JustWatch today released its latest report on the streaming industry, analyzing market developments throughout the second quarter of 2026. Based on insights from more than 45 million streaming interactions on the JustWatch app and website in the United States, the study reflects shifts in streaming user interest and engagement. This is measured across more than 320 subscription
video-on-demand (SVOD) providers available on JustWatch over the past three months.
Key Takeaways:
- Netflix widens its lead: Netflix gained 1 pp this quarter to reach 20%, maintaining a comfortable 3 point gap over #2 Prime Video despite flat annual growth.
- Apple TV+ posts the strongest annual growth: Apple TV+ gained 1 pp this quarter, overtaking Hulu and HBO Max to become the fourth-largest SVOD platform in the S. They have also grown 5 pp annually, the strongest annual gain of any platform.
- Peacock Premium builds steady annual gains: Up 2 pp year-over-year while holding flat this quarter, showing consistent growth.
- Hulu overtakes HBO Max for fifth place: Holding steady at 11% while HBO Max dropped 2 pp to 10%, Hulu moved ahead of HBO Max in the rankings for the first time this year.
Market Development Snapshot
| Platform
(Q2 2026 Share) |
Quarterly Development
(Q1 2026 → Q2 2026) |
Annual Development
(Q2 2025 → Q2 2026) |
| 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 |
SVOD Market Shares in Q2 2026
The top two leaders in streaming this quarter are:
- Netflix – 20%
- Amazon Prime Video – 17%
Followed by Disney Plus (15%), Apple TV+ (13%), Hulu (11%), HBO Max (10%), Peacock Premium (4%), Paramount Plus (3%), PBS (2%), Starz (1%) and other services (4%).
Market Development Overview
Netflix (20%) and Amazon Prime Video (17%)
- Quarterly development (Q1 2026 → Q2 2026): Netflix increased its share by 1 pp to 20%, while Amazon Prime Video held steady.
- Annual development (Q2 2025 → Q2 2026): Netflix’s share was stable year-over-year, while Amazon Prime Video declined by 4 pp.
Disney Plus (15%) and Apple TV+ (13%)
- Quarterly development (Q1 2026 → Q2 2026): Disney+ declined by 1 pp this quarter, while Apple TV+ gained 1 pp, continuing its upward trajectory.
- Annual Development (Q2 2025 → Q2 2026): Apple TV+ recorded the strongest annual growth among all platforms, gaining 5 pp, while Disney+ grew more modestly, up 1 pp year-over-year.
Hulu (11%) and HBO Max (10%)
- Quarterly development (Q1 2026 → Q2 2026): HBO Max recorded the largest quarterly decline among listed platforms, dropping by 2 pp, while Hulu held steady at 11%.
- Annual development (Q2 2025 → Q2 2026): HBO Max declined by 2 pp year-over-year, while Hulu’s share was stable.
Peacock Premium (4%), Paramount Plus (3%)
- Quarterly development (Q1 2026 → Q2 2026): Both Peacock Premium and Paramount+ held steady this quarter.
- Annual development (Q2 2025 → Q2 2026): Peacock Premium grew by 2 pp year-over-year, while Paramount+ declined by 4 pp, one of the steepest annual drops among listed platforms.
PBS (2%), Starz (1%), and Other Platforms (4%)
- Quarterly development (Q1 2026 → Q2 2026): PBS, Starz, and the “Others” category all held steady this quarter.
- Annual development (Q2 2025 → Q2 2026): PBS, Starz, and “Others” all remained stable year-over-year.
