Media

Streaming, Prime Video ahead of Netflix in Italy

Justwatch data on the whole of 2025

by Andrea Biondi

14 January 2026

3' min read

Translated by AI

Versione italiana

3' min read

Translated by AI

Versione italiana

Prime Video ahead of Netflix. This is the picture taken by Justwatch of the streaming market shares in Italy in the fourth quarter of 2025: a head-to-head sprint in which Amazon's platform remains in the lead with 25%, while Netflix follows close behind (24%). Both, however, are down one point on the previous quarter: a sign that audiences have not stopped watching, but have started to distribute their attention again, as one does with chips when the table gets crowded.

That of Justwatch is, in the absence of official data that is not released by the platforms, a figure that aims to calculate shares 'based on users' interest' measured through activity on the platform: what ends up on watchlists, clicks on streaming offers, use of filters and final platform choice.

Behind the duel between the two frontrunners, Disney+ keeps pace and consolidates its podium position: 19%, stable, the third player that in Italy has earned the 'strong' position without the need for tears. Further down, in the middle zone where one plays for staying in the big boys' circle, Apple TV+ is worth 8%, Sky's Now 6%. Here comes the interesting crossroads: Infinity+ goes up and hooks Now at 6%, up one percentage point on the previous three months. Then Paramount+ at 5%, Discovery+ at 2%, MUBI at 1%. All this before the entry of Hbo Max, from 13 January live in Italy.

A fact to be observed with great care, however, lies in the annual trajectory: 2025 had started with Netflix 'clearly in front', and instead - quarter after quarter - Prime Video came closer until overtaking it in the third quarter, which was also confirmed in the last part of the year.

IL MERCATO

<i>Dati in percentuale</i>

And while the giants swap the wheel, the most conspicuous growths are those of those who seemed destined to remain 'second best'. Justwatch reports that Disney+ gains two points for the year (from 17% to 19%), but above all that Apple TV+ doubles: from 4% in Q1 to 8% in Q4. And Infinity+ makes a similar leap: from 3% to 6%. A simple idea: it is not enough to have titles, you have to become a habit.

An international look helps to understand whether Italy is an exception or a piece of the mosaic. In the main markets, Netflix and Prime Video continue to dominate the streaming landscape, alternating at the top: in the United States Netflix is at 20% and Prime Video at 19%; in the United Kingdom Netflix leads with 24% versus 23%; in Spain Netflix is at 23% and Prime Video at 18%; in France Netflix is at 24%, Prime Video at 22%. But there are countries where Amazon leads: Germany 26% versus 25%, Canada 23% versus 22%, Brazil 21% versus 20%, and in Japan Prime Video comes in at 30% ahead of Netflix's 28%.

In this scenario, Disney+ often remains the third force, with one exception that makes the headlines: in the UK it is even second, and Justwatch points out that it 'now stands alone in second place', one point away from the top. It is a reminder that the battle is not only one of quantity, but also of identity: recognisable catalogues, recognisable brands, recognisable families.

And then there is the variable that could change the next charts: Hbo Max, which has just entered new European countries such as Italy, Germany, Austria, Switzerland and Luxembourg. The Italian market, already saturated and competitive, is preparing for a new player with leading ambitions.

Andrea BiondiVicecaposervizio
Luogo: Milano
Lingue parlate: Italiano, Inglese, Francese
Argomenti: Finanza, Media, Telecomunicazioni, Economia dell'entertainment, Innovazione
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