Streaming in Italy: Netflix and Disney Plus stable despite the increases, Prime Video slightly growing

Advertising arrives on Netflix, then advertising arrives on Disney Plus too. Netflix then raises prices Also Disney Plus increases prices. Netflix combats abusive password sharing, then Disney Plus also combats it abusive password sharing (starting in June).

Yes, how on Italian Tech we have explained recently, the streaming giants all follow more or less the same strategy. And also Amazon she joined the group with Prime Video, but only recently. And this “recently” seems to have had some consequences on market shares, even in Italy.

Prime Video

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by Emanuele Capone

April 10, 2024

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With 3 platforms almost 80% of the market

According to data from JustWatcha popular app that allows you to easily know where you can see the film (or series) you would like to see, elaborated on the basis of the activity of its users in our country and referring to the first quarter of 2024, Netflix firmly holds first place , with a penetration of 30%, which is 6 times that of Paramount Plus and is essentially stable compared to the 2023 findings (That are these). Likewise, Disney Plus is still at 18% and third in the rankings.

As for Prime Video, not only firmly holds second place but also grew slightly, going from 27% to 28% of the Italian market: it is a small but significant change, especially in a sector where changes are rare. As the numbers demonstrate, the competition has little left to divide: compared to 2023, Tim Vision is the one that can be said to be most satisfied, thanks to a jump from 2% to 4%, while Now TV it showed a slight decline only in the month of March.

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Looking even further back, the comparison with 2022 (i data is here) shows how Disney Plus has been the best at growing and also further confirms the excessive power of the 3 largest players: two years ago, Amazon, Disney and Netflix they had 71% of the marketnow they are close to 80%.

@capoema