Netflix still leads Philippines market, but Prime Video closes in

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December 7, 2025 | 12:00am

MANILA, Philippines — Streaming giant Netflix remains the go-to channel for Filipinos in terms of digital content, but Prime Video is starting to catch up in terms of market share, according to a report by streaming guide JustWatch.

Based on its end-September report, JustWatch said that Netflix still holds the largest share in the video-on-demand market, accounting for 29 percent of the local market.

However, Prime Video is starting to keep up with Netflix, growing its market share to 22 percent, after beginning the year below the 20-percent level.

HBO Max came in third with 13 percent, while Hayu secured fourth place with nine percent. Disney Plus cornered eight percent of the market, followed by Apple TV (six percent), Viu (five percent) and Mubi (two percent).

The Philippines is expected to become one of the largest Asian markets for streaming. A forecast done by Media Meter showed that the country’s streaming market is projected to reach as high as $421 million by 2026.

When compared, this represents a 49-percent increase from 2024’s $283 million, driven by the rising adoption of 5G phones, which are most compatible for loading and viewing high-quality videos.

Netflix is the most dominant platform in the Philippines due to its extensive catalogue of over 5,900 titles and flexible monthly subscription rates.

Monthly Netflix subscription rates in the country range from as low as P149 for mobile use to as much as P619 for premium coverage, including the 12-percent value-added tax.

Netflix is also outperforming its rivals in terms of average streaming duration, with Filipinos watching on the platform by 32 minutes per session.

Netflix is also aggressive in promoting its bundles by attaching them to broadband packages offered by providers like Converge ICT Solutions Inc. and Globe Telecom Inc.

However, Prime Video is starting to figure out Filipino consumers, approaching them in a different way compared to how Netflix approaches them. As the video-on-demand unit of e-commerce giant Amazon, Prime Video offers its services as a value-added feature to its parent’s services.

Still, Media Meter noted that there are challenges to streaming growth in the Philippines, including the high cost of data packages, which average P299 per 10 GB.

JustWatch is a streaming guide that provides consumers with an all-in-one curation of content on video-on-demand platforms, offering details on costs, genres, ratings and releases.