The news: Amazon’s Prime Video overtook Netflix in Brazil’s streaming market in Q2 2025, leading with 22% of user interest and edging out Netflix at 21%, according to JustWatch, per Meio & Mensagem.

Prime Videos’ ascent presents new advertising opportunities in the country, while Netflix’s decline suggests potential audience fragmentation. Investment in original content partnerships and localized advertising are crucial strategies as consumer preferences shift rapidly in this dynamic market.

Why it’s worth watching: Year-over-year changes reveal more significant shifts than quarterly data. Prime Video gained 2 percentage points YoY, while Netflix lost 4. 

• The momentum behind Prime Video in Brazil signals more than a quarterly blip. Amazon’s bundling of shopping, delivery, and streaming continues to pay off—especially in price-sensitive markets.
• Netflix’s decline may be incremental but also suggests saturation or diminishing value perception as users gravitate toward platforms offering broader ecosystems, cheaper access, or local content.

Yes, but: Netflix’s dip in Brazil—its No. 2 market behind the US—may be temporary. Local Netflix originals like “Desperate Lies,” “Burning Betrayal,” “Senna,” and “Bionic” are gaining global traction, while its ad-supported tier in Brazil offers room to grow. 

As Brazilians avoid new paid subscriptions, free ad-supported platforms like Pluto TV, Samsung TV Plus, and Tubi have surged into the country’s top 10 connected TV (CTV) services.

• Brazil’s online video market is set to hit $14.4 billion by 2029, per Omdia—with $3 billion coming from ads. 
• Netflix could capitalize by doubling down on local co-productions and scaling its ad-supported tier to offer premium reach with lower cost—key in a market where value and cultural relevance drive growth.

Our take: Brazil’s streaming war is shifting from subscriptions to hybrid models, and Prime Video wins on bundled utility. Netflix can catch up by scaling its ad tier and investing in local hits. 

The next battleground? Premium reach at a lower cost in a market where cultural relevance drives loyalty.

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