French media group Groupe M6 it’s about to complete a year since the launch of its free streaming service, M6+, which marked a significant step on its digital transformation strategy.
‘Given the challenges that lie ahead and the giants that surround us, M6+ embodies our ambition to become the obvious choice for online entertainment for the French’, said Nicolas de Tavernost, Chairman of the Groupe M6 Executive Board. ‘We have invested in technology, exclusive content, and a quality user experience. Our ambition is big, but it is rooted in our history and fueled by our passion for TV’.
Doubling content, expanding reach
M6+ is designed as an AVOD platform that is significantly expanding the group’s digital content offering. The company aims to double the amount of free programming available to 30,000 hours within a year, including 10,000 hours of exclusive content. The service boasts an extensive catalog, featuring 300 films per year, 11,000 hours of series from major studios such as Disney, CBS, Sony, and Paramount, as well as a substantial offering of reality shows, youth programming, and original productions.
To attract and retain younger audiences, the streamer introduces several innovations, including an AI-supported search engine and an interactive player. Additionally, the “M6+ Stories” format that provides short-form content across social media, strategically funneling viewers toward the platform’s full-length programming and podcasts.
With an investment of up to €100 million, M6+ is a cornerstone of the company’s strategy to accelerate its streaming revenues and solidify its position in the evolving media landscape. The platform offers features such as HD streaming across all devices, cast-to-TV functionality, multi-profile support, and more than 20 free ad-financed streaming TV channels (FAST).
The move comes at a critical moment, as traditional broadcasters worldwide face growing competition from global streaming giants. The OTT is also expected to play a key role in broadcasting major events, including the UEFA European Football Championship, reinforcing its appeal to French viewers.
As for financial, Groupe M6 is betting big on streaming, with a goal of tripling its digital revenues to over €200 million by 2028. The company has already seen strong early momentum, reporting a 34% increase in streaming revenue in 2024, reaching €100 million. «We are seeing an increasing shift in content consumption, and M6+ is positioned to capture this growth,» noted an M6 spokesperson.
A new advertising model
Beyond content expansion, M6+ represents a transformation in Groupe M6’s advertising strategy. The platform amplifies the offerings of M6 Publicité, the company’s advertising sales unit, by providing advanced data-driven targeting and enhanced ad exposure optimization.
Executives at the launch event emphasized the advantages of integrating streaming with traditional linear TV, creating a more robust advertising proposition. The company’s video advertising revenue reached €912 million in 2024, with digital formats playing an increasingly important role.
