Using Digital Innovations for Market Expansion: Insights from the French Entertainment Sector
The French entertainment sector, known for its robust film and music industries, has seen significant growth thanks to recent digital innovations. For instance, platforms like French music streaming company gone international Deezer and French premium TV channel Canal+ have expanded their global footprint by adopting advanced streaming technologies and personalized content recommendations. This is similar to the strategies that were employed by a large number of leading online platforms, including French online casinos like jouerenlignefr.org, for attracting international audiences.
Let’s take a closer look at the way digital innovations can be used for market expansion with examples from the French entertainment industry.
France, at the Crossroads Between Tradition and Innovation
The country that counts close to 65 million residents is currently placed against the backdrop of worldwide transformations, sitting at the crossroads between innovation and tradition. According to AlixPartners’ first annual Digital Disruption Survey published in December 2023, French corporations are showing a strong appetite for digital tech and tools investments when compared to their international counterparts. A noteworthy percentage of the surveyed companies (46%) reported beefing up their digital investments in the previous year, recognizing that technology is a critical driver of success in the future.
Large French corporations usually choose to approach technology with optimism mixed with caution. While recognizing the potential of using digital technologies more and more every day, they also admit the need for greater alignment and awareness between tech and business leaders.
The Deezer Story
Deezer reunites 16 million active users in all parts of the world with 73 million tracks every month. The service is available in 180+ countries, offering instant access to one of the most diverse catalogs of global music. Recently, the company managed to leverage an automated solution called Performance Max to drive a massive increase in the number of subscribers.
Deezer scaled subscriptions across several media channels using a framework that is more dynamic and unified. After testing the Performance Max in the US and Latin America and comparing the cost per acquisition to the app campaigns, Deezer completed an additional test in the UK and Germany. The procedure ended with the company deploying the automated solution in all markets, resulting in a 28% rise in subscriptions gained on the web due to the chosen cross-channel method and their running campaigns. Their acquisition costs also dropped by 15% compared to the App path.
The Canal+ Story
Canal+ partnered with LiveLike to offer French football fans the opportunity to take part in their favorite sport while watching games broadcast on the platform. Using a variety of tools including quizzes, polls, predictions, and alerts, Canal+ successfully jumped on the social viewing wagon, proving just the level at which football fan engagement is prone to skyrocket in the future.
Also, to generate better experiences for producers and their audience, Canal+ employed the Grass Valley Agile Media Production Platform on the multifeed and branding production galleries. The latter are now software-based, giving them the chance to boost the number of matches they can cover.
All in all, to achieve success in the constantly changing digital landscape, global companies need to keep investing in dedicated digital tools and technologies that can help them beat competitors while boosting their operational efficiency.
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