The second quarter of 2025 delivered a shakeup in the U.S. streaming market, with platforms jostling for position amid shifting viewer preferences. According to the latest JustWatch reports—based on behavior from over 20 million users—Amazon Prime Video and Netflix remain top dogs, but Hulu and Disney+ are rapidly gaining ground, both in market share and content engagement.
📊 Market Share Movers and Shakers
Prime Video maintained its lead with a 21% share, followed closely by Netflix at 20%. But the real drama is unfolding in the middle of the pack:
- Disney+ posted the strongest growth (+2 percentage points), rising to 14% and overtaking Max.
- Hulu edged up 1 point to reach 11%, also leapfrogging Max (which dropped to 12%).
- Apple TV+ and Paramount+ held steady at 8% and 7% respectively.
- Peacock stayed flat at 2%, while Starz tumbled to just 1%.
📈 Year-over-Year Trends (Q2 2024 → Q2 2025)
The biggest year-over-year winners:
- Disney+ (+2%) and Hulu (+1%) gained momentum.
- Max and Paramount+ saw the steepest declines (–2% each).
- Prime Video and Netflix both dipped slightly (–1% each), though they still dominate 41% of the market combined.
🎬 Movie Catalog Popularity: Prime and Hulu Take the Spotlight
In terms of movie catalogs, Prime Video claimed both the largest and most popular collection. Its hits included:
- The Accountant 2 (#1, 26 days in the Top 10)
- Conclave (128 days in the Top 10)
- Deep Cover and Nosferatu (strong follow-through after release)
Hulu ranked second overall, benefiting from a strong mix of nostalgia and new releases:
- Anora (#1, 118 days in the Top 10)
- 28 Weeks Later and Independence Day made triumphant comebacks
Netflix excelled with exclusive content like The Old Guard 2 and Havoc, but couldn’t keep up with Hulu and Prime in total or average popularity.
📺 Series Catalog Trends: Quality Wins for Apple TV+
While Prime Video led in total series engagement, Apple TV+ earned top honors for average series popularity, a testament to its “quality over quantity” strategy. Breakout series included:
- Stick and Murderbot (both reached #1 and stayed in the Top 10 for over 20 days)
- The Studio also spent 46 days in the Top 10
Other series standouts:
- Netflix: Squid Game Season 3 and Dept Q topped the charts
- Disney+: Andor Season 2 and Ironheart made major impressions
- Max: The Last of Us and The White Lotus kept HBO’s prestige streak alive
- Hulu: Rick and Morty and The Bear continued to anchor the platform
🔮 Final Takeaways
- Prime Video and Netflix remain the industry titans but are slowly ceding ground.
- Disney+ and Hulu are rising contenders, powered by smart catalog management and exclusive hits.
- Apple TV+ shines in engagement-per-title, even with a smaller library.
- The mid-tier landscape is turbulent, with Max losing ground and Starz slipping dangerously low.
As content strategies evolve and fan favorites return (we’re looking at you, 28 Weeks Later), the streaming battlefield remains dynamic. With Q3 already underway, all eyes are on whether Disney+ and Hulu can keep up the momentum—or if Netflix and Prime will reassert their dominance.
📌 Source: JustWatch Q2 2025 Market Share & Catalog Popularity Reports
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