Streaming in Italy: Prime Video catches up with Netflix, Disney+ grows

In the second quarter of 2025, the streaming landscape in Italy will see a significant shift at the top: Prime Video will overtake Netflix in first place, both with a 27% market share. This is according to data from JustWatch, the international platform that analyzes user preferences for streaming movies and TV series. User interest is measured by taking into account the movies and TV series people add to their Watchlist, clicks on streaming offers on pages, the use of filters to select different streaming platforms, and whether they choose one of them.

The ranking

Netflix's long-unchallenged leadership now appears less solid. The platform lost one percentage point compared to the previous quarter, falling from 28% to 27%, allowing Prime Video to catch up. This breakeven reflects a global trend, but in Italy it takes on a unique connotation, signaling a gradual rebalancing between the two giants.

Disney+ consolidates its third position, gaining one percentage point to 18%. While still far from the top two, the platform is showing steady growth, supported by the launch of new original content, including localized products for various European markets.

Apple TV+ grew 2% to 6%, tied with Now TV, which held steady compared to the first quarter. Infinity+ also grew, from 3% to 5%, while Paramount+ remained steady at 4%. Discovery+ held steady at 2%, and MUBI rounded out the list with 1%, down slightly.

A market on the move

A comparison with other European markets shows how Netflix and Prime Video are vying for leadership, but with differing outcomes. In the United Kingdom, Netflix remains ahead by two points (26% versus 24%), while in Germany, the opposite is true: Prime Video leads with 28% versus Netflix's 25%.

In France, as in Italy, the two platforms are now tied for first place (25% each), while in Spain, Netflix maintains a three-point lead. Across the pond, in the United States, Prime Video holds a slight lead (21% versus 20%).

An interesting finding concerns Disney+, which is significantly closing in on its two main competitors in key markets. In the United Kingdom, the gap has narrowed to just 2 percentage points (from 5 in the previous quarter). Similar results are seen in France (5%) and Spain (4%), a sign that the strategy of expanding its library and offering local content is working.

Despite the dominance of major global platforms, some local platforms are managing to carve out significant niches. In France, Canal+ ranks fourth with 10%, despite losing one point. In Spain, Filmin and Movistar+ gain one point (5% and 4%) respectively. In Italy, Infinity+ also stands out among the smaller platforms with 5%, similar to RTL+ in Germany.

Finally, in the United States, Disney+ surpasses Max (formerly HBO), becoming the third-largest platform by market share: 14% versus 12%. The real challenge for all platforms now remains to retain users: between catalog rotation, subscription price increases, and the growing fragmentation of content, the second half of 2025 could bring further surprises.