Prime Video has largest market share of U.S. streaming customers
Prime Video has largest market share of U.S. streaming customers
New data from Just Watch shows Prime Video edges out even Netflix in terms of domestic market share.
Which streamer is the biggest? It really depends on how you measure it. If the question is measured by total subscribers, there’s no denying that Netflix and its more than 282 million account holders is the winner. But market share is just as important a statistic, particularly in the United States. A new survey from Just Watch, as reported by 9to5 Mac, shows that Prime Video laid claim to the largest streaming market share in the U.S. during 2024.
Key Details:
- Prime Video claimed a market share of 22% across the length of 2024.
- Netflix was barely edged out for the top spot, coming in with a 21% market share.
- Max, Disney+, and Hulu all have higher than 10% shares on their own.
According to the data from Just Watch, Prime Video stayed above 20% market share over the entirety of 2024 and ended the year with 22% — good for the top spot in the United States. However, there is reason to question if Prime Video’s success is due to its content library, or its presence as part of the larger Amazon Prime bundle, however.
Data from a recent survey fielded by TVB calls that point further into question. TVB found that only 4% of all Prime Video customers are signed up to the streamer itself; the vast majority receiving access to the streamer as part of their larger Amazon Prime membership.
Compare that to a service like Netflix, which captured 21% of market share in 2024. That streamer has no e-retail elements, and people certainly aren’t flocking to the platform to play its mobile games. Netflix earns its market share based on the strength of its programming alone, which likely means that it is the actual owner of the market share crown.
Max followed Netflix with 13% market share over the course of 2024, then came Disney+ in fourth place (12%), and Hulu (11% ). No other streamer in the U.S. ended 2024 with a market share of 10% or greater.
Click image to expand.
The survey probably holds the worst news for Peacock, which is still trying to achieve profitability despite growing to 36 million subscribers as of the end of the third quarter in 2024. The data from Just Watch shows that it only pulls a market share of 1%, while streamers like Apple TV+ and Paramount+ get between 7% and 9%.
Market share isn’t the only important statistic when it comes to measuring a streamer’s popularity, but it is a key metric that can show where consumer interest really lies. Prime Video and Netflix can be proud of the market share they captured in the U.S. in 2024, but other services clearly have some work to do.
Amazon Prime Video
Amazon Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Amazon Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.