Streaming Rivals Close In: Hulu and Disney+ Narrow the Gap in a Tight Q2 U.S. Market

JustWatch is releasing the latest streaming market share report for the United States, analyzing user activity and platform interest during the second quarter of 2025. The following insights are based on aggregated behavior from over 20 million monthly U.S. JustWatch web and app users. Check out our Streaming Charts for more insights into the streaming world, both in the United States and globally.

SVOD Market Shares in Q2 2025

The top two leaders in streaming this quarter are:

Prime Video maintained its lead at 21%

Netflix followed closely at 20%, holding steady in second place

Disney+ continued its upward momentum, rising to 14% in Q2 — a 2-point jump from Q1. Max dropped slightly to 12%, falling behind Disney+ in the rankings.

Hulu ticked up slightly to 11%, overtaking Max as a mid-tier contender. Apple TV+ (8%) and Paramount+ (7%) remained stable, while Peacock (2%) held its ground. Starz, however, lost half its share, falling from 2% to just 1%.

Quarterly Market Development (Q1 → Q2 2025)

Disney+ showed the strongest growth, gaining +2 percentage points

Hulu rose by +1 pp, overtaking Max

Max dropped –1 pp, falling to 4th place

Starz lost –1 pp, dropping to 1% total share

Other services fell slightly from 5 pp to 4 pp

All other major platforms (Prime Video, Netflix, Apple TV+, Paramount+) remained stable

Year-over-Year Comparison (Q2 2024 → Q2 2025)

Using archived market share data from Q2 2024:

Disney+ led year-over-year growth, climbing +2 percentage points to secure 3rd place.

Hulu also gained +1 pp, continuing its slow but steady rise.

Prime Video and Netflix both dipped –1 pp, though they still dominate the market at a combined 41%.

Max and Paramount+ saw the largest declines, each falling –2% compared to last year.

Apple TV+ lost –1 pp, while Peacock and Starz held steady.

Other platforms grew by +1 pp, suggesting increasing fragmentation at the bottom of the market.

Key Takeaways

The top two — Prime Video and Netflix — still control 41% of the market.

Disney+ is emerging as a true contender, with strong quarterly growth.

Mid-tier volatility continues, especially with Max slipping and Hulu gaining.

Starz saw the sharpest drop of any service this quarter.

Market share remains concentrated, with few signs of disruption at the top — but plenty of movement in the middle.

Methodology:

JustWatch’s Market Shares are calculated based on user engagement on our website, TV, and mobile apps. User interest in the United States is measured by adding movies or TV shows to their watchlist, clicking out to a streaming service or filtering multiple streaming services and marking titles as “seen”.

About JustWatch

JustWatch is the world’s largest streaming guide with more than 60 million monthly users across 140 countries in one place movies, TV series, and sporting events from hundreds of streaming platforms worldwide including Amazon Prime Video, Netflix, Disney Plus, Apple TV+, Hulu, and many others, making it easy to find out where you can legally stream them. JustWatch is headquartered in Berlin, Germany, with offices in New York, Los Angeles, Paris, Munich, and London. It employs more than 200 people.

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