France TV is one of the major historical players in French television. It is the leading French audiovisual group, with a 28.3% audience share in 2017. In line with societal change, the group now provides a web platform for viewing replay programs. With this strategy, the group aims to reach a target group that is a major consumer of digital media: the millennia.
The business model of this platform is based on the monetization of programs through the sale of advertising space. So, users of the platform are often confronted with video ads that are broadcast during their program. The interruption of the program caused by these commercial breaks and their constant presence appears to many users to be an intrusive technique. So, a mistrust towards advertising has developed and the advertising overload on the platform seems to be a barrier for users of the platform.