YouTube expected to approach 3 billion global users by 2027 – report

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.