Leading video streaming services Netflix and Amazon Prime Video have each experienced a 1% drop in their market share quarter-over-quarter (QoQ). Despite retaining their leading positions in the Q3 2025 analysis, this shift signals increasing competition from emerging streaming platforms.
A recent study by JustWatch, a global streaming search engine, highlighted by Technext, reveals that Netflix and Prime Video are encountering intensified rivalry from services like Disney+, HBO Max, and Hulu within the subscription video on demand (SVOD) sector.
These competitors are steadily narrowing the gap with the long-established frontrunners in the U.S. market, which boasts around 20 million active monthly users.
Beyond the quarterly decline, both Netflix and Prime Video have also seen a 2% decrease in market share year-over-year (YoY) during Q3 2025. This trend reflects a broader shift as other streaming platforms gain traction across North America, particularly in the United States and Canada.
Nevertheless, Netflix and Prime Video continue to dominate the U.S. streaming landscape. Prime Video leads with a 20% market share, while Netflix holds a close second at 19%.
This evolving dynamic could foster healthier competition in the market. After years of near-monopoly, the U.S. streaming environment is becoming more diverse. Disney+, for example, has emerged as a formidable challenger, increasing its share by 2% YoY to reach 14%.
Similarly, HBO Max commands 13% of the market, growing by 1% QoQ, and Hulu follows with an 11% share, up 1% YoY.
Here is the current ranking of streaming platforms by market share:
- Prime Video – 20%
- Netflix – 19%
- Disney+ – 14%
- HBO Max – 13%
- Hulu – 11%
- Apple TV – 8%
- Paramount – 6%
- Peacock Premium – 2%
- Starz – 1%
- Others – 6%
JustWatch calculates these figures based on user engagement across its platforms, including website visits, TV interfaces, and mobile applications. The company serves 40 million monthly users spanning 140 countries.
“In the U.S., user interest is gauged by actions such as adding movies or TV shows to watchlists, clicking through to streaming services, or filtering and marking titles as ‘watched,'” the report explains.
Also Read: Netflix shares fall as U.S. subscribers cancel amid controversy over transgender-themed film.
Netflix Navigates a Challenging Landscape
The streaming powerhouse is confronting mounting pressures on multiple fronts.
In Africa, Netflix’s subscriber base has declined following several price hikes. For example, in Nigeria, the premium monthly plan increased by 21.4% in June, while South African users faced a 13% to 20% rise in April.
Moreover, the surge in popularity of short-form video platforms like YouTube Shorts, Instagram Reels, Facebook Reels, and TikTok is diverting viewer attention away from traditional streaming services. Netflix’s decision to stop reporting subscriber counts was interpreted by analysts as a response to slowing subscriber growth, despite ending 2024 with 302 million subscribers worldwide.
In the U.S., Netflix’s challenges have intensified recently.
This month, the company’s stock price plunged 31%, trading near $1,167 per share, following public backlash and a boycott campaign fueled by Elon Musk’s support. The controversy centered on a Netflix film featuring a transgender protagonist, which sparked debates over its appropriateness for younger audiences and led some viewers to cancel their subscriptions.
Despite these hurdles, Netflix is poised to rebound by diversifying its content offerings. The company plans to bid for the rights to stream the UEFA Champions League, signaling a strategic push into live sports broadcasting.
Netflix’s foray into live events is not unprecedented. The platform previously streamed an NFL game on Christmas Day, attracted significant viewership for the Mike Tyson vs. Jake Paul fight, and secured exclusive rights to the 2027 and 2031 Women’s World Cups.
0 Comments