Prime Video Takes Lead in U.S. Streaming Competition

Prime Video took the lead in the U.S. streaming race in Q1 2025, according to JustWatch’s latest report. With a 21% market share, Prime Video surpassed Netflix by a small margin, which held 20% of the market. HBO Max claimed third place with 13%, while Disney+ followed closely behind at 12%. Hulu held onto a respectable 10% of the market, closing in on the top three. Smaller platforms like Apple TV+, Paramount+, Peacock, and Starz collectively made up the rest of the market share. These numbers reflect changing viewer preferences in a crowded streaming landscape.

During Q1 2025, there were some interesting shifts in market share. Disney+ and Starz saw a 1% increase each, showing growing user interest. In contrast, Paramount+ experienced a significant drop of -2%. The top players like Prime Video, Netflix, and Hulu remained stable, indicating sustained user engagement throughout the quarter.

Comparing Q1 2025 to Q1 2024, Peacock Premium and Starz showed the most growth at +1%, while Paramount+ had the biggest decline at -2%. Platforms like HBO Max and Netflix slipped slightly at -1% each. Despite these fluctuations, Prime Video managed to hold onto its lead in the U.S. streaming market.

JustWatch calculates market shares based on user activity on its website, TV, and mobile apps. This involves actions like adding shows or movies to watchlists, clicking out to streaming services, and marking titles as ‘seen’. The data represents the interests and behaviors of over 17 million monthly users in the U.S., offering valuable insights into the evolving streaming landscape.