Netflix and Amazon Prime Video on the streaming podium in Italy
The Justwatch search moror data on the third quarter 2024. In Spain, Germany and the USA, Amazon's platform is ahead of the Californian bigwig
2' min read
2' min read
Netflix is in the lead. And the position remains solid: 30% market share. The figure comes from Justwatch, a search engine that provided its estimates on the most used streaming services in Italy in the third quarter of the year.
The favourite platform for video-on-demand lovers in Italy is therefore the Californian Ott, which landed in Italy in October 2015 and which in the world counts over 277.6 million subscribers (according to the latest market communication, which will be updated next week by the release of quarterly accounts). In Italy, the last official announcement in May 2022 - provided by the then ceo and now executive chairman Reed Hastings - put subscribers at essentially 5 million.
Justwatch (justwatch.com), which is the world's largest streaming content guide consulted by more than 45 million users a month from 140 countries, allows users to find out where they can legally watch online films, TV series and sporting events available on hundreds of platforms. This data is then used to arrive at a ranking. The final result, as far as the third quarter of the year is concerned, thus sees Netflix leading the most used streaming services in Italy: 30% of users. This is followed by Amazon Prime Video (28%) and Disney+ completing the podium (18%). Far behind is the service in fourth position - Sky's Now, at 6% - followed by Timvision, Paramount+ and Mediaset's Infinity at 4%, with the other services (6%) closing the pie. So how have the shares changed compared to the second quarter of the year?
The streaming platforms Prime Video and Disney+ recorded significant growth of +1% until September. In contrast, Paramount+ and Netflix lost -1% of their shares, reports Justwatch, which also makes a comparison with other countries. The data shows that in France and the United Kingdom, as in Italy, Netflix is ahead of Prime Video, but the gap is minimal and amounts to just one percentage point (27% for Netflix against 26% for Prime Video). There is a reverse trend in Spain and Germany where Amazon Prime Video is ahead of Netflix: in Spain by just one percentage point (24% vs. 23% for Netflix) and in Germany by two percentage points (30% vs. 28% for Netflix). Prime Video also leads in the US (22% vs. 21% for Netflix).
Of course, on another level of discourse, in Italy, VOD platforms are still far from ousting traditional TV. Although no one is sleeping soundly. Proof of this is the Agcom resolution with which guidelines were approved to include the icons of the broadcasters' apps (within 'services of general interest') on smart TVs. A double wall, after the icon for digital terrestrial TV on the first screen, along with the various Netflix, Disney+ and so on. That one is already compulsory. This new obligation will have to wait at least a year.
