The streaming search engine JustWatch has released data this week to suggest Prime Video is now more popular in the States than Netflix. There’s little between the two competitors in the UK.
JustWatch does not know which platforms people are using, but the search engine has a good idea of what shows people are trying to see and knows which platform has those shows, and it can model market share from that data.
US streaming market share in 2022
In a historical change, Prime Video has surpassed Netflix to become the SVOD market leader in the United States. Disney+ edged off HBO Max for the third position, keeping a 5% lead over Netflix. Apple TV+ fell 1% in the fourth quarter and now ties with Paramount+.
US streaming market share development
Netflix has declined throughout 2022, and Prime Video ultimately surpassed Netflix in Q4. After a year of growth, Disney+ reached a plateau but concluded the year +2% higher than it began. Apple TV+ and Paramount+ increased by 1% and 3% through 2022.
UK streaming market share in 2022
Netflix remains the market leader, with a 1% advantage over Amazon Prime Video. NowTV outperformed Apple TV+ and Paramount+ by 1%, but Disney+ stays comfortably in third place.
UK streaming market share development
Since its June launch in the United Kingdom, Paramount+ has captured 6% of the market. Prime Video and Disney+ posted gains in 2022, increasing by +2% and +3%, respectively, from January. NowTV saw the most considerable losses, falling -3% throughout the same period.
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