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Priyanka Chopra Jonas in Prime Video's "Citadel".

JustWatch: Prime Video Edges Netflix in Q2 U.S. Market Share

July 6, 2023

Amazon’s Prime Video is now the top subscription streaming service in the country in the first six months of the year, according to new research from JustWatch.

Prime Video ended the second quarter (June 30) with an estimated 21% market share, compared to 20% for Netflix, according to Berlin-based JustWatch, which tracks the weekly streaming video habits, including digital retail and rental, of 40 million users across 59 markets, including 10 million in the United States.

That’s a significant accomplishment considering Netflix has dominated Nielsen’s weekly at-home Top 10 content streaming since it began tracking the SVOD behemoth. At the same time, Amazon remains largely secretive of its global Prime Video subscriber base, with the last disclosed global tally around 150 million.

Hulu finished the quarter with an 11% share, behind Max and Disney+ with 15% and 13%, respectively. Max and Disney+ also face a similar Netflix/Prime Video challenge, with a narrow 2% gap separating the two.

 

JustWatch said the newly rebranded Max (formerly HBO Max) saw positive market share growth in Q2, gaining 1%. Paramount Global’s Paramount+ also saw a 1% increase in market share. On the flipside, Disney+ and Hulu saw 1% declines in market shares, respectively.

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