Summary:
52% of Portuguese adults now use streaming platforms, the highest since 2021.
Usage grew by 1% in late 2024, but subscription rates are plateauing at 41%.
Netflix leads with 23% preference, followed closely by Prime Video at 22%.
The intent to subscribe has decreased to 7.9% recently.
The BStream study surveys 6,000 people every four months.
Streaming Services on the Rise
SVoD (Subscription Video on Demand) services are skyrocketing in popularity across Portugal, reaching unprecedented usage levels. According to Marktestâs BStream study, a notable 52% of Portuguese individuals aged 15 and over are now utilizing streaming platforms, marking the highest figure since the study's inception in 2021.
Recent Trends in Usage
Although the usage saw a growth of 1% between September and December 2024 compared to the previous period, and a significant 10% increase since 2021, subscription rates have plateaued at 41% for the last two periods. Furthermore, the intent to subscribe in the near future has slightly decreased to 7.9%.
Competitive Landscape
While Netflix remains the reigning champion of streaming services in Portugal with a 23% preference share, the competition is intensifying. A recent study by JustWatch, which surveyed over 200,000 users in 2024, shows that Prime Video closely follows with 22%, and Disney+ is also a significant player with 17%.
In the rankings, Max (formerly HBO Max) holds 14%, while SkyShowtime and Apple TV+ share the fifth position with 8% each. FilmIn, a niche platform focusing on independent and European cinema, captures 3% of the Portuguese streaming market.
Survey Methodology
The BStream study conducts surveys with 6,000 participants aged 15 and older across mainland Portugal every four months, providing valuable insights into the streaming landscape.
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