YouTube is expected to approach three billion users worldwide by 2027, while Netflix is forecast to reach over one billion monthly active users globally, according to data from research outfit Omdia.
The data, presented at the French TV event Series Mania, highlights how global platforms are reshaping video consumption across Europe.
Omdia said that Netflix and YouTube are the leading first-choice options for video services in France, ahead of traditional broadcasters and pay TV. Netflix leads the market at 18%, followed by YouTube at 12%.
Its data underlines the evolving role of YouTube in the content ecosystem. While there is significant audience overlap between YouTube and major French broadcasters such as France TV, TF1+, and M6+, the data also shows that a substantial portion of YouTube’s audience sits outside these services, making it a critical platform for incremental reach.
Omdia highlighted that YouTube has a dual-dynamic position as both a complementary platform – enhancing reach among existing TV audiences – and a gateway to new viewers that broadcasters may not otherwise capture.
In the UK, the market reflects a balanced ecosystem between global and local players. Netflix (17%), Sky (15%), and YouTube (9%) rank as the leading first-choice services, highlighting the continued relevance of premium pay TV alongside streaming.
Maria Rua Aguete, Head of Media and Entertainment at Omdia, said: “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.”
Omdia also recently found that YouTube set to pass 30 billion videos in early 2026. Discover more here.
.jpg)
IBC launches study to map the media technology talent pipeline
IBC has launched How Did You Get Here?, a study designed to better understand how people enter and build careers in media technology.
Netflix kicks of landmark distribution deal with France’s TF1
Leading French broadcaster TF1’s live channels and streamer TF1+ are now available on Netflix’s platform in France following a landmark distribution deal between the two companies.
UK government sets out plans to give prominence for PSB news on social media
The UK government has set out plans to make social media platforms such as YouTube and Facebook give greater prominence to news from public service media.
Warner Bros. Discovery teams with AWS for agentic AI ad-tech
Warner Bros. Discovery (WBD) has partnered with cloud provider Amazon Web Services (AWS) to develop its next-generation advertising experiences built with AWS agentic AI.
Active International picks Comcast Technology Solutions
Comcast Technology Solutions (CTS) has announced that Active International, the global media and corporate trade group, is using Comcast AdFusion to modernise and scale its broadcast ad traffic and creative distribution operations.
