The Competitive Intelligence Unit (The CIU) report indicates that Mexico’s subscription-based video-on-demand (SVOD) market closed 2025 with 15 million subscriptions, reflecting a 4.9% annual growth rate. This figure signifies the sector’s maturity, user consolidation, and heightened competition among services. The analysis notes that while the market continues to expand positively, the growth pace has moderated compared to previous years, a trend attributed to higher adoption levels and intensified rivalry. According to the data, 51.9% of online audiovisual content consumers in Mexico have at least one active subscription, equating to approximately 52 million people. In terms of market share, Netflix maintains leadership with 39.2%, though The CIU observes a gradual reshaping of the competitive landscape due to the advancement of other players. Disney+ follows in second place with a 20% share, driven by ad-supported plans, introductory promotions, bundling with other services, and the strength of its global franchises. HBO Max holds an 18% share, supported by premium content, brand recognition, and distribution agreements with telecom operators. Amazon Prime Video accounts for 8.5% of the market, sustained by its integration into the broader Prime ecosystem, though it faces increasing pressure as a standalone video service.
