Streaming in the Philippines: Netflix Still Leads, But Prime Video Is Closing In in Q1 2025 Data

For years, Netflix has reigned supreme in the Philippine streaming landscape. However, new data for Q1 2025 reveals that its dominance may no longer be as unshakable as once believed. According to market insights from JustWatch.com, Netflix holds a 28% share of the Philippine market—still the largest, but now under increasing pressure from growing competitors.

What’s most striking is the rapid rise of Prime Video, which now holds 19% of the market, placing it firmly in second place and narrowing the gap significantly. Max comes in third with 11%, while Disney+, somewhat surprisingly, holds just 6% of market share.

A Shifting Landscape in Q1 2025

Across the first three months of 2025, Netflix has seen a gradual month-on-month decline, while Prime Video has steadily gained traction. Western platforms like Max and Disney+ have also shown slight upward trends, whereas Asian-based platforms like Viu and Hayu have been losing ground.

This shift may stem from multiple factors such as more aggressive content drops, wider content variety, competitive pricing, and strategic bundling with mobile providers or smart TVs. In particular, Prime Video's rise suggests that its value-driven model is resonating with more Filipino consumers.

Disney+, while trailing behind in market share, has also launched a notable month-long promo offering significant price cuts indicating a stronger push for growth in 2025.

More Choices, Better Value

For Filipino viewers, the increasing competition is good news. More platforms vying for attention means better pricing and possibly richer libraries.

Netflix remains the market leader for now, but with Prime Video closing in and Max steadily expanding, the Philippine streaming environment is changing. As Q2 begins, all eyes will be on how the recently implemented 12% VAT on digital services will affect platform pricing and consumer behavior.