Industry

At NEM Dubrovnik, new forecasts from Omdia presented by Maria Rua Aguete, Head of Media & Entertainment, outlined a streaming market entering a new phase of consolidation and intensified competition, while confirming Netflix’s continued dominance in the subscription video space over the coming years According to Omdia projections, Netflix is expected to approach 400 million subscribers globally by 2031, further strengthening its position as the world’s leading subscription streaming service. The report highlights that scale, profitability and global reach are becoming increasingly decisive factors in shaping the competitive hierarchy of the industry.

At the same time, industry consolidation is expected to redefine the competitive field. Omdia estimates that a potential combined HBO Max–Paramount+ platform could reach around 175 million subscribers by 2031, positioning it among the world’s top five streaming services. The analysis points to strong audience overlap between the two platforms, with 40% of Paramount+ subscribers also taking HBO Max, and 26% of HBO Max users already subscribed to Paramount+. “The streaming industry is entering a new era where scale, profitability and audience reach matter more than ever,” said Rua Aguete. “Consolidation will create stronger competitors, but Netflix remains uniquely positioned to capitalize on global growth opportunities.”

Despite Netflix’s continued leadership in the subscription segment, Omdia emphasized the growing importance of broader video ecosystems. The company forecasts that Netflix’s global monthly audience will surpass 1 billion viewers by 2027, while YouTube is expected to remain significantly larger, reaching approximately 2.7 billion monthly active users by 2026. “The industry’s biggest battle is no longer simply streamer versus streamer,” Rua Aguete added. “Netflix is winning the subscription streaming war, but YouTube is becoming one of the most powerful forces in television, adding more premium content to the platform.”
Omdia concluded that the next phase of the market will be shaped by consolidation, advertising expansion, bundling strategies and increasing competition for audience attention across both subscription and ad-supported platforms, with Netflix maintaining its position as the global benchmark for streaming despite a rapidly evolving competitive landscape.