With less than a week before the platform’s first anniversary, Salto’s executives have every reason to be happy. If we look at the commercial performance of the platform, its rise in the uses of SVoD and its ability to achieve certain editorial “moves”, as detailed in this week’s INSIGHT NPA file:
– At the end of September 2021, according to data from the OTT NPA Conseil / Harris Interactive Barometer, Salto reached a new record in its level of penetration and, above all, it recorded the 3rd best growth in the market since the start of the year. Behind Amazon Prime Video and Disney +, but far ahead of Netflix.
– The catalog currently offers more than 15,000 exclusive episodes, excluding replay from parent companies and resumption of their various youth catalogs
– And the release of the last James Bond was the occasion of a new event: the uploading on September 24 (like the number of opuses in the saga) of the complete James Bond … a few days before the arrival in theaters of the 25th episode. If the almost identical promise advanced almost the same by France.tv harmed the visibility of the operation, it in any case confirms Salto’s ability to repeat the happenings, after the exclusive online release, simultaneously in USA, of the episode Friends the Reunion.
But the first candle of the French Petit Poucet will hardly be blown out when Salto will have to face major challenges, facing particularly more powerful players:
– Increase the number of agreements with distributors (Bouygues Telecom, Canal +, Free, Orange and SFR), after the government and Parliament ruled out the systematization of the HbbTV standard, of which he had become an ardent activist. While its major American competitors have increased the number of SEO / Distribution agreements, Bouygues Télécom is the only one today with which Salto has found a deal.
– Even more, to find its way in a 2021/2022 season during which the TF1 / M6 merger project, and its management by the AdlC post Isabelle de Silva, will be at the center of the game. And with, in the background, the launch of myTF1 max which certainly did not fail to challenge the leaders of Salto.
It is often said that the first few meters are the most complicated.
It is not certain, in the end, that the formulas find to apply in the case of Salto.