Netflix continues to dominate the digital streaming world, boasting a significant portion of the most-watched content. However, recent data suggests that the platform’s dominance in the industry is now being challenged. According to Nielsen data, while Netflix accounted for approximately 80 percent of the top 10 titles in 2021, this share has now fallen to 50 percent.
Netflix May Lose Its Market Dominance
Information reported by Bloomberg reveals a significant increase in competition in the digital streaming market. While Netflix has long competed against a few major competitors like Amazon Prime Video and Disney+, it is now competing alongside seven to eight other platforms capable of producing original content. The competition is now driven not only by quantity but also by quality.
By 2025, four of the top 10 most-watched titles are from Netflix. “Squid Game” tops the list, followed by “The Night Agent” in third place, “Ginny & Georgia” in fourth place, and “You” in ninth place. Paramount Plus was the only platform other than Netflix to make the list with more than one title. “1923” ranked sixth, and “Landman” ranked tenth.
Other platforms include Amazon, Apple TV+, Max, and Hulu, each with one series. Max’s blockbuster series, such as “The Last of Us” and “White Lotus,” were not included in Nielsen data because they air on HBO’s linear channel. Peacock and Disney Plus, however, did not include any content on the list. The exclusion of Disney’s highly anticipated series “Andor” was particularly noteworthy.
Two key factors contribute to Netflix’s ability to maintain its top spot. The first is its large global user base. The second is its long-standing investment in high-budget original content.
However, the industry’s shift isn’t limited to subscription-based platforms. Free services like YouTube and Roku are also closing the gap with major platforms in terms of viewing time.
Data shows that Netflix maintains its leadership in digital streaming, but that position is no longer as unshakeable as it once was. Developments suggest that competition will intensify in 2026.
