According to the latest semi-annual report from Social Intelligence, a key metric for measuring the social impact of audiovisual productions, Netflix has solidified its dominant position across Europe during the first half of 2025. The report, which weights various online sources including social buzz, official website traffic, Google Trends, and piracy, reveals a clear picture of viewer engagement and platform loyalty. A single Social Intelligence (SI) unit is composed of four weighted sources: social buzz (50%), official websites traffic (25%), piracy (20%), and Google Trends (15%).

Globally, Netflix’s leadership is undeniable, capturing a 23.4% share of the market’s social interest. This figure is almost four times that of its closest competitor, Amazon Prime Video, which holds 6.2%. Disney+ rounds out the top three globally with a 5.8% share, followed by Apple TV+ (4.6%) and Max (4.4%).