Netflix is expected to strengthen its position as the world’s largest subscription streaming platform over the next five years, despite growing consolidation among rival media companies, according to new forecasts presented by Omdia at NEM Dubrovnik 2026.
Speaking at the Croatian TV industry event, Maria Rua Aguete, Omdia’s Head of Media & Entertainment, said Netflix is forecast to approach 400 million subscribers globally by 2031, further extending its lead over competing streaming services.
The analyst firm also predicts Netflix’s monthly audience will exceed one billion viewers by 2027, underlining the platform’s continuing global scale.
However, Omdia believes the next phase of competition will be shaped by consolidation as streaming companies seek greater scale and profitability.
A combined HBO Max and Paramount+ service could reach approximately 175 million subscribers worldwide by 2031, according to Omdia’s forecasts, placing the merged platform among the world’s five largest streaming services.
“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 capitalise on global growth opportunities.”
Omdia said the proposed combination would benefit from significant audience overlap and cross-selling opportunities. Its consumer research indicates that 40% of Paramount+ subscribers would also subscribe to HBO Max, while 26% of HBO Max customers already take Paramount+.
Despite Netflix’s dominance in subscription streaming, Omdia highlighted the growing influence of YouTube across the broader video ecosystem.
The research company forecasts YouTube will reach around 2.7 billion monthly active users during 2026 and continue to outscale every streaming service globally. By comparison, Netflix’s audience is expected to exceed one billion monthly viewers by 2027.
“The industry’s biggest battle is no longer simply streamer versus streamer,” said Rua Aguete. “Netflix is winning the subscription streaming war, but YouTube is becoming one of the most powerful forces in television as it adds more premium content to the platform.”
Omdia expects the next stage of industry growth to be driven by further consolidation, advertising expansion, content bundling and intensifying competition for consumer attention across both subscription and ad-supported services.
The forecasts were presented during NEM Dubrovnik, the annual television and media industry conference for Central and Eastern Europe.
