Netflix is not the most viewed streaming platform in Italy: JustWatch data
The landscape of SVOD (Subscription Video on Demand) services in Italy wraps up the first quarter of 2026, confirming a trend towards saturation for the two dominant players. According to the latest findings from JustWatch, which aggregates user interest via clicks, watchlists, and the use of filters on its streaming guide, Amazon Prime Video remains the market leader with a share of 24%. However, the platform's lead is no longer so secure, as Netflix closely follows with 23%.
A significant technical detail is the decrease recorded by both giants: both Prime Video and Netflix have lost one percentage point compared to the last quarter of 2025. This slight erosion at the top, however, does not seem to affect the solidity of Disney+, which stabilizes at 19%, consolidating its third position in Italy. The Mouse House's platform increasingly appears as the true third pole of the market, capable of maintaining a steady base of interest despite the fierce competition from smaller services that are starting to nibble away at precious decimals.
Streaming Market in Italy: Prime Video and Netflix Take a Hit
The most interesting dynamics of the quarter, however, are observed in the mid-tier of the ranking. Apple TV+ maintains its share at 8%, demonstrating remarkable resilience for a service that focuses almost exclusively on the quality of original productions rather than on catalog volume. The real upward movement comes from NOW (Sky), which has increased its share from 6% to 7%, thus overtaking Infinity+. The Mediaset platform remains steady at 6%, confirming itself as the sixth national player and one of the few local operators capable of withstanding the impact of global competitors.
Completing the picture of the main services, we find Paramount+ stable at 5% and a growing Discovery+, which rises from 2% to 3% share. But the real news of the quarter is the official arrival of a new player in the sector: HBO Max made its debut in the Italian market on January 13th. In less than three months, the Warner Bros Discovery platform has already reached 1% of the total interest recorded by JustWatch.
Andrea Cuneo, Country Manager Italy of JustWatch, described this debut as a significant starting point that will lead to a very different landscape over the course of 2027. "This is still an initial figure, but it will help shape the scenario for 2027. It will be interesting to observe how HBO Max evolves in the coming quarters and what impact it will have on the viewing habits of Italian users. Certainly, its arrival and the other movements we are seeing in the market right now will lead us to face a much different landscape next year."
Analyzing the data on an international scale, it emerges that Italy is one of the most balanced markets. In the United States, for example, Netflix maintains a clearer lead (19%) compared to Prime Video (17%). Conversely, in Brazil, there is an inverted hierarchy, with Prime Video leading (21%) followed by Disney+ (19%) and Netflix only in third place at 18%. In Europe, the situation varies significantly from country to country. While in France Netflix still dominates with 24%, in the UK we witness a technical tie between Netflix and Disney+ at 23%. Germany also sees a tie at the top, with both Prime Video and Netflix at 24%. These data underscore how global leadership is a battle that hinges on each platform's ability to adapt to local tastes, with domestic players (like Canal+ in France at 8% or Movistar+ in Spain at 6%) continuing to play a fundamental disruptive role.