Prime Video Leads India Streaming with 25% Share in Q4 2025

JustWatch released its Q4 2025 report showing Prime Video claiming undisputed leadership in India’s streaming market with 25% share, fueled by the strongest quarterly growth of +2 percentage points. The analysis from nearly 16 million active Indian users reveals Apple TV+ as the year’s strongest performer, posting impressive +6 percentage point annual gains to reach 17% market share, while Jio-Hotstar secured second place at 21% and Netflix trailed third at 18%.

Quarterly Shifts Reshape Top Four Platform Rankings

Prime Video solidified its top position with +2 pp quarterly growth from Q3 to Q4 2025, despite experiencing -3 pp annual decline from Q4 2024. Jio-Hotstar declined -2 pp quarterly but maintains second position at 21%, with year-over-year comparisons unavailable due to the JioCinema and Disney+ Hotstar merger completing February 14, 2025.

Apple TV+ Posts Massive 6 Percentage Point Annual Surge

Apple TV+’s +6 pp annual growth represents the market’s strongest year-over-year performance, demonstrating successful content strategy and user acquisition. The platform gained +2 pp quarterly alongside Prime Video, narrowing the gap behind third-place Netflix’s 18% share. Apple TV+’s 17% market share positions it as a formidable competitor challenging traditional streaming leaders.

Netflix experienced -1 pp quarterly decline but maintained +2 pp annual growth year-over-year, holding third position despite pressure from Apple TV+’s aggressive expansion. Zee5 declined -1 pp quarterly and -2 pp annually to 9%, while SonyLiv remained stable quarterly with +2 pp annual gains reaching 5% share.

Other platforms collectively remained stable quarterly but posted +3 pp annual growth, indicating diverse streaming preferences among Indian audiences exploring beyond major players. JustWatch measures market shares through user engagement including adding movies/TV shows to watchlists, clicking streaming service offers, filtering multiple services, and marking titles “seen” across website, TV, and mobile apps.

The data derives from nearly 16 million Indian JustWatch users’ streaming activity between January 1-December 31, 2025, representing comprehensive insights into online viewing habits. JustWatch serves as the world’s largest streaming guide with more than 60 million monthly users across 140 countries, aggregating movies, TV series, and sporting events from hundreds of platforms including Amazon Prime Video, Netflix, Disney Plus, Apple TV+, and Hulu.

Prime Video’s leadership reflects Amazon’s integrated ecosystem advantages, with Prime membership benefits driving streaming adoption. Jio-Hotstar’s strong second-place finish demonstrates the merged entity’s content library strength combining JioCinema’s regional offerings with Disney+ Hotstar’s premium international and sports content.

Apple TV+’s remarkable annual growth suggests premium content investments featuring acclaimed series and films are resonating with Indian audiences willing to pay for quality over quantity. The platform’s focused curation strategy contrasts with competitors’ massive content libraries, proving targeted excellence can compete against volume-based approaches.

Explore JustWatch India and discover more streaming industry insights shaping India’s entertainment consumption.

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