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As of June 2026, among the leading video-on-demand providers, Amazon Prime had the highest number of titles on offer in the United Kingdom. In total, it offers * titles, compared to Netflix’s . Previously, Netflix was the service with the most TV shows on offer, while movies was where Amazon Prime stood out, however the latter is now the foremost service in both categories.

Netflix dominates the video-on-demand market

Despite Amazon Prime’s large media library, Netflix has remained the better performing video-on-demand service in the United Kingdom. As of the first quarter of 2026, the platform had around ****Ìý³¾¾±±ô±ô¾±´Ç²Ô subscribers, while Amazon Prime had ****Ìý³¾¾±±ô±ô¾±´Ç²Ô. Having emerged in 1997 as the world’s first entertainment streaming service, Netflix has managed to stay ahead of its competitors. Today, its strength lies in its original series content, many of which have gathered worldwide acclaim. Indeed, the platform regularly dominates the ranking of popular streaming shows in the UK.

Pricing and quality strategies

Despite the vast content libraries, streaming services face significant challenges, and content alone may not guarantee retention. A 2024 survey revealed that rising prices was the primary reason for over ** percent of UK consumers to cancel streaming subscriptions. In fact, as competition intensifies, providers are adjusting their strategies, with plans to not only reduce content spending but also to grow their subscription fees. As the market matures, streaming platforms are likely to focus more on targeted, high-quality content rather than sheer amount to maintain their competitive edge and subscriber base.