58 Mind-Blowing Digital Marketing Stats You Need to Know | Social Media Growth Service | Power Social

Source: 58 Mind-Blowing Digital Marketing Stats You Need to Know | Social Media Growth Service | Power Social

While there are several forms of traditional marketing including print, radio, and television, statistics show that digital marketing is taking over in terms of popularity and success. In fact, by 2021 it’s projected that marketing leaders will spend 75% of their total marketing budget on digital marketing rather than traditional marketing.

In this post, we’ll share 58 of the top digital marketing statistics every company needs to know.

Email marketing statistics

Email marketing is one of the most successful online digital marketing platforms. Here are some of the top statistics that will show you just how vital email marketing is to your digital marketing strategy.

  • Gmail alone has over 1 billion users, and it is expected to grow to 3 billion users by 2020 (Statista).
  • The number of active email accounts worldwide was roughly 4.1 billion in 2014 and is expected to increase to nearly 5.6 billion towards the end of 2019 (Statista).
  • The New York Times has over 30 email newsletters, with around a 70% open rate, and brand-new newsletters dedicated to unique audiences like college students and runners (Digiday).
  • The most popular days to send emails are Tuesday, Wednesdays, and Thursdays, but since these days are so popular, you may have a better chance at an open rate if you send them on Mondays and Fridays instead (CoSchedule).
  • Open rates are highest, around 24%, from the hours of 6pm-11pm, or after work (Campaign Monitor).
  • Emails with personalized subject lines are 26% more likely to be opened (Experian).
  • The average professional sends and receives 121 emails a day (The Radicati Group).
  • 2% of emails now contain an emoji in the subject line, which may help with conversion (Salesforce).
  • 80% of survey respondents said email etiquette played an important role in their decision to interact with a stranger (Marketing Land).
  • People over the age of 45 (nearly 70%) were more receptive to humor in a subject line than a younger audience (Marketing Land).
  • 80% of respondents indicated grammatical errors were one of the biggest email faux pas. Next on the list included: profanity, irregular fonts, capitalized subject lines, excessive punctuation, and lack of subject line, which 70% of respondents said was unacceptable (Marketing Land).

Mobile Marketing Statistics

Mobile device use is increasing every day and, as such, optimizing your marketing efforts for mobile should be a top priority. Here are some of the most interesting stats that will urge you to take a second look at your mobile strategy this year.

  • The number of unique monthly searches is over 100 billion, and over half of those come from a mobile device (DMR).
  • 80% of internet users own a smartphone (Smart Insights).
  • By the end of 2013, 41% of email marketing emails were being opened on mobile devices (Campaign Monitor).
  • 31% of marketers say they open at least half of their emails on a mobile device. This means subject lines need to accommodate smartphones. (2015 State of Marketing Report).
  • Only 47% of B2C brands are fully optimizing their snippet text for easy reading on mobile devices (Salesforce Marketing Cloud).
  • Nearly 80% of time spent on social media platforms happens on mobile devices (Marketing Land).
  • Over 50% of smartphone users grab their phone immediately after waking up in the morning (Express Pigeon).
  • In 2014, companies that optimize for mobile devices increased by 22% (Adestra).
  • 71% of marketers say mobile marketing is core to their business (Salesforce).
  • 61% of users are unlikely to return to a mobile site if they had a problem accessing it, and 40% will go to a competitor instead (McKinsey & Company).

Social media marketing statistics

Social media is changing the face of the marketing culture in several ways. With social media, it’s easier to collect useful data on consumers, build a visible and popular brand, and sell products on various social media platforms. The following statistics will boggle your mind and help you understand the importance of getting your social strategy right this year.

  • Facebook has over 1.66 billion monthly smartphone users (DMR).
  • More hashtags are appearing in subject lines to connect email marketing to social activity. This may affect open rates, but it can help boost social media engagement. (Salesforce).
  • 32% of teenagers say Instagram is the most important social network, and 81% of Millennials check Twitter at least once a day (Pew Research Center).
  • 22% of the world’s population uses Facebook with North America being in first place and Africa coming in last. (Statista).
  • YouTube, on mobile alone, reaches more 18-34 and 18-49-year-olds than any cable network in the US (YouTube).
  • Out of all marketing avenues, social and advertising are claiming the top positions for increased spending within the next 12 months (Salesforce).
  • 59% of Americans with social media accounts say that social customer service makes it easier to get issues resolved and questions answered (Hootsuite).
  • 28% of Americans with a social media account would rather engage with a brand on social media than go to a physical location (Hootsuite).

Display advertising statistics

When it comes to digital marketing, you can’t leave one of the oldest forms of online advertising out of the equation—display ads.

While it’s true that display advertising can be one of the fastest ways to drive traffic to your website, it’s also important to note that there are also several obstacles in place. If you are looking into display advertising this year, here are some statistics you should know to help make sure you are on the right path.

  • The average person now spends more time online than with all other media outlets combined (Branding Bricks).
  • Total spending on internet advertising is said to grow 12.9% next year as the internet is now the largest medium for advertising (MediaPost).
  • 54% of survey respondents said they didn’t trust banner ads (Banner Snack).
  • Additionally, 58% of users say they don’t click on ads, because they aren’t relevant, and 57% are concerned about security and privacy (Market Wired).
  • 33% of internet users can’t stand display ads (Page Fair).
  • The average clickthrough rate of display ads is %0.06 (Display Benchmark Tool).
  • 198 million active internet users around the world use an ad block software (Page Fair).
  • 98% of advertisers are wasting money on display ads (Unbounce).
  • Native ads are a more productive investment than banner ads considering they are viewed 53% more than banner ads (Dedicated Media).
  • Retargeting campaigns can result in a high ROI (Retargeter).
  • And, users who are retargeted are 70% more likely to actually convert (Digital Information World).
  • Native ads that also include rich media can boost conversions by 60% (Adweek).

When it comes to display advertising, there is certainly a wrong way and a right way to advertise. Rather than focusing on untargeted banner ads, consider investing in native ads to help boost your conversion rates.

Content marketing statistics

Content marketing continues to evolve as an effective piece of the digital marketing puzzle. As such, becoming familiar with trends, patterns, and top statistics can help guide your content strategy. Here are some surprising statistics that every marketer will enjoy.

  • Blog posts are getting more visual and longer with the average post length being about 1050 words (Orbit Media Solutions).
  • However, the average blog reader only spends 37 seconds reading a blog post (NewsCred Insights).
  • 33% of marketers average 2 to 5 blog posts a month (LookBook HQ).
  • 70% of B2B marketers are planning to create more content in 2017 (Content Marketing Institute).
  • 75% of marketers are using interactive content this next year, while 24% have plans for it to remain the same, and only 1% are planning a decrease in the use of this type of content (Content Marketing Institute).
  • Almost 60% of marketers reuse content 2 to 5 times (LookBook HQ).
  • 69% of companies say their video budget is increasing (Ascend2).
  • The demand for Infographics increased 800% last year (Unbounce).
  • 81% of marketers plan to increase their use of written content (Social Media Examiner).
  • 28% of marketers want to learn more about podcasting (Social Media Examiner).

Customer satisfaction statistics

It’s futile to talk about the top digital marketing statistics without highlighting the importance of number one reason for marketing in the first place—customer satisfaction. The following statistics will give you insight into the marketer and consumer relationship.

  • Loyal customers are x as likely to try a new offering, 5 times as likely to repurchase, 5x as likely to forgive, and 4x as likely to refer someone (Temkin Group).
  • Customer satisfaction is the number 1 indicator of marketing success for the second year in a row (Salesforce).
  • Churn can increase by up to 15% if companies fail to respond to customers via social media (Gartner).
  • Modern marketers are making customer engagement one of the highest priorities, just second to brand awareness (Salesforce).
  • 73% of consumers say friendly customer service representatives can make them fall in love with a brand (RightNow).
  • By the year 2020, customer experience will overtake price and product as the key differentiator (Walker).
  • Top marketing teams are committed to the customer journey. In fact, 65% of marketers agree that the more a marketer has committed to the customer journey as part of the overall business strategy, the better they will perform as a marketer (Salesforce).
  • 87% of customers say brands need to put more effort into providing a consistent customer experience (Kampyle).
  • 70% of marketers agree that focusing on customer journey has lead to an increase in revenue growth (Salesforce).

Wrap up

Digital marketing is rising as the most effective way to reach customers and to influence customer satisfaction. To make sure you are getting the most out of your digital marketing strategy, take the time to learn the trends and review the crucial digital marketing stats in this post.

Le panorama social media des réseaux sociaux et des outils 2017

Source: Le panorama social media des réseaux sociaux et des outils 2017

Le nouveau panorama social media 2017 dans sa version 5.0, réalisé par Brian Solis et l’agence Jess3, intègre les principaux outils et principales solutions parmi les réseaux sociaux, les plateformes sociales, les outils collaboratifs etc…

Panorama Social Media 2017

Le panorama social media 2017 

Retrouvez les principaux outils social media dans cette infographie grand format, présentée sous forme de prisme dans sa version 5.0.

On peut voir depuis le centre du prisme qui représente l’individu, vous,  les différents leviers qui s’étirent jusqu’aux 28 catégories regroupant chacun des outils social media recensés.

4 Pôles

  1. Ecouter
  2. Engager
  3. Apprendre
  4. Co-créer


Ensuite nous avons 6 autres axes rattachés à 3 univers :

1. Marques

1. Capital Social

2. Influence

2. Communauté

3. Reach (Portée)

4. Popularité

3. Persona

5. Resonance

6. Pertinence


L’infographie du panorama social media se termine en classant l’ensemble des outils et des solutions en 28 catégories selon les axes et univers pré-cités :

  • Connecting IRL (In Real Life)
  • Social Networks
  • Blog / Micro Blog
  • Expert Q & A
  • Comments
  • Social Commerce
  • Social Streams
  • Location
  • Nicheworking
  • Enterprise Messaging
  • Wiki
  • Discussion & Forums
  • Business Networking
  • Service NEtworking
  • Reviews & Ratings
  • Social Curation
  • Content Networking
  • Video
  • Events
  • Music
  • Livestreaming
  • Imagery / Album
  • Social Bookmarking
  • Influence
  • Quantified Self
  • Messaging
  • Crowdfunding
  • Travel & Hospitality


L’infographie Conversation Prism 5.0 – Le panorama Social Media 2017

Parmi les outils présentés au sein du panorama social media, on retrouve des plateformes et les outils parfois utilisés au quotidien par le community manager notamment mais également par les webmarketeurs et enfin tous ceux qui travaillent sur le digital.

On retrouve donc logiquement les réseaux sociaux que l’on classe souvent dans le même panier, bien qu’ils appartiennent à des univers parfois très différents comme vous le verrez plus bas.

Par exemple Twitter est davantage une plateforme de micro-blogging qu’un réseau social au sens propre, rangé ici au sein du thème Blog / Microblog à juste titre. Facebook et Google Plus appartiennent bien quant à eux aux Réseaux Sociaux. Instagram et Snapchat sont rangés au sein des Messageries.

Linkedin et Viadeo sont regroupés au sein de la catégorie Réseaux Sociaux Professionnels. Pulse est par contre dissocié de Linkedin et rattaché à la catégorie Curation aux côtés de Scoopit, Pearltress, Pocket etc…

Le marketing d’influence où plutôt les outils liés à l’influence, a droit également à sa catégorie avec iFluenz qui est une plateforme gérant les relations marques et les influenceurs œuvrant principalement sur Instagram.

Découvrez ainsi l’ensemble des outils et solutions présentés en agrandissant l’infographie.

Cliquez sur le panorama social media pour l’agrandir – source : consersationprism.com


Note Générale

Press Association wins Google grant to run news service written by computers | Technology | The Guardian

Source: Press Association wins Google grant to run news service written by computers | Technology | The Guardian


News agency gets €706,000 to use AI for creation of up to 30,000 local stories a month in partnership with Urbs Media

Newsagent kiosk in Brick Lane, London
 Radar will produce thousands of stories each month for hundreds of media outlets using artificial intelligence, with the help of human journalists. Photograph: Gianni Muratore/Alamy

Robots will help a national news agency to create up to 30,000 local news stories a month, with the help of human journalists and funded by a Google grant.

The Press Association has won a €706,000 (£621,000) grant to run a news service with computers writing localised news stories.

The national news agency, which supplies copy to news outlets in the UK and Ireland, has teamed up with data-driven news start-up Urbs Media for the project, which aims to create “a stream of compelling local stories for hundreds of media outlets”.

It won one of the largest grants to date from Google’s Digital News Initiative (DNI), which is aimed at supporting innovation in European digital journalism. PA and Urbs Media will set up Radar – Reporters And Data And Robots – to produce thousands of stories each month.

PA’s editor-in-chief, Peter Clifton, said journalists will still be involved in spotting and creating stories and will use artificial intelligence to increase the amount of content. He said: “Skilled human journalists will still be vital in the process, but Radar allows us to harness artificial intelligence to scale up to a volume of local stories that would be impossible to provide manually. It is a fantastic step forward for PA.”

The scheme aims to meet an “increasing demand for consistent, fact-based insights into local communities” for regional media outlets as well as independent publishers and hyperlocal sites and bloggers, said PA.

Journalists will find stories in national open databases from sources including government departments, local councils and NHS trusts, and make “detailed story templates” for topics such as crime, health and employment. Multiple versions of the story will be created with Natural Language Software and will “scale up the mass localisation of news content”.

Clifton said it was “a hugely exciting development for PA” that would be “a genuine game-changer for media outlets across the UK and Ireland”.

PA and Urbs Media are making a workflow plan to generate the large volume of stories for clients. The grant will also be used to make database tools to collect and combine datasets and “editorial intelligence” will guide the automation process.

Radar will auto-generate graphics, video and pictures to add to stories. Money will also be used to boost PA’s distribution platforms to help its local customers find and use the content.

PA has already shared some of its plans with its regional customers. It is recruiting a team of five journalists to spot stories, create templates for them and edit the data-driven content.

Clifton said: “At a time when many media outlets are experiencing commercial pressures, Radar will provide the news ecosystem with a cost-effective way to provide incisive local stories, enabling audiences to hold democratic bodies to account.”

The scheme is likely to begin early next year, as PA celebrates its 150th anniversary.

Tim Dawson, president of the National Union of Journalists, said the union was not Luddite or against technological innovation, but added: “Under-investment in journalism and journalists is a massive problem in the media across the UK. If money’s floating about, that’s really what it should be spent on.”

He said the fire at Grenfell Tower had highlighted the need for “robust journalism”. Dawson added: “I’ve no doubt that it is possible for computers and algorithms to mine data out of stories.”

He said it could give reporters more time to develop the stories, but added: “The real problem in the media is too little bona fide reporting. I don’t believe that computer whizzbangery is going to replace that. What I’m worried about in my capacity as president of the NUJ is something that ends up with third-rate stories which look as if they are something exciting, but are computer-generated so they [news organisations] can get rid of even more reporters.”

Dawson said readers are still attracted by well written and compelling stories and well crafted photographs

Americans go to buy products from Amazon before Google online (Business Insider)

Source: Americans go to buy products from Amazon before Google online: CHART – Business Insider

If you’re an American buying a product online, you’re probably going through Amazon.

Online marketplaces, a category that includes everything from eBay to Amazon, are the first stop for 38% of online shoppers in the US when they search for a product, according to a recent UPS survey charted for us by Statista. And Amazon itself is by far the most popular such destination, with 29% of the 5,000 shoppers surveyed heading to Amazon first.

That’s nearly twice as many as those who use search engines like Google, and equal to the total number of those who said they use specific retailers’ various channels.

The figure is yet another reminder of how much of a necessity Amazon, a  data-drivencompany, is becoming for companies who want their products to reach consumers.

That growing dependence creates a convenient all-in-one marketplace for consumers, but given Amazon’s ability to make and heavily promote its own versions of popular products, the ongoing shift toward online shopping, the ever-increasing number of Amazon Prime members, and Prime members’ tendency to only shop on Amazon, it’s also raised questions of how healthy the trend would be for consumers if it were to keep up in the coming years.


5 best practices at every point of the post-sales customer #ifecycle to ensure strategies for success 

Source: 5 Customer Success Post-Sales Pitfalls

As any SaaS professional knows, even the best laid plans sometimes hit roadblocks. For customer success leaders, these roadblocks or pitfalls can be the tipping point between customer satisfaction and customer churn.

5 Common Success Post-Sales Pitfalls

In order to make sure your CSMs are prepared, take a look at these common post-sales pitfalls, strategies for success, and best practices at every point of the post-sales customer lifecycle to ensure critical issues don’t slip through the cracks.

Let’s set the stage.

Understanding Post-Sales Lifecycle Management

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After the customer signs on the dotted line and officially enters into a partnership with a vendor organization, there is a clear customer lifecycle that falls into place. It’s the responsibility of the Customer Success Manager (CSM) to guide the customer throughout this lifecycle and ensure the smoothest journey possible.

Oftentimes, however, this step-by-step journey is not clearly defined or aligned across the various departments within an organization. Customer success leaders must understand and develop the post-sales lifecycle from the customer’s perspective to capture all the elements that are truly important to the customer. In order to ensure smooth inter-departmental transitions and customer satisfaction, all departments must be on the same page and aligned on customer’s needs and wants.

5 Pitfalls, Strategies, & Best Practices

Pitfall #1: The Sales Handoff (Poor Knowledge Transfer)

One of the most critical stages of the customer lifecycle is the sales handoff. The transition between the sales cycle and the ‘becoming a customer’ portion of the relationship sets the tone for how the rest of the customer relationship will play out. Sometimes, however, the business goals, needs, and desired outcomes of a new customer aren’t always articulated correctly from the sales team to customer success. This means that CSMs and customer success leaders may not be aware of critical expectations or promises that were discussed between the customer and the sales team.

The Sales Handoff Strategy

Instead of taking this handoff in stride and catching up on missed expectations later, a CSMs strategy should be to ensure the knowledge transfer of key contacts, challenges, goals, values, and desired outcomes from sales to customer success before the first kickoff call. This way the CSM is aware of all promises, discussions, and even internal political issues before they even meet the customer. This starts the relationship out on a good note and promises a smooth road moving forward.

Best Practices for a Smooth Sales Handoff

  • Develop a ‘data transfer’ template to ensure no critical pieces of information are forgotten or purposefully left out
  • Make sure sales and customer success are on the same page when it comes to key promises, goals, and outcomes
  • Capture how all parties involved will measure value and success

Pitfall #2: Onboarding & Implementation (Training is Not Value Focused)

For new customers, the onboarding/implementation process is the first foray into customer/vendor relations, and it gives them a good taste of what the relationship will be like moving forward. Roadblocks can occur, however, if onboarding focuses solely on account setup or certain features instead of how the customer will actually be using the product to achieve their goals or value.

Strong Onboarding & Implementation Strategies

Goals and value should be firmly established with the customer before onboarding kicks off to make sure the CSM knows exactly how to measure time to first value (aka the first moment the customer sees value with their new solution). Having these business goals outlined and defined is a great way to get customers up and running fast while finding the shortest path to first value.

Best Practices for Smooth Onboarding

Where onboarding strategy is concerned, there are typically two different strategies or experiences: low touch and high touch:

  • Low touch onboarding: This onboarding strategy is very simple and hands-off. Oftentimes low touch onboarding involves just a series of video tutorials or automated help guides. One drawback to this style is that some customers don’t properly learn how to use the solution, which can cause early attrition if not caught in time.
  • High touch onboarding: This onboarding style is typically used by customer success teams with a fairly complex solution or if there is a large group of users going through training at one time. High touch onboarding is also common with white-glove or higher priority accounts.

Many onboarding experiences fail if the customer feels too rushed, if the content is too opaque, or if the process is too impersonal. CSMs must tailor every onboarding experience to the individual customer.

Pitfall #3: Adoption & Value (Silence is Success)

During the adoption stage, the customer begins to see value with the solution as more users become engaged. A pitfall to avoid during this stage is silence. Too often, after the relative chaos of onboarding, CSMs don’t check in enough or don’t ask the right questions on calls. Customers usually have pointed questions around specific workflows or features, which CSMs can quickly gloss over in favor of high-level objectives. To avoid this roadblock, CSMs should make sure that all users at every level, from executives to end users, are seeing clear value from the solution. Check in calls should be clearly outlined to discuss predefined goals, business outcomes, and ROI.

Adoption & Value Strategies and Best Practices

In order to ensure maximum value for the maximum amount of users, CSMs can follow some of these best practices:

  • Engage with users at all levels to ensure their personal goals for the solution are being met
  • Check in frequently to keep adoption levels up
  • Work with other CSMs and customer success leadership to manage large-scale accounts with automation and technology
  • Stay alert for any adoption red-flags or dips in usage to stay on top of satisfaction and retention metrics

Pitfall #4: Expansion & Upsell (Weak Value Realization Post Implementation)

Customer expansion strategy helps identify new revenue opportunities within existing accounts, whether with new features or user growth. Expansion opportunities are the bread and butter of a CSM’s customer accounts and are a great indicators of satisfaction and health. Although there are quite a few pitfalls during this stage of the customer journey, they can be avoided with clear strategy and execution.

Pitfalls to customer expansion or upsell include:

  • The customer not seeing value past the onboarding stage. Every user must see tangible value or positive outcomes in order for an expansion to be taken seriously.
  • Sporadic or inconsistent check in calls. Without a regular CSM/customer check in cadence, easy-to-fix issues can slip through the cracks and dramatically hinder an upsell.
  • Missed opportunities. Without regular engagement and communication, CSMs can miss an open door to an expansion or upsell opportunity.

Expansion and Upsell Best Practices

A best practice for expansion opportunities is to work with sales to develop the best proposal for individual customers based on their custom concerns, goals, and opportunities. CSMs should keep their eyes open for any metrics that highlight a customer as expansion-ready, including an increase in product usage, engagement, or NPS scores.

Pitfall #5: Renewal (Tangible Business Impact and ROI)

During the renewal stage, a CSM’s strategy revolves around strengthening a customer relationship to the point that they decide to re-purchase the solution again for another set period of time. The biggest pitfall standing in the way of success? If the customer doesn’t see the value or a tangible ROI your solution.

Strategies for Renewal

CSMs must constantly engage and communicate with customers throughout the entire journey, from onboarding onwards, to ensure every user is seeing value and achieving their personal goals within the solution. The success of a renewal strategy hinges on overcoming this roadblock and driving positive business outcomes and impacts throughout the customer journey.

Best Practices for Renewal

While there is some contention around who should own the renewal, a best practice is to be aligned with sales. A customer success department is well versed in dealing with current client issues, concerns, and values, while sales can bring negotiating techniques and tactical expertise. Another best practice is to develop strong executive relationships during the entire customer journey and don’t be afraid to ask the tough questions during every conversation. Questions like: “If you were to renew today, would you?” “If you moved to another company would you bring our solution with you?”

Actionable Strategies Can Help To Overcome Issues

Even with the pitfalls and roadblocks discussed above, with actionable strategies in place CSMs can be well prepared to overcome any issue. What are some best practices your customer success team employs to overcome post-sales issues?

Read more at http://www.business2community.com/customer-experience/5-customer-success-post-sales-pitfalls-01874823#3OLe6Sr3qfXp7ibC.99

L’explosion du sport à la télévision en cinq graphiques (source: les echos.fr)

Source: L’explosion du sport à la télévision en cinq graphiques

Le volume horaire et les droits des programmes sportifs à la télévision se sont envolés ces dernières années avec l’arrivée de nouvelles chaînes comme beIN Sports et SFR Sport.

“Plus haut, plus fort, plus vite”. La devise des Jeux olympiques (JO) pourrait également s’appliquer à la diffusion du sport à la télévision française. Création de nouvelles chaînes, hausse du volume horaire des programmes sportifs, envolée des droits : la télévision a connu de profondes mutations ces 20 dernières années, révèle une étude du CSA . Ce qu’il faut retenir sur le sujet en cinq graphiques.

Explosion du nombre de chaînes

La montée en puissance de la diffusion du sport à la télévision s’explique en premier lieu par la hausse spectaculaire de l’offre. Entre 1995 et 2016, le nombre de chaînes diffusant des programmes sportifs est passé de 7 (3 payantes, 4 gratuites) à 37 (25 payantes, 12 gratuites) !

image: https://www.lesechos.fr/medias/2017/07/05/2099975_lexplosion-du-sport-a-la-television-en-cinq-graphiques-web-tete-030427485156.jpg

L'explosion du sport à la télévision en cinq graphiques

L’arrivée de chaînes comme beIn Sport ou SFR Sport sur ce créneau a totalement bousculé Canal +, qui a fait du sport l’un de ses produits d’appels depuis son lancement en 1984. Les chaînes gratuites ne sont pas en reste. En diffusant des “petits sports” comme le biathlon ou des programmes longtemps délaissés comme le Tour d’Italie (cyclisme), la chaîne l’Equipe a par exemple vu son audience progresser de façon significative ces derniers mois.

Envolée du volume horaire des programmes sportifs

La hausse du nombre de chaînes a entraîné mécaniquement une explosion du volume horaire des programmes sportifs. Entre 2000 et 2016, ce volume a été multiplié par 4 ! Rien qu’en 2014 et 2016, le nombre d’heures de programmes sportifs diffusé à la télévision est passé de 159.029 à 211.677.

95% des heures de sport diffusées en 2016 l’ont été par des chaînes payantes. Il faut dire que celles-ci se consacrent quasi exclusivement au sport, contrairement aux chaînes généralistes et aux semi-généralistes.

image: https://www.lesechos.fr/medias/2017/07/05/2099975_lexplosion-du-sport-a-la-television-en-cinq-graphiques-web-tete-030427514557.jpg

L'explosion du sport à la télévision en cinq graphiques

Le football se taille la part du lion

C’est tout sauf une surprise : le football est de loin le sport le plus diffusé sur la télévision gratuite (17,1%, en volume horaire). Il devance le cyclisme, largement diffusé pendant l’été à l’occasion du Tour de France (11%), et la pétanque (9,2%), retransmise sur L’Equipe et France 3. A eux-seuls, 10 sports ont représenté 85% du volume horaire des retransmissions sportives sur la télévision gratuite en 2016, souligne le CSA.

image: https://www.lesechos.fr/medias/2017/07/05/2099975_lexplosion-du-sport-a-la-television-en-cinq-graphiques-web-tete-030427520298.jpg

L'explosion du sport à la télévision en cinq graphiques

Par ailleurs, les sports connaissent une diffusion variable au fil des ans. Ainsi, la part du football a reculé entre 2014 et 2016, tout comme celle du tennis qui n’a eu de cesse de reculer depuis 2012. A l’inverse, la diffusion du cyclisme et des sports auto-moto a augmenté entre 2014 et 2016.

image: https://www.lesechos.fr/medias/2017/07/05/2099975_lexplosion-du-sport-a-la-television-en-cinq-graphiques-web-030428249525.jpg

L'explosion du sport à la télévision en cinq graphiques

La flambée des droits sportifs

L’arrivée de nouveaux acteurs à la télévision a également entraîné une hausse significative des montants des droits sportifs, à cause notamment du football qui tire le marché vers le haut . La valeur du marché des droits sportifs est en effet passée de 510 millions d’euros à 1,45 milliard d’euros entre 2010 et 2016. Entre 2011 et 2016, la hausse s’élève à 25%.

image: https://www.lesechos.fr/medias/2017/07/05/2099975_lexplosion-du-sport-a-la-television-en-cinq-graphiques-web-tete-030428745188.jpg

L'explosion du sport à la télévision en cinq graphiques

De quoi créer un cercle vertueux : “La télévision apporte une contribution financière via les droits sportifs télévisuels ainsi qu’une fenêtre d’exposition au sport, tandis que ce dernier permet aux chaînes de télévision de réaliser de fortes audiences”, estime ainsi le CSA.

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