Who Actually Buys Ads on Netflix, Prime Video and Disney+ in France?
Kantar Media's first read on France's ad-funded streaming tiers shows Netflix, Prime Video and Disney+ drew 376 advertisers and €226m in gross spend from May to August 2026 — with banking-insurance, not FMCG, leading the pack and Groupama the single biggest buyer.
The Numbers
Kantar Media has published its first analysis of the ad-supported offers from Netflix, Prime Video and Disney+ in France, covering May to August 2026. Across the three platforms it counted 376 advertisers and €226m in gross investment — a figure based on listed rates before negotiated discounts, so it reflects activity rather than the platforms' actual revenues.
The category ranking is the eye-opener. Banking-insurance leads, followed by food and beverages and then retail, with tourism-hospitality and beauty-hygiene rounding out the top five — a noticeably different order from traditional television. At brand level, Groupama is the biggest single advertiser, ahead of Procter & Gamble, The Magnum Ice Cream Company, Idealo and Trainline.
For scale, video advertising overall represented €3.2bn in net investment in the first half of 2026, about 42% of the entire French ad market. Streaming's slice is still modest against that backdrop — but it is now measurable, and Kantar plans to fold it into its broader Videolistic tool so agencies can track spend across TV, streaming and catch-up together.
Why Banking-Insurance Leads — and Why That's Telling
On linear TV, FMCG giants usually dominate. The fact that banking-insurance tops the streaming chart says something about which sectors value premium connected-TV first: big-budget, brand-building categories that prize reach in a clean, brand-safe, high-attention environment are the early movers.
It also reflects who can act quickly. Finance and insurance brands run large, centrally-planned budgets and can shift spend into a new premium channel without waiting for it to fully mature. FMCG is present — P&G and Magnum are in the top five — but the leaders here are the sectors treating streaming as a brand medium, not a performance bargain.
What Advertisers Should Take From This
The headline for marketers is timing. At €226m gross the ad-funded tiers are still small next to the €3.2bn video market, which means the environment is premium and relatively uncluttered — exactly the conditions in which early movers can buy outsized share of voice before rates and competition climb.
And measurement is catching up. Once streaming spend sits inside a cross-video tool, comparability improves and budgets tend to follow. If your category is barely visible in these charts, read that as an opening rather than a verdict: being early in a premium channel is usually cheaper than being on time.
Quick FAQ
How much are advertisers spending on streaming ads in France?
Kantar Media counted €226m in gross investment (at listed rates, before discounts) across the ad-supported tiers of Netflix, Prime Video and Disney+ from May to August 2026, from 376 advertisers.
Which sectors and brands lead?
Banking-insurance leads by category, ahead of food and beverages and retail. Groupama is the biggest single advertiser, followed by Procter & Gamble, The Magnum Ice Cream Company, Idealo and Trainline.
How big is streaming versus total video advertising in France?
Video advertising overall was €3.2bn net in H1 2026, about 42% of the French ad market — so streaming's ad tiers are still a modest but fast-emerging slice.
The striking thing here isn't the total — it's who's first. Banking and insurance leading streaming, ahead of the usual FMCG crowd, tells you which sectors treat premium connected-TV as a brand medium. At €226m the water is still warm and uncluttered. Being early in a premium channel is almost always cheaper than being on time. — Daniel Nikolla, Founder of Merx Marketing
Streaming's ad tiers are still small enough to be a bargain in share-of-voice terms. If your category is barely on these charts, that's an opening — premium reach is cheapest before everyone else arrives.
Is your brand testing streaming's ad tiers now while they're uncluttered — or waiting until the rates and the competition have both climbed?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Kantar Media and Jai un pote dans la com.
Related reading
Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
Comments