New data from consulting firm JustWatch, corresponding to the first quarter of 2026, shows an increasingly competitive landscape, in which Netflix and Prime Video continue to alternate in the lead, but with Disney+ getting closer and already established as one of the three major players in the sector.
A leader in most international markets, Netflix is facing growing competition from other streaming giants such as Prime Video and Disney+, which have consolidated their positions among the top three spots in several territories, even stealing the lead from Ted Sarandos’ platform on more than one occasion.
According to JustWatch‘s data, corresponding to the first quarter of 2026, the OTT universe is facing an increasingly competitive landscape among the three giants. In the United States, Netflix maintains its leading position with 19%, followed by Prime Video with 17% and Disney+ with 15%.
In the United Kingdom, Netflix and Disney+ share the lead with 23%, while Prime Video sits at 21%. In France, Netflix confirms its lead with 24%, ahead of Prime Video with 21%, followed closely by Disney+ with 20%. The situation is more balanced in Germany, where Prime Video and Netflix are tied for first place with 24%, while Disney+ reaches 18%.
In Italy, Prime Video leads with 24%, followed by Netflix with 23% and Disney+ with 19%, reflecting a particularly competitive market. And in Spain, Netflix maintains its leading position, although with a smaller advantage than before (21% versus Prime Video’s 18%), while Disney+ is just one point behind with 17%.
Finally, in Brazil, Prime Video dominates with 21%, but the second largest player is Disney+ with 19%, surpassing Netflix, which sits at 18%.
Local Platforms Close Behind International Giants
It’s no surprise that major international platforms, backed by their resources and global productions, continue to lead most markets. However, this doesn’t prevent some local operators from maintaining solid and competitive market shares, as shown by JustWatch data updated to the first quarter of 2026.
In the UK, ITVX confirms its position as the fifth largest player with 8%, gaining one percentage point compared to the previous quarter and strengthening its position. In Germany, RTL+ remains stable at 5% and occupies seventh place in the country. In Italy, Infinity+ holds sixth place with 6%, an unchanged but significant share in the national context.
In Spain, Movistar+ has risen to sixth place with 6%, recovering two percentage points compared to the fourth quarter of the previous year, while Filmin has climbed to seventh place with 4%.
In France, Canal+ has returned to fifth place with 8%, regaining the point lost in the fourth quarter of 2025 compared to the previous three months, and solidifying its position as one of the most relevant examples of resilience among local operators in a market dominated by major international platforms.
