have grown by 40% year on year and their market share is increasing dramatically. He adds, “French advertisers strongly favor our arrival of a premium advertising inventory that not only enhances their brand communication but also forms a YouTube alternative.”
A professional firm was hired by TF1+ to gauge the impact of ads displayed on its platform, within a program. The study revealed that such ads had a memorability rate that was approximately 2.5 times higher when compared against a similar ad viewed on YouTube.
In his efforts to attract more brands to the platform, Belmer recently unveiled a new offer driven by advanced technology and data. His current aim is to support advertisers to streamline their marketing strategies by providing them with advertising space, both on television and in the digital realm.
“We ambition to establish ourselves as the first platform that accompanies brands in their entire digital strategy, with world-class solutions. We help brands to build awareness and consideration,” he says. “Our new ad solutions also enable brands to interact and build loyalty with prospects, and ultimately convert them as consumers. We call it a full funnel marketing strategy.”
Famous for its popular show, HPI, which is being remade by ABC in the US, TF1 will launch its latest premium scripted series, “Cat’s Eyes.” This modern Paris-set adaptation of the cult 80’s manga will be unveiled at Mipcom, along with the reboot of their famed singing contest, Star Academy.
Frequently Asked Questions:
Q1: When was TF1+ launched?
A1: TF1+ was launched at the start of 2024 by Rodolphe Belmer, chairman and president of TF1.Q2: How has TF1+ grown since its launch?
A2: TF1+ has grown considerably since its launch, doubling its content pipeline and increasing its digital advertising revenues by about 40%.Q3: What partnerships has TF1+ signed recently?
A3: TF1+ has signed partnerships recently with Franco-German network Arte and A&E Television Network.Q4: How has TF1+ positioned itself in the French market?
A4: It only took less than a year after its launch for TF1+ to position itself as a leading free streaming aggregation platform in France, referenced on 95% of French TV sets.Q5: How is TF1+ trying to attract more brands?
A5: TF1+ has recently launched a new offer for brands that’s driven by tech and data, aiming to support advertisers in their marketing strategy by providing them with advertising space on both television and the digital platform.
Credit: variety.com
