La télé est en train de mourir : voici les chiffres que personne ne montre (et comment s'adapter)

The future of media consumption is shifting dramatically, with YouTube and TikTok increasingly dominating, a trend well-recognized by advertisers. Consumer habits are evolving at an incredible pace, necessitating vigilance and reactivity from content creators and businesses alike. There’s a clear transition from traditional television to platforms like YouTube, a stark contrast to the past where some TV shows openly mocked YouTubers, who are now frequently seen on those same sets, and even aspiring to appear on television themselves. This shift is characterized by constantly changing rules. A significant observation is that even within YouTube, consumption habits are transforming. Today, over 50% of people watch YouTube on their television sets, whereas just three years ago, the majority of YouTube content was viewed on mobile phones. This change has implications for content creation; for instance, the importance of video thumbnails, which once had to be optimized primarily for mobile screens, now also needs to consider television viewing. In fact, in 2025, YouTube has on several occasions surpassed traditional TV networks like NBC, ABC, and HBO in prime-time viewership in the United States, indicating a substantial migration of audience. Television, as a medium, is experiencing a considerable decline in viewership, particularly among younger demographics. Its audience is aging, with an average age of over 50, even reaching close to 70 for some channels. Individuals under 30 rarely watch traditional television, preferring replays or, more commonly, YouTube and other digital platforms. This profound shift is not just a trend but a fundamental change in media consumption. Advertisers have taken note, with major French advertisers like Lidl announcing a complete move away from television advertising, dedicating 100% of their budget to digital platforms. This underscores the changing economic landscape and the need for agility and responsiveness in the face of rapid evolution. The increasing professionalization of content creation on platforms like YouTube is also noteworthy. Creators are consistently raising the bar with impressive productions, sometimes involving hundreds of thousands of euros in investment for a single video. This raises questions about whether the goal is to produce such high-quality content directly for YouTube. However, the speaker believes that it's not the difference in narrative style that drives engagement. Instead, YouTube has provided young people with relatable personalities and talents. Before the explosion of social media, aspiring artists or entertainers had to navigate traditional media filters to gain visibility. Now, thanks to technology, anyone can attempt to find an audience, and many have done so with incredible talent, amassing millions of subscribers and views in a single day, far surpassing the viewership of traditional TV programs. This massive digital audience is highly attractive to advertisers, who are now naturally gravitating towards these talents, providing them with the resources to create increasingly ambitious videos. This is a win-win: advertisers gain visibility with a qualified audience, and creators can realize their ambitious projects. Consequently, traditional television channels must adapt by taking significant risks and investing heavily to catch up or retain their most important programming slots. Reducing investment in programs due to declining budgets would only accelerate audience loss. It's also important to note that the distinction in content "writing" between YouTube and television might be overstated. For a long time, YouTube's content was heavily influenced by TV programs, with shows like "America's Got Talent" or "The Voice" finding immense success on the platform. Good content, regardless of its origin, will find an audience whether it's on YouTube, TV, or elsewhere. Many older TV shows are now finding new life and large audiences on YouTube channels dedicated to republishing their content. The discussion also touches upon the concept of personal branding versus corporate branding in the digital age. For entrepreneurs looking to create their own media in their industry, the question arises whether to personify their brand completely or to focus on the message and format. The advice is to first assess one's own willingness and capability to become the face of the brand, including the potential for future notoriety. The speaker, who embodies his brand "Riding Zone" only occasionally, prefers to assemble talent and give programs the best chance of success, believing others might be more suitable to represent certain messages. Ultimately, becoming a personal brand offers the advantage of direct revenue generation, but it comes with the significant responsibility of continuous engagement and the inability to afford mistakes. It demands constant effort, far beyond just publishing a weekly video, requiring daily interaction and full commitment to playing the game of personal branding.