Netflix forecast to reach 400 million subscribers by 2031

The forecast was presented by research firm Omdia at international TV event New Europe Market (NEM) Dubrovnik 2026. The 400 million figure marks a significant jump from the 325 million subscribers that Netflix said it had at the end of 2025.

Omdia also forecasted that Netflix's monthly audience will exceed one billion viewers by 2027, underscoring the platform's global scale and reach.

"The streaming market is entering a new phase in which scale and sustainability are becoming increasingly important," said Maria Rua Aguete, Head of Media and Entertainment at Omdia. "Consolidation is likely to strengthen a number of competitors, but Netflix continues to benefit from a level of global reach and subscriber scale that remains difficult to replicate."

The analysis indicated that strategic consolidation will play an important role in the next phase of streaming competition, as companies pursue greater scale and profitability.

A potential combined HBO Max and Paramount+ service could attract approximately 175 million subscribers worldwide by 2031, positioning the merged entity among the world's five largest streaming platforms.

The proposed combination would also benefit from significant audience overlap. Omdia consumer research shows that 40% of Paramount+ subscribers would also subscribe to HBO Max, while 26% of HBO Max subscribers currently take Paramount+ subscriptions, suggesting opportunities for cross-promotion, bundling, and customer retention.

While Netflix remains the leader in subscription streaming, YouTube's continues to expand its influence across the broader video ecosystem. Omdia forecasts that YouTube will reach 2.7 billion monthly active users in 2026, maintaining a scale that exceeds any individual streaming service.

"Competition is no longer limited to streamer versus streamer," continued Rua Aguete. "Netflix remains the dominant subscription streaming platform, while YouTube is becoming an influential force in television as it continues to attract audiences, creators, and premium content."

Overall, Omdia expects the next growth phase in the steaming market to be shaped by continued consolidation, expansion of advertising-supported models, content bundling strategies, and intensifying competition for consumer attention across both subscription and ad-supported services.

Netflix recently named Jay Hoag as Chairman of ‌its board, succeeding the streaming service’s Co-Founder, Reed Hastings. Discover more here.