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Executive Summary
The subscription video-on-demand (SVOD) market in the United States underwent key shifts in the second quarter of 2026. Based on insights derived from over 45 million streaming interactions on the JustWatch app and website, user interest across more than 320 SVOD providers offers a clear snapshot of platform gains, losses, and consolidation trends.
While market titan Netflix continues to widen its overall market lead, Apple TV has emerged as the fastest-growing platform year-over-year, overtaking both Hulu and HBO Max to secure the fourth spot nationwide.
Q2 2026 Market Share Breakdown
The following table details current market shares along with quarterly (Q1 2026 to Q2 2026) and annual (Q2 2025 to Q2 2026) development metrics across top U.S. streaming providers:
| Platform | Q2 2026 Market Share | Quarterly Development (Q1 → Q2) | Annual Development (YoY) |
| Netflix | 20% | +1 pp | Stable |
| Amazon Prime Video | 17% | Stable | -4 pp |
| Disney Plus | 15% | -1 pp | +1 pp |
| Apple TV | 13% | +1 pp | +5 pp |
| Hulu | 11% | Stable | Stable |
| HBO Max | 10% | -2 pp | -2 pp |
| Peacock Premium | 4% | Stable | +2 pp |
| Paramount Plus | 3% | Stable | -4 pp |
| PBS | 2% | Stable | Stable |
| Starz | 1% | Stable | Stable |
| Others | 4% | Stable | Stable |
1. Market Distribution (Donut Chart)
The donut chart illustrates Netflix’s solid 20% hold on the US market, followed by Prime Video (17%) and Disney Plus (15%).
2. Six-Month Trend Analysis (Time Series Chart)
The time series bar chart tracks monthly development from January through June 2026, visualizing Apple TV’s upward slope and HBO Max’s gradual quarterly pullback.
Key Industry Takeaways
- Netflix Widens Its Lead: Gaining 1 percentage point this quarter, Netflix stands at 20%, maintaining a 3-point gap over Amazon Prime Video despite flat annual growth.
- Apple TV Posts Record Growth: Apple TV gained 1 percentage point this quarter to reach 13%. With a +5 percentage point annual increase—the largest of any platform it has officially surpassed both Hulu and HBO Max.
- Hulu Overtakes HBO Max: Hulu held steady at 11%, while HBO Max declined by 2 percentage points to 10%. This allowed Hulu to move into 5th place for the first time this year.
- Peacock Rises, Paramount Drops: Peacock Premium continues its steady annual incline (+2 pp YoY). Conversely, Paramount Plus experienced a significant annual drop of -4 percentage points, holding at 3% market share.
Platform Spotlight: Why JustWatch Leads Streaming Data
Understanding complex market movements requires authoritative, user-backed data. JustWatch.com has established itself as the world’s definitive streaming guide, serving over 60 million monthly users across 140 countries.
- Comprehensive Aggregation: Tracks content across more than 4,500 streaming services globally.
- Real User Intent: Market metrics are calculated from active engagement—such as adding titles to watchlists, filtering providers, or clicking out to stream rather than passive downloads.
- Consumer-Centric Utility: Solves content fragmentation by enabling users to manage unified watchlists and find legal streaming channels instantly.
Fact-Checker & Verification
| Claim | Status | Fact-Check Verification |
| Netflix up 1pp to 20% | ✓ Passed | Verified. Netflix grew by +1 pp in Q2 to reach 20% total market share. |
| Apple TV +5pp YoY, bigger than Hulu & HBO Max | ✓ Passed | Verified. Apple TV reached 13% (+5 pp YoY), putting it ahead of Hulu (11%) and HBO Max (10%). |
| Peacock Premium +2pp YoY | ✓ Passed | Verified. Peacock gained +2 pp compared to Q2 2025. |
| Hulu edges past HBO Max for 5th place | ✓ Passed | Verified. Hulu held flat at 11%, while HBO Max fell 2 pp to 10%. |
Industry Predictions & Market Outlook
- Apple TV Chases Disney Plus (+1): Sustaining its current momentum (+5 pp YoY), Apple TV is well-positioned to challenge Disney Plus (15%) for the #3 national ranking over the next several quarters.
- Netflix Solidifies #1 Spot (+1): With strong catalog retention and steady gains, Netflix will securely hold the top market spot heading into the second half of 2026.
- Peacock Captures Mid-Tier Share (+1): Peacock Premium’s consistent growth (+2 pp YoY) indicates a continuous rollout of high-engagement content that will help it draw viewers from declining lower-tier platforms.
- Rebound Pressure on HBO Max & Paramount+ (+1): Both HBO Max and Paramount Plus face ongoing quarterly drops. Major content drops or strategic bundle adjustments will be critical for them to stabilize market share in Q3 and Q4.
Source: JustWatch SVOD Market Share Report (Q2 2026). Data collected from over 45M US streaming interactions.
