In 2025, 76% of European internet users report having switched streaming platforms at least once in the past twelve months. Multiple subscriptions are becoming the norm, with an average of 3.4 services used per household.
Some platforms see their cancellation rates rise by 18% in a year, while others show double-digit growth in live shopping offers. Usage is evolving faster than catalogs, destabilizing historical models.
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Streaming in 2025: Key Statistics and Evolving Usage
The streaming market continues to transform. With over 1.7 billion active users each month in 2025, the consumption of video content reaches unprecedented levels. In France, 85% of internet users have adopted at least one video streaming service. Industry players are multiplying strategies, and diversification is accelerating: now, user-generated content accounts for over 38% of what is offered. A shift that disrupts the established order.
Content creators play a central role, propelled by the rise of artificial intelligence. AI refines recommendations, makes personalization more precise, and multiplies interactive formats. To respond to a saturated market, marketing strategies are renewing: 62% of professionals are betting on short video to capture attention and retain users. These brief, impactful, and mobile formats appeal to all generations.
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Advertising is taking a larger role in the monetization of platforms. 44% of users are now willing to be exposed to targeted ads to enjoy a wider range of content. Social platforms are becoming essential channels. Tools like Coflix TV stand out for their accessibility, and the page “L’adresse URL coflix tv pour 2023 : comment l’avoir ?” is experiencing success that illustrates these new usages.
| Key Figures | 2025 |
|---|---|
| Monthly Active Users | 1.7 billion |
| Share of User-Generated Content | 38% |
| Acceptance of Targeted Advertising | 44% |
Which Platforms Truly Attract Users and Why?
Personalization makes all the difference. Gone are the days of simple catalogs: today, everyone wants an experience that matches their tastes and habits. Artificial intelligence orchestrates these tailored recommendations, adapts suggestions, and anticipates expectations, whether for podcasts or short videos. Platforms that gain an advantage are investing heavily in these tools and betting on varied formats capable of appealing to very different audiences.
Content generated by creators is gaining ground each year. Creator-platform collaborations are emerging new usages, encouraging closeness and strengthening engagement. On social networks, live streaming is appealing for its instantaneous, participatory nature, and the ability for the audience to directly influence the content flow.
Here are the most striking trends shaping user preferences in 2025:
- Interactive content, favored by younger audiences who appreciate immersive and dynamic experiences.
- Educational and informative formats are carving out a significant place alongside series and sports broadcasts, responding to a growing demand for meaning and learning.
- Mobility, driven by smartwatches and smartphones, continues to expand usage and transform how we listen to or watch content, wherever we are.
Social networks are establishing themselves as major gateways to discover and share videos, podcasts, and other short formats. While audience attention is scattered, attachment to a platform remains as long as it offers relevant, easily accessible, and constantly renewed content.
There is no indication that this great pendulum movement will stop. Platforms that can listen, surprise, and innovate will maintain their edge. Others risk seeing their audience evaporate as quickly as it arrived.