The UK’s streaming video-on-demand (SVOD) landscape remained as competitive as ever in Q2 2025, with shifting viewer preferences, rising mid-tier players, and one notable frontrunner redefining the race. According to new data from JustWatch, Netflix retained its top spot with a 26% market share, but it’s Disney+ that’s stealing headlines.
Netflix Holds the Crown, But Disney+ Is Gaining Fast
Netflix, long the dominant force in the UK streaming space, held firm at 26% this quarter, despite a slight dip of one percentage point. Close behind, Prime Video maintained a steady 24%, effectively keeping pace with the market leader.
However, Disney+ emerged as the quarter’s biggest mover, climbing two percentage points to 22%: its highest-ever share in the UK. That surge not only tightened the gap between the top three platforms but also signalled a potential shakeup in the near future.
“The UK SVOD market is entering a more dynamic and competitive phase,” notes the report, “driven by content variety and evolving viewer behaviour.” With Disney+ gaining both quarter-over-quarter (+2%) and year-over-year (+1%) traction, the platform is quickly positioning itself as a serious contender for the top spot.
Mid-Tier Platforms Find Their Footing
While the battle at the top intensifies, mid-tier services are carving out stable niches of their own. Apple TV+ rose to 8% market share, gaining one percentage point since Q1, while ITVX held steady at 6%. Both platforms appear to be benefiting from targeted content strategies and loyal viewership bases.
In contrast, traditional players like NOW and Paramount+ saw declines of one percentage point each, dropping to 4% and 3% respectively. Channel 4’s 4+ gained slightly, matching its previous high of 2% recorded back in 2023.
Fragmentation and Niche Growth
The long tail of the streaming market, composed of smaller platforms and new entrants, accounts for the remaining 5% of UK viewership. This fragmentation hints at broader trends: audiences are increasingly diversifying their subscriptions, and interest in niche and alternative content sources continues to grow.
Year-over-year data further supports this trend. While Disney+ was the only major platform to register growth (+1%), both Netflix and Prime Video declined slightly (–1% each). Meanwhile, platforms like Apple TV+, ITVX, and 4+ held their ground, suggesting viewer loyalty amid rising competition.
A Three-Way Race in the Making
For years, Netflix has enjoyed a relatively secure lead in the UK streaming market. But the latest figures point to a growing three-way rivalry. As Disney+ closes in and Prime Video remains a consistent performer, the SVOD ecosystem is poised for further disruption.
Key Takeaways:
- Netflix remains the market leader at 26%, though its lead is narrowing.
- Disney+ had the strongest quarter, with notable QoQ and YoY gains.
- Prime Video held steady in second place, maintaining 24%.
- Apple TV+ and ITVX are solidifying mid-tier positions.
- NOW, Paramount+, and 4+ trail behind, amid signs of growing fragmentation.
The Bottom Line
As Q2 2025 wraps, the UK streaming scene is defined less by dominance and more by dynamism. With Disney+ on a growth trajectory and mid-tier players adapting to changing viewer habits, the market is evolving rapidly. For streamers and subscribers alike, one thing is clear: the race is far from over.
For more insights and global comparisons, check out full Streaming Charts, covering trends across the United States and other key markets.
