The second quarter of 2025 brought significant shifts in the U.S. streaming landscape, with platforms vying for dominance through catalogue popularity and market share. JustWatch’s latest reports reveal key insights into which services captivated audiences and how market dynamics are evolving.
Market Share: A Tight Race at the Top
Prime Video maintained its lead with a 21% market share, closely followed by Netflix at 20%. Meanwhile, Disney+ emerged as a rising contender, gaining 2 percentage points to reach 14%, overtaking Max, which dropped to 12%. Hulu also saw growth, climbing to 11% and solidifying its position in the mid-tier.
Other notable trends:
- Apple TV+ and Paramount+ remained stable at 8% and 7%, respectively.
- Starz suffered the sharpest decline, falling to just 1%.
- The combined dominance of Prime Video and Netflix (41%) underscores the challenge for competitors to disrupt the top tier.
Streaming Catalogue Popularity: What Audiences Loved
Movies: Prime Video Leads, Hulu and HBO Max Shine
- Amazon Prime Video dominated both total and average movie catalog popularity, fueled by hits like The Accountant 2 (26 days in Top 10) and Conclave (128 days in Top 10).
- Hulu ranked #2, benefiting from films like Anora (118 days at #1) and renewed interest in classics like 28 Weeks Later.
- HBO Max outperformed Netflix in average movie popularity, thanks to early access to theatrical releases like Mickey 17 (59 days in Top 10).
- Disney+ saw a resurgence with Captain America: Brave New World and legacy titles tied to 28 Years Later hype.
- Apple TV+ reinforced its quality-over-quantity approach with Fountain of Youth and The Gorge.
| Total Movie Catalog Popularity | Average Movie Popularity | Provider | Most Popular Films in Q2 2025 |
|---|---|---|---|
| 1 | 1 | Amazon Prime Video | The Accountant 2, Nosferatu, Conclave |
| 2 | 2 | Hulu | Anora, 28 Weeks Later, Independence Day |
| 3 | 4 | Netflix | The Old Guard 2, Heart Eyes, Havoc |
| 4 | 3 | HBO Max | Mickey 17, A Minecraft Movie, Sinners |
| 5 | 6 | Disney+ | Captain America: Brave New World, 28 Weeks Later, Sunshine |
| 5 | 5 | Apple TV+ | Fountain of Youth, Echo Valley, The Gorge |
TV Shows: Prime Video Tops Total, Apple TV+ Excels in Quality
- Prime Video led in total series popularity, driven by The Handmaid’s Tale (S6) and breakout hits like Your Friends & Neighbors.
- Apple TV+ ranked #1 in average series popularity, with Murderbot and The Studio both spending over 45 days in the Top 10.
- Disney+ leveraged franchise strength (Andor S2, Ironheart) to secure #2 in average popularity.
- HBO Max thrived with prestige dramas (The White Lotus S3, The Last of Us S2), ranking #3 in average popularity.
| Total Catalog Popularity (TV & Series) | Average TV & Series Popularity | Provider | Most Popular Shows in Q2 2025 |
|---|---|---|---|
| 5 | 1 | Apple TV+ | Stick (Season 1), Murderbot (Season 1), The Studio (Season 1) |
| 6 | 2 | Disney+ | Andor (Season 2), Ironheart (Season 1), The Bear (Season 4) |
| 4 | 3 | HBO Max | The White Lotus (Season 3), The Last of Us (Season 2), Gilded Age (Season 3) |
| 2 | 3 | Netflix | Squid Game (Season 3), Dept Q (Season 1), The Four Seasons (Season 1) |
| 1 | 5 | Amazon Prime Video | The Handmaid’s Tale ( Season 6), Your Friends & Neighbors ( Season 1), The Bondsman (Season 1) |
| 3 | 6 | Hulu | Rick and Morty (Season 8), Love Island USA (Season 7), The Bear (Season 4) |
Key Takeaways
- Prime Video and Netflix remain market leaders, but Disney+ and Hulu are gaining ground.
- Catalog depth matters: Prime Video’s mix of exclusives and legacy content drove engagement, while Apple TV+ proved that fewer, high-quality titles can compete.
- Mid-tier volatility continues: Max’s decline and Hulu’s rise highlight the fierce competition beneath the top two.
- Franchise power and nostalgia (e.g., Marvel, 28 Weeks Later) significantly boosted Disney+ and Hulu.
As streaming platforms refine their strategies, the battle for audience attention is intensifying—with catalog appeal and market share growth becoming critical metrics for success.
Source: JustWatch
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