Netflix Set to Surpass YouTube in Video Revenue in 2025 Finds Omdia

In 2025 Netflix will overtake Meta and YouTube in terms of revenue (Graphic: Business Wire)
In 2024, YouTube led the market with
Netflix and YouTube take distinct approaches to revenue generation:
- Netflix is projected to have over 340 million paying subscribers in 2025, with more than 600 million users benefiting from its content.
- YouTube continues to dominate in scale, reaching over 2 billion users globally, leveraging its massive audience through advertising and premium subscriptions.
As the streaming landscape evolves, Netflix’s growing ad-supported model and subscriber base could reshape the competitive dynamics of digital video revenue.
“In markets like the US and
While often positioned as rivals, YouTube and Netflix are increasingly collaborating rather than competing. “I see more collaboration than competition between YouTube, Netflix, and other industry players,” Rua Aguete stated. “Streaming services, broadcasters, and platforms are working together through marketing partnerships, content distribution, and advertising deals.”
One key example is Netflix's use of YouTubers to promote the TV series Squid Game, leveraging influencer-driven marketing to attract new subscribers. Meanwhile, YouTube is solidifying its role as a premium content platform, outperforming Free Ad-Supported TV (FAST) services.
“At the end of 2024, YouTube generated seven times more revenue than FAST platforms,
Looking ahead, YouTube is making a strong push toward TV-like content.
“Large players can turn this to their advantage by entering favorable ad-share agreements or even selling some sponsorship and video inventory directly,” Rua Aguete noted.
She also highlighted the growing role of YouTubers in cinema recovery, with influencer-driven promotions becoming an integral part of movie marketing strategies.
Another major shift is YouTube’s increasing consumption on Connected TVs. “Viewers are watching YouTube on the big screen more than ever before,” Rua Aguete said. “This changes the advertising game, making YouTube an even bigger player in premium video.”
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View source version on businesswire.com: https://www.businesswire.com/news/home/20250227600953/en/
Fasiha Khan: fasiha.khan@omdia.com
Source: Omdia