A new analysis based on more than 35 million streaming interactions across the JustWatch in the United States shows a fast-changing competitive landscape between major streaming platforms during the first quarter of 2026.
While long-time leaders still hold the top positions, the gap between them and fast-rising rivals is narrowing quickly.
Netflix and Prime Video Still in Front—But Losing Grip
Netflix remains the number one service with a 19% share of viewing activity.
Amazon Prime Video follows closely at 17%, holding second place.
However, both platforms are seeing their dominance gradually reduced as competitors gain momentum.
Disney+ and Apple TV+ Gain Strong Momentum
Disney+ has climbed to 16%, continuing to close in on the top two.
Meanwhile, Apple TV+ has made one of the biggest jumps this quarter, rising to 12% and tying for fourth place.
This marks a significant breakthrough for Apple’s streaming division, which is now firmly in the “top tier” of platforms.
HBO Max Holds Steady as Competition Tightens
HBO Max also sits at 12%, sharing fourth place with Apple TV+.
Despite increased competition, it continues to maintain a stable audience share across the U.S. market.
Peacock Shows Fastest Growth in the Pack
Peacock recorded one of the strongest growth rates this quarter, reaching 4%—an increase of 2 percentage points.
Growth has been linked to award-season buzz and high-profile content releases, alongside major live-event streaming interest.
Smaller Platforms Hold Steady
Public broadcaster PBS remains stable at 2%, despite ongoing funding challenges.
Its audience share has remained consistent even as larger platforms compete aggressively for market dominance.
Potential Mega Merger Could Reshape the Market
Analysts also point to a possible industry shake-up involving a combined Paramount and Warner Bros. Discovery entity.
Under current viewing share estimates, Paramount+ holds 3%, while HBO Max holds 12%.
Together, they would command approximately 15% of the U.S. streaming market—potentially rivaling the biggest players.
Market Impact and Consequences
The data shows a streaming industry in transition, where dominance is no longer guaranteed.
Traditional leaders are being challenged by rapidly growing platforms, increasing competition for content, subscribers, and exclusive releases.
The rise of Apple TV+ in particular signals a shift in consumer behavior and content preference.
What’s Next?
The next quarter will likely reveal whether Apple TV+ and Disney+ can continue closing the gap on Netflix and Prime Video.
Industry consolidation remains a key factor to watch, especially if major mergers move forward.
Live events and award-season content are expected to further influence platform rankings.
Summary
Streaming market share in the U.S. is becoming increasingly competitive, with Netflix still leading but facing stronger pressure from Disney+, Apple TV+, and emerging industry consolidation.
Bulleted Takeaways
- Based on 35M+ JustWatch streaming interactions
- Netflix leads with 19%, Prime Video follows at 17%
- Disney+ rises to 16%, closing gap on top two
- Apple TV+ jumps to 12%, tying HBO Max for 4th place
- Peacock grows to 4% amid award and live-event boosts
- PBS remains stable at 2%
- Possible Paramount+ + HBO Max merger could reach 15% share
- Streaming market becoming more competitive and fragmented
