JustWatch is releasing the latest streaming market share report for the United Kingdom, analyzing user activity and platform interest during the third quarter of 2025. The following insights are based on aggregated behavior from over 3 million monthly UK JustWatch web and app users.
Key Takeaways
● Netflix and Prime Video remain in the lead with 24% and 23% market share respectively, though both continue to decline slightly (–1 pp quarterly, –3 pp year over year) as the UK market matures and competition increases.
● Disney+ climbs into joint second place with 23%, matching Prime Video for the first time. This 2 pp quarterly gain marks Disney+’s strongest performance in over a year.
● Apple TV+ expands its reach to 9%, up 1 pp since Q2, driven by high-performing originals and ongoing subscriber loyalty.
● Local players hold steady: ITVX (6%) remains stable, continuing to benefit from strong free content and regional programming.
● Now TV and Channel 4 dip slightly, each down about 1 pp year over year, while Paramount+ reemerges with 4% after separating from the “Other” category earlier this year.
Market Development Snapshot
Platform
(Q3 2025 Share)
Quarterly Development (Q2 → Q3 2025)
Annual Development (Q3 2024 → Q3 2025)
Prime Video (23%) –1 pp –3 pp Netflix (24%) –1 pp –3 pp Disney+ (10%) +2 +2
ITVX (6%) Stable Stable Now TV (4%) -1 pp -1 pp Apple TV+ (9%) +1 pp +1 pp Paramount+ (4%) +1 pp N/A*
Channel 4 (2%) Stable -1 pp
Others (5%) +1 pp +2 pp
*Paramount+ is broken out in 2025; in Q4-2024 it was counted within “Other,” so a clean YoY delta isn’t comparable.
SVOD Market Shares in Q3 2025
The top two leaders in streaming this quarter are:
● Amazon Prime Video – 23%
● Netflix – 24%
Market Development Overview
Prime Video (23%) and Netflix (24%)
● Quarterly (Q2→Q3): Netflix and Prime Video both eased by ~1 pp, while Disney+ added ~2 pp as its momentum continued into late summer.
● Annual (Q4’24→Q3’25): Netflix and Prime Video are each down 3 pp YoY as the market matures; Disney+ is up 2 pp and now ties Prime Video for second.
Disney+ (23%)
● Quarterly development (Q2 → Q3 2025): Disney+ gained +2 percentage points, marking its strongest quarter of 2025 and overtaking Apple TV+ to tie Prime Video for second place. Growth was fueled by sustained engagement around high-profile franchise releases and continued strength in family-oriented programming.
● Annual development (Q4 2024 → Q3 2025): Up +2 percentage points year over year, Disney+ has steadily expanded its UK audience share since late 2024, reversing the stagnation seen earlier in the year and reinforcing its position as the most dynamic of the top-tier services.
ITVX (6%) & Channel 4 (2%)
● Quarterly: Both stable
● Annual: ITVX stable; Channel 4 down 1 pp YoY
Apple TV+ (8%)
● Quarterly: +1 pp on the back of new releases
● Annual: +1 pp YoY, continuing its steady climb.
NOW (4%)
● Quarterly: –1 pp as competition intensifies in the mid-tier
● Annual: –1 pp YoY
Paramount+ (4%)
● Quarterly: +1 pp ● Annual: n/a (broken out this year; previously part of “Other”).
● Annual: n/a (broken out this year; previously part of “Other”).
Other (5%)
● Quarterly: +1 pp
● Annual: +1 pp YoY, reflecting continued fragmentation
Sourcing this report
Insights are derived from the streaming activity of more than 3 million UK JustWatch users. When referencing this data, please credit JustWatch and link to: https://www.justwatch.com/uk/streaming-charts
Methodology
JustWatch’s Market Shares are calculated based on user engagement on our website, TV, and mobile apps. User interest in the United States is measured by adding movies or TV shows to their watchlist, clicking out to a streaming service or filtering multiple streaming services and marking titles as “seen”.
Note: Figures have been rounded to the nearest whole percentage point. Platforms with fluctuations smaller than ±0.5 pp are classified as stable or unchanged.
About JustWatch
JustWatch is the world’s largest streaming guide with more than 60 million monthly users across 140 countries in one place movies, TV series, and sporting events from hundreds of streaming platforms worldwide including Amazon Prime Video, Netflix, Disney Plus, Apple TV+, ITVX, and many others, making it easy to find out where you can legally stream them.
JustWatch is headquartered in Berlin, Germany, with offices in New York, Los Angeles, Paris, Munich, and London. It employs more than 200 people.
