Netflix and YouTube set to dominate global video audiences by 2027

Netflix is forecast to surpass 1 billion monthly active users globally by 2027, while YouTube is expected to approach 3 billion users worldwide, according to a report from market intelligence firm Omdia.

The figures were shared by Maria Rua Aguete, Head of Media and Entertainment at Omdia, during a session at Series Mania, highlighting the growing dominance of global streaming platforms in reshaping video consumption across Europe.

The data shows that Netflix and YouTube are now the leading first-choice video services in France, outperforming traditional broadcasters and pay television providers.

Netflix leads the French market with 18 per cent of users selecting it as their primary service, followed by YouTube at 12 per cent.

The session, titled “How to Turn YouTube into an Asset for Your Series?”, explored the evolving role of YouTube within the wider content ecosystem.

It revealed that while there is significant audience overlap between YouTube and major French broadcasters, including France TV, TF1+ and M6+, a substantial share of YouTube’s audience exists outside these platforms.

This dynamic makes YouTube a critical tool for reaching new and incremental audiences beyond traditional television networks.

At the same time, the platform serves a dual function as both a complementary distribution channel and a gateway to entirely new viewers.

In the United Kingdom, the market presents a more balanced landscape, with global streaming platforms and traditional pay TV operators coexisting.

Netflix ranks first in the UK with 17 per cent, followed by Sky at 15 per cent and YouTube at 9 per cent, underscoring the continued relevance of premium television services.

“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 Maria Rua Aguete, Head of Media and Entertainment at Omdia.

The findings highlight a broader industry trend in which success increasingly depends on combining global scale with local relevance.

They also point to a shift in strategy, with platforms now viewed not only as competitors but as strategic partners in expanding total audience reach.

The projections underline how global video platforms are expected to continue consolidating their influence, reshaping both viewing habits and content distribution strategies in the coming years.