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.
Netflix launches first daily live show The Breakfast Club
Netflix will stream US morning radio show The Breakfast Club daily on its platform from 1 June 2026, marking the streamer’s first daily live programme.
ITV launches Live Addressable+ with Omnicom
ITV, the UK’s largest commercial broadcaster, has officially launched its live broadcast addressable advertising product, Live Addressable+, with an exclusive beta trial in partnership with Omnicom Media Group.
Enghouse Networks partners with INVIDI
Telecoms and media specialist Enghouse Networks and addressable TV advertising provider INVIDI Technologies have announced a new integration that reportedly expands advanced advertising capabilities across IP video environments.
Sports content races ahead in SVOD – Gracenote
Analysis by Gracenote, the content intelligence business unit of Nielsen, has shown that sports have quickly become a foundational part of the subscription video-on-demand (SVOD) content mix and now make up 5% of overall programming on leading services.
Bitmovin wins MUBI deal
Video streaming software specialist Bitmovin has been selected by film company MUBI as its cloud VOD encoding partner for its streaming platform.
