October 6, 2021
After sluggish starts, subscription streaming platforms HBO Max and Apple TV+ saw upticks in consumer traction in the third quarter (ended Sept. 30), according to new data from JustWatch, the international streaming guide that tracks more than 20 million users per month across 54 countries.
In addition to Amazon Prime Video, Apple TV+ and HBO Max market share grew by 1%, while Netflix, the largest and oldest platform, lost 1% of its market share. Apple TV+, with fewer than 20 million subscribers, has seen growth over the last two quarters.
Max has the strongest quarter after demonstrating significant month over month growth since July. The platform ended the most-recent quarter with 47 million paid HBO and HBO Max subscribers. The platform expects to have 120 million to 150 million subs for Max and HBO by the end of 2025. Apple TV+ has been growing steadily since February.
Regardless, Netflix, Prime Video and Disney+ still dominate SVOD market, with the latter just ahead of sister platform Hulu, followed by Max, TV+, Showtime, Paramount+ and Discovery+, among others.