JustWatch, a streaming guide, has 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 quarter three (Q3) of 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
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.
Sourcing this report
Insights are derived from the streaming activity of more than 45 million JustWatch streaming interactions in the United States from July 1, 2026 – September 30, 2026. When referencing this data, please credit JustWatch and link to: https://www.justwatch.com/us/streaming-charts
Methodology: SVOD Market Shares
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 series to their watchlist, clicking out to a streaming service or filtering multiple streaming services and marking titles as “seen”. SVOD Market Share Interactions were measured between July 1, 2026 – Sep 30, 2026 and compared with previous quarters and periods.
JustWatch Streaming Charts
The JustWatch Streaming Charts measure streaming popularity for series and film based on user activity. This includes clicking on a streaming offer, adding a title to a watchlist, and marking a title as ‘seen’. This data is collected from 50 million movie & TV show fans per month. It is updated daily for 140 countries and 4,500 streaming services.
Note: Figures have been rounded to the nearest whole percentage point. Platforms with fluctuations smaller than ±0.5 pp are classified as stable or unchanged.
About Apple TV
Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $14.99 per month with a seven-day free trial for new subscribers.
For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV 4K or Mac can enjoy three months of Apple TV for free. For more information, visit apple.com/tvpr and see the full list of supported devices.
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Article provided with permission from AppleWorld.Today