Turkey’s Streaming Market evolves amid Global Consolidation and Local Acceleration

The Turkish streaming market is entering a new phase of maturity, driven by international platform consolidation, shifting consumer behavior, and the growing appeal of domestic services. According to Fabric's report titled "Turkey: Local Growth in a Globalized Streaming Ecosystem," the first quarter of 2025 saw 73% of Turkish households consuming online content, reflecting a 4% year-over-year increase. Although still trailing the EMEA average of 81%, the data underscores Turkey’s potential as an emerging streaming market.

Global players continue to dominate in terms of user penetration, with Netflix leading at 42%, followed by YouTube Premium at 32%, and Prime Video at 29%. Despite this dominance, local platforms are gaining ground. Four of the top 10 most used services are Turkish, including Exxen (13%), BluTV (12%), Tivibu GO (5%), and D-Smart GO (3%). A major development was the April 2025 merger of BluTV with HBO Max, which granted Warner Bros. Discovery a foothold in the Turkish market. The move also came with the announcement of three new local originals—“Anatomy of Chaos,” “Jasmin,” and “Feride”—illustrating HBO Max’s strategy of leveraging BluTV’s content library and user base.

Flexible pricing remains critical in Turkey’s price-sensitive market. The free-with-ads model is the most popular, reaching 67% household penetration in Q1 2025—up 8% year-over-year. Yet the strongest momentum is seen in subscription-based models, which jumped from 46% to 58% adoption, marking a 26% year-over-year increase. This growth occurred despite an 18% average price hike across platforms. Turkey still boasts some of the world’s lowest streaming subscription fees, with Prime Video at just $0.98 (85% below the EMEA average), Crunchyroll at $1.25 (78% below), Netflix at $4.77 (23% below), and HBO Max at $5.75 (36% below).

To better align with local preferences, hybrid monetization models are gaining traction. Disney+ and Tivibu GO are the only platforms in the country offering ad-supported subscription plans. This model aligns with consumer behavior, with 56% of households preferring lower-priced plans that include ads.

In terms of content strategy, international players continue to set the pace. Netflix currently offers more than 4,500 original titles in Turkey, including over 60 Turkish originals. In Q2 2025, all five of the most-watched original titles in Turkey—“When Life Gives You Tangerines” (South Korea), “Adolescence” (UK), “The Eternaut” (Argentina), “The Residence” (USA), and “Apple Cider Vinegar” (Australia)—were Netflix originals. Nonetheless, local content is showing signs of growing impact. While platforms like Gain and Puhutv have more limited original libraries—103 and 15 titles, respectively—national productions are starting to resonate. Two of the top five most-viewed series in Q2 2025 were Turkish originals: “Kral Kaybederse,” distributed across Netflix, Puhutv, and D-Smart Go, and “Resistance,” a Disney+ original.

The Turkish streaming landscape is clearly in transition, shaped by a mix of global influence and local innovation. The BluTV–HBO Max merger, the expansion of hybrid monetization models, and a rising appetite for subscription content signal a move toward a more sophisticated and competitive ecosystem. However, to fully capitalize on these shifts, local platforms will need to accelerate investment in original content and refine pricing strategies to maintain relevance in a digitally maturing environment.