Streaming Services: A Global Research

Since achieving global availability and popularity in 2016, Netflix has had no problems dominating the subscription-based video streaming market. Spotify has similarly kept a commanding lead in the music streaming industry, maintaining an over 30% market share for almost a decade. But in recent years, the subscription streaming market has expanded, and dozens of competitors have hit the scene.

My colleagues from vpnMentor and I were interested in discovering how the major video and music streaming services compare and take a snapshot of how each service varies in price, library size, and number of paid subscribers between countries, as these factors can significantly impact users' experience.

In our research, we chose the top subscription-based video and music streaming services based on global reach and popularity and compared them in 32 countries. We selected at least one country per continent and representative nations with varying cultures to better understand potential differences in platform offerings.

Video Streaming Platforms

Netflix used to rule the roost when it came to subscription-based video streaming. Now, however, a number of rivals are looking to knock Netflix from the top spot. We’ve extensively researched the major streaming platforms — including their libraries around the world, their costs, and other factors — to provide a detailed comparison.

Factors We Considered to Compare Streaming Services

These are the key considerations we looked at when researching the major video streaming platforms.

Price

Most streaming platforms offer monthly subscriptions instead of yearly dues, but some provide money-saving deals if users opt for a 12-month payment outright. Additionally, a few of the streaming services we researched have ad-supported lower-cost plans.

Prices vary not only between streaming services and plans but also from country to country. The subscription prices of streaming platforms tend to be influenced by varying national taxes, average income levels, and the purchasing power of each country.

Library Size

We also examined the library sizes of the major streaming services, including the total number of TV series and movies they carry and the differences in library sizes from country to country. Studios enforce copyright by country, as different markets have different demands for content.

Also, the size of each library fluctuates constantly as new content is added and older content is removed.

Number of Screens

We compared the number of allowable simultaneous device connections between the subscription tiers of each streaming service. Generally speaking, the more simultaneous screens, the higher the plan’s monthly cost. While the maximum number of screens doesn’t vary between countries, it does vary between streaming platforms.

Worldwide Availability and Number of Global Subscribers

Not all streaming services are available in every country, in some cases due to censorship restrictions and in others due to commercial decisions. As such, we investigated the number of countries in which our chosen streaming services are available. This number is subject to change with expansion into further territories.

Where data was available, we also researched each streaming service’s number of paid subscribers, both globally and in our 32 countries of interest. The year-over-year (YoY) growth of subscribers and the total number of subscribers gave us an indication of a streaming service’s popularity.

Netflix: The Biggest Subscription-Based Video Streaming Provider

Netflix launched its streaming service in 2007, ten years after it started offering a mail-order video rental service. Prior to entering the streaming market, the company considered introducing a “Netflix Box” that would allow users to download movies overnight. However, seeing the success of established platforms like YouTube prompted Netflix to invest in streaming instead.

In 2010, the company signed deals with some of the biggest distribution and production companies in the world to stream their movies. They continued to develop aggressively, expanding into Canada, Europe, and the rest of the world.

The company’s DVD-by-mail service lasted until September 29, 2023. Today, Netflix is the largest subscription-based video streaming platform.

The introduction of other streaming services like Disney+, Prime Video, and Hulu cut into Netflix’s market size, but it remained the largest streaming service through the end of 2023. Primarily, it maintained its top ranking through the production value of its shows.

Different global regions have varying selections of TV shows, movies, and Netflix Originals. Netflix recommends shows based on users’ viewing habits and the most popular shows in both their region and globally.

Since the rise of competing streaming services, Netflix has been exploring ways to increase its profits through price hikes. In 2024, the platform removed its Basic plan — the cheapest ad-free subscription tier — in France and the United States. Instead, users will have the option to switch to a Standard plan or keep a Basic subscription with ads.

Prime Video

Amazon Prime Video, or simply Prime Video, is a close second to Netflix, with more than 230 million subscribers at the end of 2023. The streaming platform is available worldwide, with the exception of mainland China, Cuba, Iran, North Korea, Sudan, Russia, Belarus, Syria, and Vietnam.

Prime Video doesn’t release as much original content as Netflix, but it still produces a handful of big titles every month. These include the original TV show Bosch and highly-rated big-studio films like Everything Everywhere All at Once, Devotion, and X. The platform’s catalog varies among regions.

The platform allows you to download movies and series to watch offline within 30 days. Once a title is started, you have 48 hours to finish it. This offline feature requires an active subscription, so any downloaded films or shows will be unavailable if your Prime Video plan expires.

Subscribers can also take advantage of the Prime Video Channels feature, which allows users to add third-party video subscriptions to their plans for an increased monthly fee. You can choose from over 100 channels on top of your Prime Video subscription.

You can stream Prime Video on most internet-connected devices and with all major operating systems and TV platforms.

Disney+

Since its launch in November 2019, Disney+ has amassed over 150 million subscribers, thanks to its mix of Disney favorites, classic movies, and new releases.

The platform is a hub for family-friendly entertainment. It carries content from Disney subsidiaries like National Geographic, Lucasfilm, Marvel Entertainment, and Pixar. Disney+ also includes entire libraries from television and cable networks under its umbrella, such as 21st Century Fox, ABC, FX, and Star. You can stream every episode of Grey's Anatomy, Modern Family, and over 740 episodes of The Simpsons on the platform.

Disney+ has created several critically acclaimed original TV series, including The Mandalorian and WandaVision. You can also catch some new releases on the same day as their theatrical release, usually for a premium.

The platform offers a download option for offline viewing, with up to 10 allowable devices. Up to four devices can be used simultaneously for streaming.

Disney+ is compatible with the majority of mobile devices, as well as some game consoles and smart TVs. As of the beginning of 2024, it is available in 107 countries and 12 territories.

Apple TV+

Launched on 1st November 2019, Apple TV+ became the first streaming service to offer exclusively original content. In just a few years, the service’s shows have gained both critical and audience acclaim, with shows like Ted Lasso and Severance dominating award seasons annually. CODA was the first film distributed by a streaming service to win Best Picture at the 94th Academy Awards in 2022.

As Apple TV+ is all about original content, its catalog is significantly smaller than most of the other streaming services. However, its library is pretty consistent across the 100+ countries where the platform is available (around 230 titles per country). Each catalog offers a mix of original movies and adult TV dramas, comedies, documentaries, thrillers, and children’s shows that you won’t find anywhere else.

The streaming service is not limited to Apple devices. Apple TV+ is compatible with smart TVs from Samsung, LG, Sony, and others. It also works well with Roku and Amazon Fire TV devices, Chromecast with Google TV, and PlayStation and Xbox gaming consoles.

Downloads are permitted with some caveats. Content can be downloaded onto iPhones, iPads, and iMacs for up to 30 days with minimal restrictions. However, Apple TV+ content cannot be downloaded from Apple TV or other streaming devices.

Apple TV+ is included in all three tiers of Apple One’s bundles, joining six premium Apple services — TV+, Music, Arcade, iCloud+, News+, and fitness — in one subscription, which ranges from $16.95 to $32.95 per month.

If you have the $5.99/month Apple Music Student Subscription, you automatically gain free access to Apple TV+ for up to 48 months, provided you verify yearly as a student. Afterward, your subscription converts into an Apple Music individual subscription, and you lose your free TV+ access (even if you re-verify).

Geographically Restricted Streaming Services

Some major streaming services are only available in select countries. Take a look at the infographic below to find out more about these geographically restricted major streaming services.

Hulu is available to stream anywhere in the United States, United States territories, and Japan. They carry content from CBS, FX, TLC, and more, as well as Hulu Originals, like The Handmaid’s Tale.

HBO Max, or simply Max, is available to stream in over 60 countries, including the United States, Mexico, Brazil, Colombia, Argentina, Denmark, Finland, Netherlands, Norway, Portugal, and certain United States territories.

Formerly known as CBS ALL Access, Paramount+ isn’t restricted to just the United States, but it doesn’t have the widespread availability of the big streaming services. It’s currently only available in the United States, Canada, Mexico, parts of Latin America and Europe, and Australia.

Disney+ Hotstar is currently only available in India, the United Kingdom, Canada, and the United States. The full catalog includes Indian movies, TV shows, and live sports, including cricket, badminton, kabaddi, and hockey. The size of the content library varies between regions, depending on licensing deals.

Where to Stream the Best TV and Movies

To further investigate the variety of content of streaming services, we researched the most popular movies and TV shows of all time and determined which local libraries had them available for streaming in our 32 key countries.

The shows above were available on the listed platforms at the time of writing, but availability is subject to change.
Source: JustWatch

The shows above were available on the listed platforms at the time of writing, but availability is subject to change.
Source: JustWatch

Based on the data above, Prime Video carries the most top TV shows and movies, followed closely by Netflix. That said, Netflix typically caters to more countries for the series and films it does offer.

For both film and series availability, Apple TV+ performed the worst. The platform offers only eight of the top movies listed and none of the TV shows.

How Do the Major Video Streaming Subscription Services Compare?

Below, we examine the performance of the “Big Four” subscription-based video streaming platforms according to price, content variety, availability, and features.

Price

Prime Video is the cheapest of the “Big Four” streaming platforms in 23 out of 32 countries we looked into, and it was never the most expensive service. It costs the most in the United States, at $14.99/month, followed by Austria and Germany, at $12.82/month. On the flip side, it is cheapest in Egypt, with a monthly price of $0.60.

Among the countries we researched, Netflix was never the cheapest of the major streaming services. The platform is most expensive in Denmark and the United States, where the basic monthly plan is $16.36/month and $15.49/month, respectively.

Out of the 32 countries included in the research, Disney+ and Apple TV+ were the cheapest options in only three and four countries, respectively. That said, Disney+ was never the most expensive in any country, while Apple TV+ was the most expensive in four countries, tying with Netflix in Egypt and Japan.

We also investigated the monthly subscription costs of the major streaming platforms compared to the cost of an IMAX ticket in the respective countries. This can indicate the value-for-money of the streaming services in comparison to regular cinema trips.

For example, in Austria, you can get two months of any of the four major streaming platforms for the cost of a single IMAX ticket. In Finland, France, Saudi Arabia, and Hong Kong, however, you’ll only get a single month of Netflix for the money you’d pay for an IMAX ticket.

Streaming services in Mexico also provide good value for money, with the price of an IMAX ticket affording either two months of Netflix or Disney+ or one month of Prime Video or Apple TV+.

Library Size

Apple TV+ lags behind the rest of the “Big Four” when it comes to catalog size. It has the smallest library in all of the 32 countries researched in which the platform is available. It also never offers more than 300 shows; its catalog is the largest in the United States, with 291 titles.

Netflix had the largest libraries out of the “Big Four” streaming platforms for 16 out of the 32 countries we reviewed, while Prime Video took the lead for 15 countries. Only Apple TV+ is available in Russia.

Of all the countries and streaming platforms, Prime Video’s catalog in the United Kingdom is the largest, with over 17,000 titles. The largest Netflix library currently exists in the United Kingdom and Germany, both with almost 8,000 titles.

Disney+, on the other hand, performed moderately in terms of content variety. It never had the smallest or largest catalog in all 32 countries. It has the biggest library in the Philippines (over 3,100 titles) and the smallest in India (fewer than 1,500 titles).

Availability & Features

While all the “Big Four” streaming platforms are available around the world, the global reach of a few extends further than the others. Netflix leads in terms of global reach, being available in over 230 countries. That’s almost every country in the world, with the only exceptions being mainland China, Syria, North Korea, Russia, Crimea, and Iran.

Currently, Apple TV+ has the smallest global reach, being accessible in only 126 countries. However, the streaming service plans to expand further into Central and Eastern Europe.

Prime Video follows Netflix in terms of availability, with a reach spanning nearly 230 countries. Netflix lags behind Prime Video in versatility, however, as it does not have a free trial. Moreover, Netflix only offers 4K viewing on its more expensive subscription tier, while Prime Video allows it in its cheapest deal. Prime Video also has a cost-effective student plan.

Apple TV+ is also quite versatile with a lengthy free trial with the purchase of an Apple device. It also offers a student deal and allows subscription sharing with up to five people.

Music Streaming Platforms

As with subscription video streaming services, music streaming platforms have varied pricing both between rival providers and from country to country. Additionally, different streaming services have different library sizes and have a mixed variety of content, such as podcasts and music videos.

We chose which music streaming services to research by investigating the global market share of some of the biggest providers. This gave us an insight into which streaming platforms are the most popular.

Spotify

Launched in 2008, Spotify is one of the world’s most dominant digital music streaming platforms. Both the free and premium plans give you unlimited access to a vast library of online music and podcasts, which includes over 100 million songs and 5 million podcasts. Plus, Spotify has over 5 billion playlists to choose from, covering all music genres.

In late 2021, Spotify added lyrics to its library. Through 2023, lyrics were available for all users. In 2024, however, the platform imposed a monthly limit to lyric viewing on the mobile app, with unlimited lyrics available only to Premium users. Desktop and web players require a subscription to view any lyrics.

The Spotify dashboard is customized based on listening history. It features a recently played list, artist and album recommendations, and daily mix playlists. Users can create their own playlists and follow any of the 11+ million artists who share their music and podcasts on the platform.

Spotify is available across a wide range of internet-connected devices, including computers, phones, tablets, speakers, smart TVs, and cars. The platform allows users to transition from one device to another with Spotify Connect.

Apple Music

Apple Music is a subscription-based music streaming service that offers unlimited access to its catalog of songs. It offers over 100 million songs in some libraries, plus you can tune into three live radio stations: Apple Music 1, Apple Music Hits, and Apple Music Country. Apple Music also has a proprietary lossless audio compression technology: Apple Lossless Audio Codec (ALAC) as well as thousands of songs in Dolby Atmos.

Unlike Spotify, which combines music and podcasts in one app, Apple has a separate app for podcasts. Apple Podcasts has over 2.5 million free shows and offers monthly subscriptions to access premium content from many creators.

Additional features of Apple Music include tailored recommendations, offline listening, expert-curated playlists, uploading of existing music, integration with the Siri assistant on iOS devices, and real-time song lyrics. The platform also offers early content releases, concerts, and exclusives.

Without a paid subscription to Apple Music, you can still listen to music you’ve purchased or uploaded to your device, but you won’t be able to access the additional features, such as offline listening. You’ll also be able to listen to ad-supported Apple radio stations.

Apple Music is supported by all the major platforms, including macOS, iOS, tvOS, watchOS, CarPlay, HomePod, Android, Windows, Chrome OS, Sonos, and Amazon Echo. It’s also available through the web.

YouTube Music

YouTube Music was launched in 2015 alongside the introduction of YouTube Premium, which offers ad-free access to all content on the platform. Its library comprises over 100 million tracks, all of which can be accessed with both the free and premium versions.

The free plan automatically plays music videos with ads and doesn’t allow background playback. The paid tier, on the other hand, lets you switch between music videos and audio-only mode and allows downloads for offline listening.

YouTube Music’s dashboard is customized based on listening history and features curated playlists, such as new releases, music videos, and genre-based mixes. In 2023, YouTube Music expanded its catalog in the United States to include podcasts, which users can watch or listen to without a paid subscription.

The platform is available across a wide range of internet-connected devices, including computers, phones, tablets, speakers, smart TVs, and cars.

Amazon Music Unlimited

Amazon Music Unlimited is a premium music subscription service that provides access to over 100 million songs in HD, and millions in Ultra HD. The platform also carries tens of thousands of podcasts. Plus, it offers a growing catalog of Spatial Audio on iOS and Android with any headphones and selected smart speakers.

Like Spotify, Amazon Music Unlimited offers personalized radio stations and playlists based on listening history. Users can also create their own custom playlists and share them with friends.

The Amazon Music app is compatible with iOS, Android, and all Amazon Music-supported devices and can be cast from any source to select smart speakers.

SoundCloud Go

SoundCloud Go launched in 2017 with two subscription tiers — Go and Go+ — both of which allow unlimited streaming of songs without ads and downloads for offline listening. Go+ offers additional features, including access to the full SoundCloud library of over 320 million songs and high-quality audio.

You can use the platform without an account, but you need to register to comment or interact with tracks. The free plan is supported by ads, and users cannot download music for offline listening.

SoundCloud has a relatively small library of podcasts, but over 40 million content creators and budding music artists leverage the platform to share and upload their tracks for free.

SoundCloud Go can be used on up to three devices at once, and this limitation does not include desktop use of the app. SoundCloud is available on the web, iOS, Android, Chromecast, and Xbox One.

Deezer

Founded in France in 2007, the online music streaming service Deezer didn’t launch in the United States until 2016, and it has yet to find the same success there that it has in continental Europe. Nonetheless, its global reach rivals that of Spotify, with availability in over 186 countries.

Deezer’s 20 million paid subscribers and free users can choose from 120 million tracks and thousands of podcasts, as well as expertly curated playlists tailored to each user. Premium subscribers benefit from unlimited skips, downloads for offline listening, and an ad-free experience. A HiFi upgrade is available for listeners who want the best quality sound.

Additional features include real-time lyrics, radio stations, and SongCatcher, which helps you instantly identify the songs playing around you.

Deezer has widespread device compatibility. The app is accessible via desktop and mobile devices, select wearables, a wide variety of smart speakers, and major voice assistants. The platform can also be accessed via all the major browsers.

Tidal

Tidal subscribers have unlimited access to over 110 million songs and hundreds of thousands of music videos. There are no restrictions on skipping, offline listening is permitted, and all streaming is ad-free.

The platform’s target market focuses on users who want a higher resolution audio experience, particularly with the HiFi plan, which provides lossless sound.

A unique feature of the music streaming app Tidal X is that it allows artists to connect directly with their fans through events, one-of-a-kind live shows, concert ticket offers for Tidal members, and meet-and-greets.

The Tidal algorithm takes your listening habits and turns them into personalized recommendations. Your “My Mix” will change over time depending on your activity on the platform and can be listened to on-demand.

The streaming platform also offers a vast selection of high-quality videos, including music videos, exclusive live streams, original content, and events. Podcasts are also available, but the selection is small compared to Spotify and Amazon Music Unlimited.

Tidal Connect allows music to be streamed directly from the cloud to your devices. The app is widely compatible, working with mobile gadgets, desktop and laptop computers, smart TVs, car stereo systems, audio devices, and even DJ equipment.

How Do the Popular Music Streaming Subscription Services Compare?

Below, we examine the performance of the biggest subscription-based music streaming platforms according to price, content variety, and features.

Price & Library Size

We examined the prices of the major music streaming services in 32 key countries. We found SoundCloud to have the cheapest basic plan, which — along with the streaming platform having the largest library — means it could present the best value for the money. It’s the cheapest in Canada, costing just $3.65 for the basic monthly plan.

Deezer was the priciest music streaming service in 22 of our 32 key countries. Meanwhile, Amazon Music Unlimited was never the most expensive in any of the countries examined and, in some cases, was the cheapest of the six popular platforms.

In the United States, SoundCloud Go is the cheapest option at $4.99/month. Deezer is the most expensive in the country, costing $11.99/month, while the other four platforms are tied at $10.99/month each.

Family plans have relatively consistent pricing in the United States, with Spotify, Amazon Music Unlimited, Apple Music, and Tidal all costing $16.99/month. Deezer’s Family plan costs $19.99/month, and SoundCloud Go doesn’t offer such a subscription tier.

It’s a similar situation with Student plans, with most services charging $5.99/month. Only SoundCloud Go and Tidal deviated, offering the deal at a dollar less than their competitors.

SoundCloud Go has the largest catalog by far, with 320 million titles — nearly three times as many as its nearest rival, Deezer, which has 120 million. However, users need to subscribe to the Premium plan to access the full SoundCloud library. Spotify, Amazon Music Unlimited, and Apple Music tie at around 100 million tracks.

Features

The table below gives an overview of the features and different plans of the major streaming services. Some paid plans have limitations, such as the basic tiers of Amazon Music Unlimited and SoundCloud Go not allowing access to the full catalog.

HiFi audio only comes as standard with Apple Music. Top-quality sound is not available with all the music streaming services we evaluated, and where it is available, users are often required to upgrade to a more expensive plan.

Podcasts are included with all streaming services and plans except Apple Music. However, podcasts on Apple devices don’t require an Apple Music subscription at all, and can be accessed from a separate Podcasts app. The number of podcasts available varies between providers.

Tidal and Apple Music don’t currently have a free plan, but they do have free trials. The remaining music streaming services we researched do have free versions, but they are limited compared to paid plans. For example, all free versions are supported by ads and don’t allow offline listening.

Check the table below for more information on the features of free plans.

Services were accurate at the time of writing but are subject to change.

Conclusion

This comparison of major video and music streaming services across 32 countries reveals significant variations in pricing, library size, and subscriber numbers.

While Netflix and Spotify remain dominant in their respective fields, competition is fierce, with platforms like Prime Video and Disney+ challenging Netflix, and Apple Music and YouTube Music offering robust alternatives to Spotify. Each service's offerings and value vary greatly by region, influenced by local taxes, income levels, and content demand.

As streaming continues to evolve, users should weigh these factors to choose the service that best fits their needs and even think about switching over if a better alternative appears.