With each year comes the usual global streaming wars and showdowns. As of June 2025, Netflix reportedly holds the lead with about 280 million global subscribers, although Disney+ and Amazon Prime Video aren’t far behind. Netflix’s dominance stems from their international original content, as well as the use of AI in some parts of their production, which reportedly boosts viewer retention.
Disney+ also narrowed this gap with its expanded adult animation and sports docuseries catalog. Meanwhile, Amazon Prime, is leveraging live sports; particularly Formula 1 and Premier League rights to help boost their user engagement. New comers in the game, particularly Peacock Global (available mainly in the US), and TikTok Live Cinema, mainly on the TikTok app, are carving niche spaces by integrating interactivity.
One challenge in the midst of the streaming showdowns is subscription fatigue, with users canceling and rotating between platforms. A 2025 report shows that 62% of viewers prefer streaming platforms that offer hybrid ad-supported tiers.
To stay competitive, streaming services are focusing on personalization, local-language productions, and exclusive global rights. The entertainment war is no longer about who has the most shows, rather it is now about who best understands their audience.
