Canada’s Streaming Crown Is a Three-Way Knife Fight
JustWatch released its Q4 2025 Canadian streaming market share report based on user engagement signals (e.g., watchlist additions, click-throughs, and service filtering) across its apps and website. The report indicates Netflix leading in Canada at 23% market share, followed by Prime Video at 21% and Disney+ at 20%, with Paramount+ at 8%, Apple TV at 7%, Hayu at 3%, and other services at 4%. It also notes quarter-over-quarter and year-over-year changes, including Prime Video declining while Disney+ and Apple TV increased by 1 percentage point year over year.
Key Takeaways
- JustWatch Q4 2025 Canada shares: Netflix 23%, Prime Video 21%, Disney+ 20%
- Long tail remains smaller: Paramount+ 8%, Apple TV 7%, Hayu 3%, others 4%
- QoQ: Netflix +1 point vs Q3; Prime Video -2 points vs Q3
- YoY: Prime Video -3 points; Disney+ +1 point; Apple TV +1 point
- Methodology caveat: shares reflect JustWatch user actions (clicks/watchlists/filters), not direct consumption measurement
Why It Matters
Canada’s top tier is effectively a statistical tie—meaning small swings in price, bundle positioning, sports rights, or breakout originals can reshuffle the podium quickly. Prime Video’s multi-point slide (QoQ and YoY) is the signal: scale alone doesn’t guarantee “default app” status when churn is one click away. Meanwhile Disney+’s steady +1 point YoY (and the only service gaining across both Q4 and the full year) suggests consistency in franchise cadence and merchandising flywheels still converts into sustained engagement. Treat this as demand proxy data—but it’s useful proxy data for go-to-market bets.
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