Selon le dernier rapport de l’agence Zenith pour l’année 2019, chaque individu à travers le monde consacrerait en moyenne 8 heures par jour à l’utilisation des médias (télévision, radio et internet compris). Ce chiffre élevé s’explique en partie par une hausse soutenue et constante de la consommation Internet sur les dernières années, accentuée par la démocratisation des smartphones et autres tablettes. En 2019, celle-ci s’élevait en effet en moyenne à 170 minutes par jour et par personne, contre seulement 110 en 2015. Ce score est symbolique : pour la première fois, la consommation Internet a dépassé celle de la télévision. En maintenant péniblement une durée de visionnage moyenne de 168 minutes par jour et par personne, celle qui est restée pendant de nombreuses années la pourvoyeuse principale de contenu médiatique semble accuser le coup. « Vieillissante », « dépassée » voire « ringarde », nombreux sont ceux qui prédisent la fin certaine de la télévision au profit des plateformes de vidéos à la demande, offrant un accès continu à des contenus variés. Faut-il pour autant enterrer définitivement le petit écran ? Rien n’est moins sûr.
De la télévision aux contenus télévisuels
Comme cela a été évoqué, les audiences du poste de télévision ont ces dernières années tendance à stagner, voire à légèrement décroître. Cependant, il convient de ne pas faire une erreur d’interprétation : les contenus télévisuels, eux, sont largement consommés et partagés. Selon la sociologue Isabelle Veyrat-Masson « Tout est affaire de perception. La plupart des adolescents aujourd’hui n’ont plus le sentiment de regarder la télé, alors même qu’ils la suivent sur d’autres supports ». En effet, les chaines traditionnelles se sont inscrites dans ce qu’il convient d’appeler un tournant numérique : la télévision, ce n’est plus seulement le poste de télévision. L’accès à des programmes dits de « flux », consommables dans un temps imparti après leur diffusion, se généralise sur des sites tels que myTF1 ou encore France.TV. Plus parlant encore, une hausse de la consommation de contenus télévisuels via des sites intermédiaires, tels que Youtube et dans une moindre mesure Facebook, est observée. Certaines productions proposent en effet des programmes destinés à alimenter conjointement une chaîne Youtube, et des émissions de télévision plus « traditionnelles » (Bref, Golden Moustache, Studio Bagel, …). De la même manière, certains programmes télévisés republient des extraits directement sur leur chaîne Youtube : Clique TV ou Quotidien réalisent par exemple un très grand nombre de « vues » sur cette plateforme, sans pour autant affoler les compteurs lors de leur diffusion « classique ». Grâce à ces nouveaux procédés, le consommateur s’affranchit des contraintes de rareté et de temporalité qui caractérisaient le traditionnel poste de télévision : nous observons donc le passage d’une télévision de l’offre, à une télévision de la demande.
Confinement : le retour du poste de télévision au premier plan ?
La tragique crise sanitaire que nous traversons bouleverse inexorablement nos habitudes et nos modes de vie. Confinement oblige, la consommation de contenus télévisuels en tout genre bat des records. Dans ce contexte, l’utilisation du poste de télévision traditionnel connait un revival historique, réalisant des niveaux d’audience jamais atteints depuis 2006. Selon une enquête de l’institut de mesure Médiamétrie, les français ont passé en moyenne 4h48 par jour devant leur téléviseur entre le 16 et le 22 mars, soit 1h17 de plus que l’année dernière sur la même période. Plus surprenant encore, cette tendance s’observe également chez les 15-24 ans : 58 % d’entre eux déclarent regarder régulièrement leur poste de télévision, contre seulement 36 ,5 % il y a un an. En ce moment, les membres de cette catégorie d’âge restent également plus longtemps devant le petit écran : 1h46 contre seulement 1h03 un an plus tôt. Ces chiffres impressionnants s’expliquent dans un premier temps par une surconsommation des JT et autres chaînes d’information en continu. A titre d’illustration, les 13h de TF1 et de France 2 attirent respectivement 8 millions et 7 millions de téléspectateurs en moyenne. Cependant, d’autres phénomènes peuvent expliquer ce bouleversement de nos modes de consommation en matière de contenus télévisuels.
Le caractère fédérateur du poste de télévision
La période de confinement à laquelle doit faire face notre société altère considérablement notre capacité à « faire société », en fragilisant le lien social qui nous unit. Il se pourrait donc que le climat anxiogène dans lequel nous évoluons fasse ressurgir la dimension intégratrice du poste de télévision. Celui-ci permet en effet l’organisation de rendez-vous fédérateurs, durant lesquels des dizaines de milliers de téléspectateurs se rassemblent, et consomment un même contenu, à la même heure. Les allocutions présidentielles, les JT d’informations ou encore les films diffusés à heures de grande écoute sont autant d’occasions de « faire société », que cela soit par le rassemblement dans un même foyer, ou au sein de la communauté imaginée des téléspectateurs. La numérisation des contenus télévisuels avait fragilisé cette dimension de façonnement du lien social, en limitant les moments d’écoute conjointe à de rares occasions (soirées électorales, grands événements sportifs, …). Le retour au premier plan du poste de télévision peut également s’expliquer par la nature des contenus proposés. Outres les journaux d’informations, les « grands classiques » du cinéma français pulvérisent les records d’audience. La diffusion de « La Grande Vadrouille » sur France 2 a par exemple attiré 5,2 millions de téléspectateurs. Selon une étude parue dans Le Figaro début avril, ces chiffres s’expliquent par un effet dit de « simple exposition ». En d’autres termes, le fait de connaître l’issu d’un programme, et de savoir qu’une histoire se termine bien, permettrait de l’appréhender dans un état d’esprit relaxé et positif. Dans le contexte actuel, ce facteur prend donc tout son sens.
Un effet durable ?
Il est difficile d’affirmer que le phénomène observé en cette période de confinement rabatte complètement les cartes quant à nos pratiques télévisuelles. Cependant, cela aura permis à certains d’entre nous de découvrir – ou de redécouvrir – une nouvelle offre à laquelle ils ne pensaient plus. Bien avant la crise, certains indices laissaient cependant transparaître un certain attachement à l’effet d’écoute conjointe que nous avons évoqué. La démocratisation des « lives », sur des plateformes telles que Youtube, Instagram ou Twitch avait ainsi contribué à renouer avec cette tradition, tout en offrant la possibilité aux spectateurs d’interagir durant leur visionnage. En bouleversant nos modes de consommation de contenus télévisuels, cette période de confinement aura au moins eu le mérite de nous offrir une piqûre de rappel : l’être Humain est définitivement un animal social.
https://journals.openedition.org/edc/6193#xd_co_f=ODc4M2ZhNzktOWJlYS00OTZjLWE2ODUtMzMxNGY5ZjBjZTli~
https://www.cairn.info/revue-reseaux-2012-5-page-43.htm
https://www.lepoint.fr/medias/coronavirus-la-revanche-de-la-television-28-03-2020-2369105_260.php#
https://www.cbnews.fr/medias/image-consommation-tv-stable-monde-fortes-disparites-29142
https://fr.statista.com/infographie/9737/consommation-moyenne-medias-tv-et-internet-en-minutes/
Plus d’article sur les nouveaux modes de consommation ici
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