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According to Omdia, Netflix will have over 1 billion monthly active users worldwide by 2027, while YouTube is expected to have nearly 3 billion users globally.
Quick Intel
Maria Rua Aguete, Head of Media and Entertainment at Omdia, presented this latest data on Series Mania, demonstrating how global platforms are reshaping the landscape of audio-visual consumption in Europe.
In a conversation with Justine Ryst, Managing Director of YouTube France and Southern Europe, Aguete pointed out that Netflix and YouTube are the two most popular video services among French users, ahead of traditional broadcasters and pay TV. Netflix leads the market with an 18% share, followed closely by YouTube with 12%.
This presentation, titled "How to Make YouTube a Premium Platform for TV Shows?", highlighted YouTube's evolving role in the content ecosystem. While there is significant overlap between YouTube's audience and that of major French broadcasters like France TV, TF1+, and M6+, data also shows that a considerable portion of YouTube users do not utilize these services, making it a crucial platform for expanding its reach.
This dual positioning allows YouTube to function as both a complementary platform and an entry point for new users: on the one hand, it can reach existing television viewers and expand its reach; on the other hand, it can reach new users that broadcasters could not previously reach.
The UK market exhibits a balanced ecosystem of global and local platforms. Netflix (17%), Sky (15%), and YouTube (9%) ranked as the top three preferred services, demonstrating that premium pay TV and streaming platforms remain equally important.
Rua Aguete stated, "Scale and reach are certainly important, but complementarity is equally important. Platforms like YouTube not only amplify the impact of content but also reach entirely new audiences, while Netflix continues to lead in quality storytelling and user engagement."
The findings confirm a significant shift in the industry: success increasingly relies on combining global scale with local relevance, and platforms are no longer just competitors, but strategic partners in expanding overall audience reach.
About OMDIA
Omdia, a product of Informa TechTarget, Inc. (NASDAQ: TTGT), is a leading global technology research and advisory firm. Leveraging its deep insights into the technology market, in-depth dialogues with industry leaders, and vast data resources, Omdia helps clients identify trends, seize opportunities, and gain a competitive edge. From R&D to ROI, we identify the most promising opportunities and drive the continued growth of the technology industry.
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