According to a forecast, Netflix is projected to have close to 400 million global subscribers by the end of 2031, further solidifying its position as the world's leading subscription-based streaming platform amid ongoing industry consolidation.
The latest projections, presented at the 2026 NEM Dubrovnik conference, indicate that scale, profitability, and audience reach will play increasingly critical roles in the next phase of the streaming competition.
These forecasts highlight Netflix's continued expansion in a landscape marked by increasing merger and acquisition activity among its rivals. It is also predicted that Netflix will surpass one billion monthly viewers by 2027, further underscoring the platform's vast global scale and reach.
The head of media and entertainment research stated that the streaming market is entering a new phase where scale and sustainability are becoming paramount. While industry consolidation is likely to strengthen some competitors, Netflix continues to benefit from its global footprint and subscriber base, advantages that remain difficult to replicate.
Analysis suggests strategic consolidation will be a significant factor in the next stage of streaming competition as companies pursue greater scale and profitability. A potential merged service combining HBO Max and Paramount+ could attract approximately 175 million global subscribers by 2031, positioning the combined entity among the world's top five streaming platforms.
This proposed merger would also benefit from notable audience overlap. Consumer research indicates that 40% of Paramount+ subscribers also subscribe to HBO Max, while 26% of HBO Max subscribers currently have a Paramount+ subscription, creating opportunities for cross-promotion, bundling, and user retention.
While Netflix remains the leader in subscription-based streaming, YouTube's influence within the broader video ecosystem continues to grow. Projections estimate YouTube will reach 2.7 billion monthly active users in 2026, a scale that still surpasses any single streaming service.
The research lead noted that competition is no longer confined to streaming platforms against each other. Netflix remains the dominant subscription streaming platform, while YouTube is becoming a major force in television by continuously attracting viewers, creators, and premium content.
The next growth phase of the streaming market is expected to be shaped by continued industry consolidation, the expansion of ad-supported tiers, content bundling strategies, and intensified competition for consumer attention among major subscription and ad-supported services.
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