Does Amazon Prime Video overtake Netflix in Italy?

7 August 20213 years ago babelfish

What was the most used video streaming platform by Italians in the second quarter between Netflix, Prime Video, Disney Plus, Infinity and Now Tv. All the details in the Justwatch infographics

Netflix is Italy's favorite video streaming service… for now.

In the second quarter of the year, the battle for the top spot is a head-to-head battle between Amazon's Prime Video and Netflix (ahead only thanks to 1%). Disney + has secured its position as the third player in Italy and has already conquered a market share equal to half that of Netflix. NowTV and TimVision both take 6% with a 9% margin on Disney +.

All the details and infographics of JustWatch, the search engine for video streaming.

THE RANKING OF VIDEO STREAMING PLATFORMS IN THE SECOND QUARTER 2021

According to Just Watch's analysis, Netflix captured 29% market share from April 1st to June 30th 2021. Only one percentage point compared to Prime Video which remains at 28%.

The Los Gatos platform and the Amazon service occupy almost 60% of the market, knocking out their competitors. The growth of the young Disney + continues, reaching 15% in the second quarter, while Timvision and Now are at 6%. Infinity follows – today Mediaset Play Infinity – with 4%.

First place for Netflix then, but it has actually been losing ground in recent months.

NETFLIX LOSS GROUND COMPARED TO THE FIRST HALF

As evidenced by Justwastch's infographics, if Amazon's streaming service already held a 28% share in the first quarter of the year, Netflix had captured 30% market share between January and March 2021.

In the first quarter, Disney + had gained 13% in the sector, thus gaining 2% in the second quarter.

DISNEY PLUS HAD REACHED THIRD PLACE ALREADY IN 2020

Finally, a look at the end of last year. Disney + ended 2020 already as the third largest streaming service, surpassing Timvision, NowTV and Infinity in its first year of operation ( Mickey's company service – launched in the US in November 2019 – is available in Italy from 24 March 2020) . It captured a market share almost half the size of Prime Video at the time and also currently in second place.

Interestingly, the Prime and “Other” streaming services had the biggest impact when Disney + launched in February, while Netflix only dropped a small margin.

THE PODIUM INTACT

Today the top three streaming services in Italy represent 72% of the market (71% as of December 31, 2020). But unlike last year, Netflix remains the market leader on Prime Video by a 1% margin (down from 2% in 2020), while Disney + solidified its place in third place after the first year.

This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/innovazione/amazon-prime-video-sorpassa-netflix-in-italia/ on Sat, 07 Aug 2021 05:24:58 +0000.