Thank you very much. Starting on Slide 3, let me say a few words of introduction as a summary of our performance. I am very happy with the results that we're going to share with you today. The first one as a publicly listed company. Deezer growth has accelerated substantially in the H1 2022, and we are now back to double-digit growth and showing growth on every segment and every region. In line with the new strategy that I introduced last summer when I joined, we continue to focus the business on key markets, increase ARPU, and greatly improve the efficiency of our marketing spend across all markets. We are particularly happy with the strong performance in France, our main core market, where our B2C subscriber base has grown by over 10%.
On B2B, our revenues grew again on the back of new deals, and we expect this growth to accelerate further, starting in the H2 of this year, thanks to the recently launched partnership with RTL in Germany. This shows the strength of Deezer's unique B2B, B2C model, as well as our capacity to capture the growth of the global music streaming industry. The success of our initial public offering on Euronext Paris was also a major milestone in our H1, which gave us the capital we need to execute our new strategy. With a highly competitive product, a clear strategic focus, a renewed and experienced management team, supported by a strong new board of directors, we are starting to see the great progress, and I'm very confident that we're perfectly positioned to keep accelerating our growth further and reach profitability.
Lastly, with a strong H1 secure and the plans we have for the H2, we are pleased to confirm our guidance for 2022. Now, I would like to turn the call over to Stéphane to go over more details about our revenue performance in H1.
Yes. Hi, everyone, and thank you, Jeronimo. Let's now turn to Slide 4. As you can see on this page, all our business segments posted revenue growth in the H1. This is particularly true for B2C, where revenues grew 12.2%. This acceleration of our B2C growth was largely driven by a strong performance in France, where our subscriber base and our ARPU increased substantially in the H1. On B2B, after several years of decline, we are very happy to see that we are growing again with nearly 8% growth. This was mainly driven by recent partnerships that we signed, such as SFR in France or Globo in Brazil.
Looking at our revenue growth by geography on the next page, I am on Slide 5, we are very pleased with the strong performance in France, which grew 11.1% in H1. As mentioned, this is largely driven by the increase of our subscriber base, which reached 3.3 million at the end of June. This is a 10.7% increase compared to the end of June 2021, and we also benefited from a higher ARPU with price increases that we implemented in H1. In the rest of the world, our revenues grew 13.6%. We experienced a dynamic level of activity in B2B with the growth of the recently signed partnership in Brazil and in Europe.
In B2C, the ARPU improvement more than compensated for the decline of our subscriber base in line with our new strategy to focus our business on key selected markets. Let's turn now to Slide 6 and take a look at the subscriber base. You can see here the impact of our new strategy on our B2C subscriber base. In France, we continued investing, and we recorded a double-digit growth of our B2C subscriber base, thanks to the increase in family mix, the continued optimization of our acquisition funnel, and also a reduction of our churn rate despite the price increase. In the rest of the world, the number of subscribers decreased by 18% as a consequence of the change in our strategy where we decided to concentrate on key selected markets.
Therefore, we stopped investing in loss-making long-tail markets, and this contributed to substantially reduce our marketing spend and also improve our marketing efficiency. In particular, we have scaled back investments in low ARPU geographies such as Mexico or the MENA region. Additionally, we closed down our Russia business in March. Overall, this led to a decline of our subscriber base in the rest of the world, but the impact on our revenues was limited, as it was more than compensated by a large increase in ARPU. Let's turn now to Slide 7.
Thank you, Stéphane. In the H1, we made progress on multiple areas that will continue to support our growth moving forward and reflect implementation of our strategy. First of all, we have substantially strengthened the management team with appointment of Stéphane as Deputy Chief Executive Officer and Chief Financial Officer in January and Gita Ghaem-Maghami as Chief Operating Officer in May. On the partnership front, we have materially expanded our integration with Sonos, which now includes support for voice control and access to Flow inside the Sonos app. We also launched RTL+ Music last week, a partnership that we have been working on for over a year and that we expect to be a game- changer for Deezer. We have continued to develop the Deezer product as well.
For example, we became the first music streaming company to offer in-product lyrics translation, and we have also launched our first large- scale- in-app live stream with great results. In addition, we will soon be rolling out an improved version of Track Mix, a new AI-generated way to discover music based on your personal taste. We are also repositioning the brand to be more appealing to Gen Z. This week, we have launched a brand new campaign in our core markets, "Deezer: The Power of Music". We have started testing as well, Zen by Deezer, our new well-being app. This is our first diversification project, which we plan to roll out in 2023, and we expect this to be a highly profitable cross-sell opportunity. Moving on to the next slide.
As a conclusion, we're very happy with our top line performance in the H1, which shows the first results of our new strategy and makes us confident that we are well-positioned to execute our plan to deliver consistent double-digit growth and reach profitability by 2025. In the H2, we expect to benefit from the progressive ramp-up of the RTL partnership launched on August 16, as well as from the incremental impact of the price increases implemented throughout 2022. Additionally, we see that our business is extremely resilient to the recent macroeconomic uncertainties. Currently, we do not expect any significant negative impact on our activity or financial performance. Therefore, we're happy to confirm our 2022 guidance. We expect Deezer to generate revenues of approximately EUR 455 million for the full- year 2022, representing a 14% revenue growth.
This concludes our presentation, and now we will be happy to take questions.
Thank you. As a reminder, if you'd like to ask a question on today's call, please press star one on your telephone keypad. To withdraw your question, please press star two. The first question comes from the line of Christophe Cherblanc from Société Générale. Please go ahead.
Yes. Good morning. Thanks for taking my question. Two to start with, please. First on the long-tail market, you confirm you're reducing your focus on those markets, so it's very easy to see that you're cutting marketing spend. I was just curious as to whether you had a lasting cost in terms of minimum guarantee or any kind of costs which are still in your P&L for a certain period of time. Also, I wanted to know how many subscriber within your client base are related to what you refer as long-tail markets. The second question was on the live performance. I think in the release you mentioned a live performance with the French rapper, Jul.
I was just curious about the economics of that kind of event. Is it something you're charging as an extra to subscriber? Is it just a free benefit? Are you sharing the economics? We believe any color on that would be very interesting. Thank you.
Yes. Hi, Christophe. This is Stéphane. Let me take your first question. On the long-tail market, of course you're right, we are reducing the focus and we are reducing the spend. By the way, it is not just the marketing spend, it's more generally the spend, and we are also present in some of those regions. This is also bringing benefits to the whole P&L, not just marketing. There is no MG that is specific or related to regions. W e have MGs with the labels, but they are general. From that standpoint, there is no particular exposure or particular risk, and therefore we are not exposed to that as we downscale our presence in those markets.
When it comes to the subsciber base, we give the overall subscriber base for B2C. We split B2C between France and rest of the world. Now, we do not split and we do not provide the details for the B2C subscriber base in the rest of the world. The impact we are seeing is more about the acquisition funnel and the new subscriber because we don't make investments. Those people who are already subscribers in those markets, they stay subscribers. We do not stop the service. W e stop service in Russia, but it is totally different. For the rest, we keep the service. We generally keep those subscribers, we don't invest anymore. I think that was on your first question. Jeronimo, the second question was on July.
On the economics of the live stream. That live stream was in-app live stream for free for all of our users. We did not charge users for that experience, and it was an additional kind of benefit and service that we provided. We got a lot of promotion and buzz around it. We saw an increase in registrations that made us very positive about the impact that live stream had. It was, from a P&L perspective, so far a cost that we thought it was a good investment to improve the experience on Deezer.
That was something that we paid basically to be live, to get the rights for that live stream.
Okay. Maybe if I just to follow up on the long-term market. When I'm looking at the non-French subscriber base, which is down 0.5 million. We know 100,000 is the discontinuation of Russia. Is it fair to assume that all of the rest, that is 400,000 subscriber, is purely related to those long-tail markets?
Well, it's a mix because in the way we count subscribers in the same way as Spotify, you also have what we call try and buy. All the people that are trying the service but not yet paying, and the vast majority of the 500K, outside of Russia, 400K, is actually the reduction of the investment. All those people which previously were in try and buy phase, not yet full price subscribers. Those by definition, because we have less invested, they are not anymore in the sub base. That's the bulk. There is of course still a reduction in some of the markets, and most of them are in the long-tail markets indeed.
Okay. Thank you.
We currently have no questions coming through. As a final reminder, to ask a question, please press star one. We have no further questions. I'll hand back to you, host.
Yes. Thank you everyone, and thank you for joining the call. Of course, if you have any further questions, don't hesitate. You can reach us at the investor email address. Thank you. Bye-bye.
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