YouTube is expected to approach 3 billion global users by 2027, while Netflix is forecast to surpass 1 billion monthly active users over the same period, according to new data from Omdia.
The forecasts were presented at Series Mania in Lille by Maria Rua Aguete, Head of Media & Entertainment at Omdia, highlighting the growing dominance of global platforms in shaping video consumption.
Omdia’s data shows Netflix and YouTube have become the leading first-choice video services in France, ahead of traditional broadcasters and pay-TV operators. Netflix accounts for 18% of first-choice viewing, followed by YouTube at 12%.
The research also points to significant audience overlap between YouTube and major French broadcaster platforms including France TV, TF1+ and M6+, while also identifying a sizeable proportion of users that sit outside of the traditional TV ecosystem.
This positions YouTube as both a complementary platform for broadcasters and a source of incremental reach, enabling content owners to access audiences they may not reach through linear or on-demand services alone.
In the UK, the market remains more balanced between global streaming services and established pay TV players. Netflix leads with 17%, followed by Sky at 15%, and YouTube at 9%, underlining the continued role of premium aggregation alongside digital platforms.
“Scale and reach are critical, but so is complementarity. Platforms like YouTube not only amplify content but also unlock entirely new audiences, while Netflix continues to lead in premium storytelling and engagement,” said Rua Aguete.
The findings underline a broader industry shift, where success increasingly depends on combining global scale with local relevance, and treating platforms not only as competitors but also as strategic partners in audience growth.
