06 May Competition to retain customers is intensifying in the streaming market

Monitoring the Quality of Experience (QoE) of the Viewer is key in the ability of a Platform to deploy the best viewing experience of its content. This is reflected in the stiff competition to retain the Platform’s subscribers in the face of competitors’ offers.

During the first quarter of 2025, the streaming platform market in Spain has maintained a practically unchanged structure, with small variations that point to competition focused on consolidating audiences rather than altering the established order according to data published by JustWatch, a platform specialising in streaming guides globally.

Netflix continues to be the most used platform by Spanish users, with a 24% market share. Prime Video, in second place with 22%, experiences a slight percentage loss, although it remains Netflix’s main competitor in the national environment. This relationship of forces is also reproduced in other European countries such as France or the United Kingdom, where Netflix retains the first position, with a difference of two and three points, respectively.

In Germany and the United States, on the other hand, Prime Video retains a narrow lead. In Germany, it leads with 29% compared to 27% for Netflix, while in the United States, the difference is reduced to a single percentage point (21% compared to 20%).

In third position, Disney+ maintains a 15% market share in Spain. Although its growth has slowed, the platform is establishing itself as the main alternative for an audience interested in family content and global franchises.

Its position as the third operator is also replicated in other large European markets, such as Italy, France and Germany. In the United States, however, it is Max – the platform formerly known as HBO – that occupies this position (13% compared to 12%).

Apple TV+ stands out as the only platform that has recorded a significant increase in its market share during this quarter, going from 7% to 9%. This growth could be attributed to a combination of original productions and a policy of integration into Apple ecosystem devices. Despite still in fifth position, the platform seems to be progressively consolidating itself in a highly competitive market.

And what about local platforms?

Beyond the large global operators, local streaming services continue to play a role in theRelevant role, albeit with modest odds. Filmin, including its Filmin Plus variant,has fallen to 4%, two points less than in the previous quarter. Movistar+ it has also retreated slightly, standing at 3%. SkyShowtime keeps its quota unchanged (3%), while ATRESplayer breaks into the ranking for the first time with 2% (previously it was incorporated into the ‘other’ category).

In other European countries, the situation is similar. In France, Canal+ retains a prominent position with 11%, while in the United Kingdom, ITVX reaches 6%. In Italy and even in Germany, platforms such as Infinity+ or RTL+ show that national providers, although far from global dominance, are still relevant options for specific niches or audiences interested in local content. Data for the first quarter of 2025 confirm the maturity of the streaming in Spain, where the large international operators have strengthened their position, but where there are also small movements that could anticipate changes in the medium term.

The New Era of Video Quality

As we navigate the complex landscape of video streaming, one thing is clear: resolution is just one piece of the quality puzzle. The platforms that are thriving are those that have embraced a holistic approach to video quality, leveraging AI-driven insights to deliver consistently exceptional viewer experiences.

In this new era, the question isn’t just “How many pixels can we push?” but rather, “How can we ensure every frame delivers maximum impact?” For those ready to elevate their video quality beyond mere pixel counts, engaging automated AoE monitoring, the future of streaming is bright indeed.

In the fast-paced world of streaming and broadcasting, delivering exceptional Quality of Experience (QoE) is no longer optional. It’s a necessity for viewer retention and brand reputation. While human monitoring has been the traditional approach, it’s time to embrace the future: AI-driven automation.

The shift from human to AI-driven QoE monitoring isn’t just a trend, it’s the future of the industry. As content demands explode and viewer expectations skyrocket, platforms that leverage cutting-edge solutions like Video-MOS will lead the pack.