According to data from JustWatch, Prime Video secured a 21 percent market share in the first quarter of 2025, narrowly edging out Netflix, which held a 20 percent share during this period. Find out more about top streaming platforms in 2025 below.

This development underscores the intensifying competition within the streaming industry.​

SVOD Market Share Breakdown in Q1 2025:

• Amazon Prime Video: 21 percent​
• Netflix: 20 percent​
• Max (formerly HBO Max): 13 percent
• Disney+: 12 percent​
• Hulu: 10 percent​

Other Platforms (including Apple TV+, Paramount+, Peacock, Starz) collectively accounted for the remaining market share.​

Several factors have contributed to Amazon Prime Video’s ascent over Netflix:​

Bundled Services: Amazon Prime Video is included with the Amazon Prime membership, which offers benefits such as free shipping on Amazon purchases, exclusive deals, and access to other digital services like Amazon Music. This comprehensive package enhances the overall value proposition, attracting a broader subscriber base.​

Diverse Content Library: Prime Video has invested heavily in expanding its content offerings, including original series like “The Marvelous Mrs. Maisel” and “The Boys,” as well as securing rights to live sports events. This diverse content strategy appeals to a wide range of viewer preferences.​

Competitive Pricing: The inclusion of Prime Video within the broader Amazon Prime membership offers a cost-effective solution for consumers, providing multiple services under a single subscription fee.​

Global Reach and Localization: Amazon’s extensive global infrastructure allows Prime Video to offer localized content and user experiences in various regions, enhancing its appeal to international audiences.​

While Netflix continues to be a dominant player with a strong content portfolio and a substantial subscriber base, Prime Video’s integrated service model and diversified content offerings have enabled it to gain a competitive edge in the U.S. market.​

Both Prime Video and Netflix are likely to continue investing in content creation, technological enhancements, and strategic partnerships to attract and retain subscribers. As consumer preferences shift and new competitors emerge, the landscape of the SVOD market will remain highly competitive.

Final thoughts about top streaming platforms in 2025

Amazon Prime Video’s narrow lead over Netflix in Q1 2025 marks a strategic shift in the streaming wars—from content dominance to bundled value. Prime Video’s edge lies in its integration within the broader Amazon ecosystem, offering users not just entertainment but a full-service experience. This signals a growing preference for platforms that deliver more than just shows—they offer convenience, utility, and lifestyle integration. For Netflix and others to stay competitive, they must look beyond content and innovate across service models. The future of streaming belongs to those who can embed themselves into consumers’ daily lives.