▶️ Disney+ sharply closes market share gap with Netflix in the US

This surge was driven by the launch of a short-form vertical video format and the large-scale integration of content from independent digital creators.

US Streaming Market Share Distribution

1. Netflix — 19%: Retains the top spot despite losing 1 percentage point both quarter-on-quarter and year-on-year.
2. Prime Video — 17%: Holds the second position but reflects the sharpest decline, dropping 4 percentage points compared to both last quarter and last year.
3. Disney+ — 16%: Firmly secures third place, gaining 2 percentage points over the quarter and 4 percentage points year-on-year.
4. Apple TV+ — 12%: Shares the fourth spot with HBO Max while posting a record quarterly surge (+4 percentage points), fueled by the hit series Severance and live Formula 1 broadcasts.
5. HBO Max — 12%: Slipped by 1 percentage point despite the release of A Knight of the Seven Kingdoms, the new series set in the Game of Thrones universe.
6. Hulu — 11%: Reliably bolsters Disney’s broader market position (under the same parent company) due to the success of the series Paradise and various Oscar-nominated titles.
7. Peacock Premium — 4%: Climbed to 4% on the back of the series Ted and exclusive streaming rights to the Oscar-winning feature Hamnet.
8. Paramount+ — 3%: Posted the market’s steepest decline, shedding 3 percentage points over the quarter amid ongoing financial headwinds at its parent company.

Disney’s newly appointed CEO, Josh D’Amaro, attributed the growth to a pivot in content strategy. In March, the company introduced “Verts” within the Disney+ app—a vertical feed similar to TikTok and Reels that features short, engaging clips from the studio’s classic films and series. Additionally, the “Creator Collection” initiative has brought popular digital influencers onto the platform to produce long-form content centered around core Disney franchises, such as Badlands (the upcoming Predator film) and the live-action remake of Lilo & Stitch.

According to D’Amaro, the focus on short-form content and influencers is strategically aimed at capturing the attention of Generation Alpha—the future core audience for Disney. Based on early engagement data from these viewers, the company plans to allocate its upcoming intellectual property investments, prioritizing the Zootopia franchise and Pixar’s upcoming project Hoppers.