In recent years, competition between streaming services has become increasingly fierce in Brazil. In 2025, a surprising shift shook the market: Prime Video surpassed Netflix in Brazil in number of users. This was revealed by a recent report from JustWatch, and widely covered by websites like TecMundo, TudoCelular, and Oficina da Net.
Netflix’s dominance, once thought to be unshakable, is now being challenged by Amazon’s more affordable pricing, localized content, and consumer-focused strategies.
How did Prime Video surpass Netflix in Brazil?
According to data from JustWatch, a platform specializing in streaming market analytics, Prime Video reached a 27% market share in Brazil in the second quarter of 2025, overtaking Netflix, which now holds 25%. The rest of the market is divided among other players like Disney+, Max, Apple TV+, Globoplay, and Paramount+.
Prime Video’s rise has been steady. Back in early 2024, Netflix still led comfortably. However, within a year, Amazon managed to reverse that trend. This marks the first time Netflix has lost the leadership position in Brazil since the streaming boom began.
Why is Prime Video growing so fast?
There are several reasons behind this shift. Let’s break them down:
1. Affordable pricing
Prime Video’s price in Brazil remains one of the most attractive in the market. For R$14.90 per month (approximately US$2.80), users gain access not only to streaming but also to free shipping on Amazon, Amazon Music, Prime Reading, and other benefits. Netflix, on the other hand, offers plans ranging from R$20.90 to R$55.90 per month (approximately US$3.97 to US$10.62), depending on resolution and the number of screens.
In a country where many consumers are price-sensitive, Prime Video offers far greater value for money.
2. Strong and diverse content library
Prime Video has also been investing in a wide range of content, including international blockbusters and popular Brazilian productions, such as:
- Dom
- September Mornings (Manhãs de Setembro)
- LOL: Last One Laughing Brazil
- Dark Tide (Maré Negra)
- Back to 15 (De Volta aos 15) – co-produced with Netflix
It also offers recent theatrical releases and live sports events, including exclusive streaming of the Copa do Brasil.
📺 Watch here on Prime Video!
The power of the Amazon ecosystem
One of Prime Video’s major strengths is that it is part of Amazon Prime’s broader ecosystem. Subscribers are not paying just for a streaming service — they’re getting a bundle of services for one low price.
This value proposition is very compelling. Add to that Amazon’s aggressive marketing, free trials, promotional campaigns, and partnerships with telcos and smart TV manufacturers, and you have a formula for sustained growth.
This makes Prime Video the main — and sometimes only — streaming choice for many Brazilian households.
Why did Netflix lose ground?
Despite its vast global catalog, Netflix is facing challenges in Brazil that have contributed to its decline:
- Frequent price hikes
- Crackdowns on password sharing between households
- Lack of strong investment in localized content
- A diminishing sense of value among users
These moves may make sense from a business perspective, but they have alienated some subscribers — particularly those seeking flexible, affordable options.
A fragmented and savvy streaming market
The rise of Prime Video also reflects a broader trend: streaming consumption in Brazil is increasingly fragmented. Users now typically subscribe to two or three platforms at a time — and many rotate their subscriptions monthly.
In this context, platforms that offer good content, reasonable pricing, and added perks, like Prime Video, are more likely to retain users long term.
What comes next?
With Prime Video taking the lead, competition will likely intensify. Netflix may need to recalibrate its strategy — investing more in Brazilian content, exploring new subscription models, and adjusting pricing.
Meanwhile, Amazon is expected to double down on local productions, live events, and integrations with its e-commerce platform to maintain its momentum.
Other services like Max, Disney+, and Apple TV+ are also slowly growing and gaining traction in specific niches.
📺 Watch here on Prime Video!
What experts are saying
Media analysts agree: Prime Video’s success is no accident. Its long-term strategy, combined with user-friendly pricing and meaningful local investment, made the difference.
They also caution that Netflix will need to adapt quickly to reclaim its space — focusing on what local audiences truly want and exploring more flexible offerings.
Brazilian audiences want more for less
The fact that Prime Video surpassed Netflix in Brazil proves that Brazilian consumers are highly value-conscious and increasingly demanding. A big catalog alone is no longer enough — people expect an overall experience that justifies the cost.
While Netflix relies on its brand recognition, Amazon is making quiet — but powerful — gains with a well-rounded offering.
Conclusion
The rise of Prime Video over Netflix in Brazil in 2025 signals a new chapter in the streaming world. Leadership is no longer guaranteed, and viewers are clearly in control.
As competition heats up, one thing is certain: the real winners are the users, who now have more options and better deals than ever before.
Explore More Movies and Series Here on TVStreamzilla
Now that you’ve learned more about how Prime Video surpassed Netflix in Brazil, take a moment to explore everything TVStreamzilla has to offer. After all, if there’s one thing we know, it’s how to recommend great content.
