The U.S. streaming market is officially back in flux. According to the latest JustWatch Q4 2025 Market Shares Report, competition among subscription video-on-demand (SVOD) platforms intensified throughout 2025, with leadership shifting and mid-tier services steadily gaining ground.
After trailing for much of the year, Netflix surged ahead in the final quarter, reclaiming the number-one position from Amazon Prime Video—a reminder that even in a mature streaming market, momentum can change quickly.
Netflix vs. Prime Video: A Narrow but Symbolic Lead
In Q4 2025, Netflix captured 20% of U.S. streaming market share, narrowly overtaking Prime Video at 19%. While the one-percentage-point gap may seem modest, it marks a meaningful shift after Prime Video led earlier in the year.
Netflix’s rebound was driven by a strong slate of exclusive content in late 2025, with high-performing films and series dominating JustWatch’s weekly U.S. streaming charts. Prime Video, by contrast, slipped slightly in the quarter and posted a larger year-over-year decline, reflecting growing pressure from competitors.
The Rise of the Middle Tier
Disney+ continued its steady climb, reaching 14% market share and firmly establishing itself as the third-largest SVOD platform in the U.S. Apple TV+ also emerged as one of 2025’s biggest winners, rising to 9% market share after another two-point annual increase.
Meanwhile, HBO Max held steady at 13%, maintaining strong engagement even as it lost its top-three ranking earlier in the year.
Hulu Holds, Paramount+ Slides
Hulu strengthened its position, gaining one percentage point both quarterly and annually to reach 12% market share. Paramount+ experienced the sharpest decline, falling to 5% market share after a four-point year-over-year drop.
What This Means for the Streaming Landscape
The Q4 2025 data confirms that the streaming market is no longer dominated by just one or two platforms. While Netflix and Prime Video still lead, their combined share continues to erode as consumers spread attention—and subscriptions—across more services.
As 2026 begins, one thing is clear—the streaming wars aren’t slowing down. They’re entering their most competitive phase yet.
You must be logged in to post a comment.