JustWatch: Prime Video and Netflix lead Italy streaming as NOW TV grows

Prime Video and Netflix are losing their grip on Italy’s streaming households, even as they cling to the top two spots in the subscription video-on-demand market during the third quarter of 2026.

Prime Video and Netflix See Identical Year-Over-Year Losses

Netflix trails closely at 22 percent, maintaining a tight race.

Despite holding the top two positions, both platforms experienced identical year-over-year losses. Prime Video dropped from 26 percent in the third quarter of 2025 to 23 percent. Netflix fell from 25 percent to 22 percent.

Earlier statistical measurements covering the end of 2025 placed Prime Video at 25 percent and Netflix at 24 percent.

Audience Migration Fuels Competitors

Viewers are redistributing their viewing habits across a broader array of services rather than abandoning digital entertainment entirely. NOW TV / Sky Go emerged as the primary beneficiary of this migration.

Its market share climbed from 6 percent to 9 percent over the course of a single year.

Disney+ Slips Amid Subscriber Friction

Disney+ holds the third position with 17 percent of the market, though it recorded a drop from 19 percent the previous year.

Apple TV+ captures 7 percent of the market, followed by Paramount+ at 6 percent and Infinity+ at 5 percent. HBO Max takes 4 percent, while TIMVision and discovery+ sit at 2 percent each.

Measuring the Fragmented Italian Market

The metrics provided by JustWatch reflect active user engagement—such as offer clicks, watchlist additions, and content views among 2.2 million monthly Italian users. These figures track active interest rather than direct subscriber headcounts, which companies keep private.

This dynamic highlights an increasingly fragmented industry where maintaining subscriptions to every available service has become financially and practically unmanageable for the average household, building on earlier statistical measurements from the end of 2025 that placed Prime Video at 25 percent and Netflix at 24 percent.

Netflix and Prime Video Lead in Global Markets

While local dynamics shift in Italy, international figures show Netflix maintaining the primary position in the United States at 20 percent, the United Kingdom at 24 percent, France at 24 percent, and Mexico at 20 percent. Prime Video holds dominance in Germany at 26 percent, Canada at 23 percent, Brazil at 21 percent, and Japan at 30 percent, where it leads its rival by two percentage points. Meanwhile, HBO Max has recently launched in key markets including Italy, Germany, Austria, and Switzerland.