Global streaming market share shifts

Reports from JustWatch regarding second-quarter 2026 data indicate shifting consumer engagement across various international video-on-demand markets.

In Switzerland, Netflix holds a 22% market share but has experienced a 4 percentage point year-over-year decline. Disney+ follows at 20%, while Amazon Prime Video and Apple TV hold 17% and 13% respectively. In Germany, Netflix and Amazon Prime Video are competing closely, each holding approximately 24% of the market, while HBO Max continues to expand its presence.

In Brazil, Amazon Prime Video leads with 21% engagement, despite a 1% annual decline. Disney+ has become the fastest-growing major platform, rising to second place with 19% engagement—a three-percentage-point increase compared to 2025. This growth has resulted in Netflix falling to third place with 18% engagement, marking a three-percentage-point drop and the largest annual decline among the top platforms. Other notable Brazilian rankings include HBO Max in fourth with 11%, Apple TV+ in fifth with 9%, and Globoplay in sixth with 8%.

The JustWatch study measures consumer engagement through interactions such as searches, clicks on offers, and adding titles to lists, rather than total subscriber counts.