Netflix leads the subscription video-on-demand market in Argentina with 21 percent of public preference, while HBO Max records the highest annual growth across the industry, according to data published by JustWatch. The findings, which track audience engagement across more than 65 streaming services in the country, show Netflix gaining one percentage point quarter-over-quarter while maintaining a stable position year-over-year.
The study analyzed viewer interest between April 1 and June 30, utilizing more than 2 million user interactions on the platform’s official website and mobile applications. These metrics encompass user actions such as adding movies and series to watchlist queues, clicking through to specific streaming offers, filtering titles by provider, and marking content as watched.
Market dynamics in the second quarter point to shifting consumer habits across major global and regional players. While the top tier of services defends its ground, mid-tier platforms capture accelerated gains.
Streaming Market Leaders: Netflix, Disney Plus, and Amazon Prime Video
Netflix continues to hold the top spot in Argentina’s streaming ecosystem, capturing 21 percent of total audience interest. The platform added one percentage point compared to the first quarter of the year, holding steady against its performance in the same period of 2025.
Sharing the second position, Disney Plus and Amazon Prime Video each command 19 percent of the market share. Both platforms experienced a two-percentage-point decline in year-over-year comparisons. Prime Video held its figures flat compared to the previous quarter, whereas Disney Plus slipped one percentage point over the same three-month window, according to data covered by Economis.
HBO Max and Apple TV Post Notable Gains
HBO Max secured the most substantial annual expansion in the Argentine market, climbing three percentage points since the second quarter of 2025. The platform reached 14 percent of total market preference, closing the gap with the leading trio.
Paramount Plus claimed the fifth position with 10 percent of the market share, marking a one-percentage-point increase in annual variation. Meanwhile, Apple TV climbed to 8 percent of general preference, supported by a steady one-percentage-point rise in both quarterly and annual metrics.
Niche Platforms and Smaller Competitors
Specialized and lower-scale services maintained smaller footprints within the domestic content landscape. MUBI retained 3 percent of the market with no change from the previous quarter, despite reflecting a one-percentage-point drop in annual figures. ViX and DIRECTV GO each secured 2 percent of the overall user volume. Remaining options grouped under other services registered a cumulative drop of three percentage points compared to the first three months of the year.
The ongoing data collection by JustWatch offers continuous insight into audiovisual consumption trends across Argentina, tracking how subscriber interest moves across a digital entertainment sector.
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