Hulu Climbs to 13% Market Share as Apple TV Posts Strongest Annual Growth, JustWatch Reports.
JustWatch today released its latest report on the streaming industry, analyzing market developments throughout the third 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 from July to September 2026.
Key Takeaways:
- Hulu posts the strongest quarterly gain, climbing 2 percentage points (pp) to reach 13% market share, while also growing 2 pp year over year.
- Apple TV holds its ground at 13% this quarter after a year of gains, up 5 pp since Q3 2025.
- Netflix and Amazon Prime Video keep their top two positions, at 19% and 17% respectively, with Netflix down 1 pp quarter over quarter and Amazon Prime Video stable.
- HBO Max climbs 1 pp quarter over quarter to 11%, though it remains 2 pp below its Q3 2025 share.
- Peacock Premium doubles its annual share, moving from roughly 2% a year ago to 4% today, marking one of the more notable long-term shifts among subscription based streaming platforms this quarter.
Market Development Snapshot
| Netflix (19%) | -1 pp | Stable |
| Amazon Prime Video (17%) | Stable | -3 pp |
| Disney Plus (14%) | -1 pp | Stable |
| Apple TV (13%) | Stable | +5 pp |
| Hulu (13%) | +2 pp | +2 pp |
| HBO Max (11%) | +1 pp | -2 pp |
| Peacock Premium (4%) | Stable | +2 pp |
| Paramount Plus (3%) | Stable | -3 pp |
| PBS (2%) | Stable | Stable |
| Starz (1%) | Stable | Stable |
| Others (3%) | -1 pp | -3 pp |
SVOD Market Shares in Q3 2026
The top two leaders in streaming this quarter are:
- Netflix – 19%
- Amazon Prime Video – 17%
Followed by Disney Plus (14%), Apple TV (13%), Hulu (13%), HBO Max (11%), Peacock Premium (4%), Paramount Plus (3%), PBS (2%), Starz (1%) and other services (3%).
Market Development Overview
Netflix (19%) and Amazon Prime Video (17%)
● Quarterly development (Q2 2026 → Q3 2026): Netflix slipped 1 percentage point (pp) this quarter, while Amazon Prime Video held steady.
● Annual development (Q3 2025 → Q3 2026): Netflix was stable year over year, while Amazon Prime Video was down 3 pp compared to Q3 2025.
Disney Plus (14%) and Apple TV (13%)
● Quarterly development (Q2 2026 → Q3 2026): Disney Plus dipped 1 pp, while Apple TV held its position.
● Annual development (Q3 2025 → Q3 2026): Disney Plus was flat, while Apple TV posted the strongest annual gain in this pairing, up 5 pp since Q3 2025.
Hulu (13%) and HBO Max (11%)
● Quarterly development (Q2 2026 → Q3 2026): Hulu added 2 pp and HBO Max gained 1 pp, marking the strongest quarterly momentum in the report.
● Annual development (Q3 2025 → Q3 2026): Hulu grew 2 pp year over year, while HBO Max sits 2 pp below its Q3 2025 share.
Peacock Premium (4%), Paramount Plus (3%)
● Quarterly development (Q2 2026 → Q3 2026): Peacock Premium held steady this quarter.
● Annual development (Q3 2025 → Q3 2026): Peacock Premium rose 2 pp since Q3 2025, while Paramount Plus fell 3 pp over the same period.
PBS (2%), Starz (1%), and Other Platforms (3%)
● Quarterly development (Q2 2026 → Q3 2026): PBS and Starz held steady, while Other Platforms slipped 1 pp.
● Annual development (Q3 2025 → Q3 2026): PBS and Starz were both stable year over year, while Other Platforms declined 3 pp compared to Q3 2025.
Categories: Movie And TV Talk / Trailers Stuff
