The last quarter data for 2023 and 2024 released by JustWatch clearly revealed the changes in the market shares of digital broadcasting platforms in Turkey. The data shows that some platforms showed growth in 2024, while others declined.
Although shrinking, blutv is still on top!
In the last quarter of 2023 (Q4 2023), blutv was the largest digital broadcasting platform in Turkey with a 38% market share. However, in the last quarter of 2024 (Q4 2024), blutv’s market share dropped to 35%. But it is still the platform with the most subscribers.
Netflix, on the other hand, increased its market share from 27% in 2023 to 29% in 2024. This increase revealed that the platform has expanded its user base in Turkey. Similarly, Prime Video and Disney+ were among the platforms that increased their subscriber numbers from 2023 to 2024. Prime Video’s market share increased from 19% to 20%, while Disney+ increased from 7% to 8%.
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MUBI maintained its stability by maintaining its 5% market share in both periods. However, the market share of smaller platforms in the ‘Other’ category fell from 4% to 3%. In this case, we can say that the market is shifting towards larger players.
In general, according to 2024 data, global platforms such as Netflix and Prime Video increased their user base in Turkey, while blutv’s loss in market share showed that local platforms may have difficulty competing with international competitors.
These data also show that interest in digital broadcasting platforms is increasing in Turkey, but market dynamics are constantly changing. While global brands such as Netflix and Disney+ continue to grow, local platforms may need to develop different strategies in this competition.
