Prime Video leads Italian streaming market share in Q3 2026

According to the third quarter 2026 analysis by JustWatch, the Italian subscription video on demand (SVOD) market is experiencing significant shifts. Prime Video remains the market leader in Italy with a 23% share, closely followed by Netflix at 22%. Disney+ holds the third position with 17% of the market.

Despite their leading positions, both Prime Video and Netflix have seen a decline in market share compared to the previous year, each dropping by 3 percentage points. Meanwhile, Sky/NOW TV is noted for strong growth within the increasingly fragmented streaming landscape.