New research from Omdia, revealed at Series Mania, projects that YouTube will reach 3 billion users worldwide next year, while Netflix is expected to reach more than 1 billion MAUs.
Maria Rua Aguete, head of media and entertainment at Omdia, took part in a session with
Justine Ryst, MD of YouTube France and Southern Europe, at Series Mania Forum. It highlighted how Netflix and YouTube have become the first-choice options for video services in France, ahead of traditional broadcasters and pay TV. Netflix is at an 18% share in the market, Omdia indicates, with YouTube at 12%. Free TV in aggregate is at 10%.
The social video platform is crucial for incremental reach, even with significant overlap with users of local broadcasters France Télévisions, TF1+, and M6+.
The situation in the U.K. is more balanced, Omdia said. The leading first-choice services are Netflix at 17%, Sky at 15%, Prime Video at 10%, and YouTube at 9%,
“Scale and reach are critical, but so is complementarity,” said Rua Aguete. “Platforms like YouTube not only amplify content but also unlock entirely new audiences, while Netflix continues to lead in premium storytelling and engagement.”
