Online video content creation: the Autorité de la concurrence examines the relationship between creators, audiences, commercial partners and platforms and calls on platforms to[...]

The online video content creation sector in France

Online video content creation involves the production of video material and its distribution to the public, usually through an online platform that hosts the content and acts as an intermediary between content creators, audiencesand, where relevant, advertisers. As such, the sector constitutes a multi-sided market, bringing together, via platforms, several groups of economic agents, each with an interest in engaging with one another.

The sector has grown rapidly over the past 15 years and is now an integral part of the French audiovisual industry. It comprises a number of different, interdependent players, including:

• video content creators: there are a very high number of content creators (more than 150,000 professional creators in 2024), the vast majority of whom are very small-scale, alongside a small number of high-profilecreators;
• talent agencies and independent agents;
• advertisers and commercial partners;
• platforms: for content creators, the main platforms are Instagram, TikTok, Twitch and YouTube; and
• audiences.