Brazil’s Streaming Industry: Prime Video Overtakes Netflix While Ad-Supported Platforms See a Surge

Amazon’s Prime Video has taken the lead over Netflix in the streaming market in Brazil, capturing 22% of user interest in the second quarter of 2025 compared to Netflix’s 21%, according to data from JustWatch cited by Meio & Mensagem.

This shift presents new opportunities for advertising in the country, as Prime Video’s rise suggests a changing landscape for streaming preferences. To stay competitive, investment in original content partnerships and localized advertising will be key strategies as consumer tastes evolve rapidly in this dynamic market.

What’s particularly interesting to watch is the year-over-year changes, which show more significant trends than just quarterly data. Prime Video has gained 2 percentage points year over year, while Netflix has lost 4.

Amazon’s success in Brazil can be attributed in part to its bundling of services like shopping, delivery, and streaming, which has resonated well in price-sensitive markets.

On the other hand, Netflix’s decline could indicate saturation or a shift in value perception as users seek out platforms with broader ecosystems, more affordable pricing, or locally relevant content.

However, it’s important to note that Netflix’s setback in Brazil, its second-largest market after the US, may not be permanent. The streaming giant’s local original content like “Desperate Lies,” “Burning Betrayal,” “Senna,” and “Bionic” is gaining popularity worldwide, and its ad-supported tier in Brazil has room for growth.

As Brazilians look for alternatives to paid subscriptions, free ad-supported platforms such as Pluto TV, Samsung TV Plus, and Tubi have seen a surge in popularity, solidifying their spots in the top 10 connected TV services in the country.

With Brazil’s online video market projected to reach $14.4 billion by 2029, with $3 billion coming from ads, Netflix could capitalize on this by focusing on local co-productions and expanding its ad-supported offerings to reach a wider audience at a lower cost—a crucial move in a market driven by value and cultural relevance.

In this streaming war in Brazil, the focus is shifting towards hybrid models, with Prime Video leading the way with its bundled services. Netflix has the opportunity to catch up by strengthening its ad-supported tier and investing in local content that resonates with viewers. The next battleground? Offering premium reach at a lower cost in a market where cultural relevance is key to building customer loyalty.