JustWatch has released the latest streaming market share report for the United Kingdom, analysing user activity and platform interest during the third quarter of 2025.
The following insights are based on aggregated behavior from over three million monthly UK JustWatch web and app users.
Key Takeaways
● Netflix and Prime Video remain in the lead with 24 per cent and 23 per cent 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 per cent, 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 per cent, up 1 pp since Q2, driven by high-performing originals and ongoing subscriber loyalty.
● Local players hold steady: ITVX (6 per cent) 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 per cent after separating from the “Other” category earlier this year.
SVOD Market Shares in Q3 2025
The top two leaders in streaming this quarter are:
● Amazon Prime Video – 23 per cent
● Netflix – 24 per cent
Market Development Overview
Prime Video (23 per cent) and Netflix (24 per cent)
● 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 per cent)
● 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 fuelled by sustained engagement around high-profile franchise releases and continued strength in family-oriented programming, JustWatch said.
● 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 per cent) & Channel 4 (2 per cent)
● Quarterly: Both stable
● Annual: ITVX stable; Channel 4 down 1 pp YoY
Apple TV+ (8 per cent)
● Quarterly: +1 pp on the back of new releases
● Annual: +1 pp YoY, continuing its steady climb.
NOW (4 per cent)
● Quarterly: –1 pp as competition intensifies in the mid-tier
● Annual: –1 pp YoY
Paramount+ (4 per cent)
● Quarterly: +1 pp
● Annual: n/a (broken out this year; previously part of “Other”).
Other (5 per cent)
● Quarterly: +1 pp
● Annual: +1 pp YoY, reflecting continued fragmentation
Insights are derived from the streaming activity of more than 3 million UK JustWatch users. Find out more, here
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.
For more streaming news, click here
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