The European cultural channel unveiled very good audience figures for the year 2020. The reason?
Without a doubt, his strategy on the Web.
Friday morning, Gilles Freissinier, the director of digital development of Arte, was at the microphone of Europe 1 to explain the improvement of the channel.
The Arte television channel can congratulate itself on its results for the year 2020, which ended Thursday evening.
The Franco-German cultural channel has exploded its audience records to reach a historic level.
The director of digital development of Arte, Gilles Freissinier, detailed in the
Culture-Media program
on Europe 1, his strategy to grow the channel.
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Programs developed for social networks
Not only is the channel increasing its TV audience by 12% compared to 2019, but on the web, growth is downright 50% in one year with 137 million videos viewed each month on all of its networks.
For Gilles Freissinier, this is primarily due to the diversity of programs that can be found on the Arte.tv site.
“It's much more than a replay offer,” he explains.
"There are digital programs, designed for digital, for many years, whether concerts with Arte concert, documentaries, fictions, magazines and even podcast. Arte Radio has already existed for 18 years".
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The second facet of the channel's success is due to its use of social networks.
According to Arte's director of digital development, "on social networks too, we are trying to develop a specific offer, whether documentary or fiction".
This summer, a series called
You Prefer
was put online by Arte, in which young people challenge themselves morally in episodes of less than ten minutes.
This series was "a real success", according to Gilles Freissinier, and even more on Instagram since "this program was designed specifically for this social network", he adds.