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JustWatch today released its latest report on the US streaming industry, following changes in the subscription video on demand (SVOD) market throughout the first quarter (January-March) of 2026. The report is based on more than 35 million streaming interactions on JustWatch in the US, giving a comprehensive overview of streaming interest across devices in the United States.
This Quarterly Market Shares Report tracks user behavior changes and highlights the wins and losses of over 300 SVOD providers in the United States.
Key Takeaways:
- Amazon and Netflix’s market dominance narrows: Both longtime leaders in the S. streaming market saw their shares decline in Q1 2026.
- Mid-tier players surge ahead: Apple TV+, Disney+, and Peacock Premium outpaced larger rivals with +2 to +4 pp gains.
- Disney+ emerges as the clear 3: Now firmly the closest challenger to Netflix and Prime Video, continuing to close the gap.
- Apple TV+ ties HBO Max for 4 spot: Apple TV+ made significant gains in Q1 2026, seeing
+4pp growth from last quarter.
Market Development Snapshot
| Platform
(Q1 2026 Share) |
Quarterly Development
(Q4 2025 → Q1 2026) |
Annual Development
(Q1 2025 → Q1 2026) |
| Netflix (19%) | -1 pp | -1 pp |
| Prime Video (17%) | – 4 pp | -4 pp |
| Disney+ (16%) | +2 pp | +4 pp |
| Apple TV+ (12%) | +4 pp | +4 pp |
| HBO Max (12%) | -1 pp | -1 pp |
| Hulu (11%) | Stable | +1 pp |
| Peacock Premium (4%) | +2 pp | +2 pp |
| Paramount+ (3%) | -3 pp | -4 pp |
| PBS (2%) | Stable | Stable |
| Others (4%) | Stable | -1 pp |
SVOD Market Shares in Q1 2026
The top two leaders in streaming this quarter are:
- Netflix – 19%
- Prime Video – 17%
Followed by Disney+ (16%), Apple TV+ (12%), HBO Max (12%), and Hulu (11%) Peacock Premium (4%), Paramount+ (3%), PBS (2%), and other services (4%).
Market Development Overview
Netflix (19%) and Prime Video (17%)
- Quarterly development (Q4 2025 → Q1 2026): Netflix lost 1 pp this quarter, while Prime Video lost 4 pp.
- Annual development (Q1 2025 → Q1 2026): Both Netflix and Prime Video lost traction over the year (-1 pp and -4 pp respectively).
- Market context: Netflix’s most popular titles this quarter include Bridgerton Season 4 and One Piece Season 2 . Prime Video’s most popular titles this quarter included Fallout Season 2, Young Sherlock, and Scarpetta.
Disney+ (16%) and Hulu (11%)
- Quarterly development (Q4 2025 → Q1 2026): Disney+ gained 2 percentage points, while Hulu held its share steady.
- Annual development (Q1 2025 → Q1 2026): Over the past year, Disney+ grew by 4 percentage points, one of the largest annual increases in the market alongside Apple TV+, while Hulu added 1 percentage point.
- Market context: Disney’s performance this quarter was supported by Hulu-led titles such as Paradise (No. 2 in the S. monthly streaming charts). The platforms also benefited from strong streaming interest in Oscar nominees The Secret Agent and Sentimental Value, both of which ranked in the JustWatch top 10 in March.
HBO Max (12%) and Apple TV+ (12%)
- Quarterly development (Q4 2025 → Q1 2026): HBO Max lost 1 pp this quarter, while Apple TV+ gained 4 pp.
- Annual development (Q1 2025 → Q1 2026): HBO Max lost 1 pp over the year, while Apple TV+ grew 4 pp as the platform gained mainstream popularity.
- Market context: HBO Max introduced the new Game of Thrones series, A Knight of the Seven Kingdoms, while also benefiting from the unexpected success of Heated Rivalry. On the film side, the platform retained two Oscar Best Picture frontrunners, Sinners and One Battle After Another. Apple TV+ had several hits this quarter as well, with Shrinking, Severance, and F1 all garnering media attention, as well as several high profile film and television awards.
Paramount+ (3%), Peacock Premium (4%), PBS (2%), and Other Platforms (4%)
- Quarterly development (Q4 2025 → Q1 2026): Paramount+ lost 3 pp this quarter, while Peacock Premium gained 2 pp. PBS and other platforms remained stable.
- Annual development (Q1 2025 → Q1 2026): Paramount+ saw an annual decrease of 4 pp. Peacock Premium grew 2 pp, while PBS remained Other platforms decreased by 1 pp.
- Market context: Peacock Premium saw strong performance this quarter, driven by Ted (the TV series adaptation of the film), as well as success from its exclusive streaming rights to Oscar winner Hamnet, currently 1 on this month’s streaming charts, and Bugonia. Paramount+’s most popular content this past quarter includes The Madison and The Running Man (2025).
