Industry

Italy’s streaming ecosystem continues to evolve rapidly, and the latest quarterly figures confirm an increasingly competitive arena. According to new data released by JustWatch, the world’s largest streaming guide, Prime Video has secured the leading position in Italy’s streaming market in the third quarter of 2025, edging past long-time rival Netflix and reshaping the hierarchy of SVOD consumption in the country

Prime Video now holds a 26 percent share of the Italian streaming market, despite losing one percentage point compared to the previous quarter. Netflix, meanwhile, drops to 25 percent, down two points, marking a notable shift in consumer preferences that ends the tie observed in Q2 2025
The result positions Italy among those key territories—such as Germany—where Amazon’s streamer has managed to pull ahead of its closest competitor.
Disney+ consolidates its role as Italy’s third most popular platform, climbing to 19 percent of market share. The service continues its upward trajectory and narrows the gap with the top two players, confirming sustained momentum both in Italy and across other major markets including Spain, France, Germany, and the United Kingdom
Its steady performance is largely driven by a combination of global IP, expanding local production, and a content strategy designed to appeal to young and family audiences.

The most significant growth, however, comes from Apple TV+. With a two-point surge, reaching 8 percent market share, the platform surpasses NOW (stable at 6 percent) and continues to gain traction thanks to premium scripted originals, aggressive brand positioning, and a focus on quality over quantity
This quarter’s jump represents the most substantial increase among all SVOD operators in Italy.
Paramount+ gains one point to reach 5 percent, now on par with Infinity+. Further down the chart, discovery+ remains at 2 percent while arthouse-centric MUBI maintains a niche but stable 1 percent share
Although these platforms operate behind the global giants, their consistency demonstrates how curated offerings and specialized positioning still appeal to specific user segments.

Italy’s market trends mirror broader shifts across Europe and North America. In territories including the UK, France, Australia, and Spain, Netflix continues to lead, though with varying degrees of dominance. Conversely, Prime Video maintains an upper hand in Germany, Canada, Brazil, the United States, and—now officially—in Italy. Disney+ remains the third force across most major Western markets, and in the UK it has even caught up with Prime Video at 23 percent, signaling a rising challenge to the traditional duopoly

These results highlight a strategic inflection point. The Italian market is no longer characterized by a clear two-player race. Instead, it has become a diversified competitive landscape where platform identity, original content pipelines, pricing policies, and bundled services play increasingly decisive roles. Prime Video’s leadership reflects user perception of value, while Netflix’s dip signals the constraints of subscription saturation and content fatigue.
Apple TV+ and Paramount+ are emerging as credible challengers, pushing the market toward segmentation rather than consolidation. Meanwhile, niche players demonstrate that highly curated offerings can thrive alongside mass-market platforms.