Hadopi-French Superior Audiovisual Council study - Voice assistants and connected speakers, the impact of voice on cultural and media supplies and uses

As part of their respective missions,Hadopi and the French Superior Audiovisual Council have joined forces to conduct a joint study on this new equipment, which raises a number of challenges for both institutions. These challenges are also of interest to other regulation authorities, each in their own field of competence:ARCEP, the Competition Authority and the French Superior Audiovisual Council have contributed to the work of Hadopi and the French Superior Audiovisual Council, with the aim of contributing to the collective reflection.

This exhaustive study has two components: a socio-economic analysis based on meetings with industry professionals and a comparative analysis of international markets, and a measurement of usage with qualitative and quantitative studies entrusted to Ifop and Harris Interactive respectively.

In February 2019, one in ten French Internet users was using at least one connected speaker, including Google Home, Amazon Echo, or Apple HomePod. Although uses are still relatively restricted (asking for the weather: 78% of users, searching for information on the Internet: 75%), cultural and media practices are widespread (97% of users), in particular listening to music (89% of users) or radio (81%). Home automation uses remain less widespread, involving just 36% of connected speaker users. By 2025, 36% of French households are expected to be equipped with connected speakers.

Hadopi and the French Superior Audiovisual Council have identified four major challenges linked to the development of connected speakers and voice assistants for audiovisual and cultural service editors present in these environments:

• consumers' renewed interest in audio media opens up development prospects for these services if audiences grow and the underlying business models are balanced;
• the accumulation of powerful intermediaries between publishers and consumers raises questions of value capture and breakdown, to the detriment of publishers at the end of the chain;
• the absence of screens, the one-size-fits-all response and commercial agreements mean that the conditions for taking over and listing legal services are more than ever determining factors for the diversity of the supply, which could nevertheless be boosted by the future development of services available on these terminals;
• the specific features of connected loudspeakers (voice interaction, concentration of players) create the risk of consumers being locked in. This risk is accentuated by the low level of information available to users, and the limited use of parameterization options.

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Find out more :

• The joint Hadopi-French Superior Audiovisual Council study on voice assistants and connected speakers.
  • Appendix 1: the qualitative study report
  • Appendix 2: Quantitative study report
• Leaflet on voice assistants and connected speakers.
• Press conference support for the study on voice assistants and connected speakers.