US Streaming Market Shift: Netflix Leads, Apple TV+ Rises

A JustWatch analysis of U.S. streaming activity in Q2 2026 shows Netflix extending its lead to a 20% market share, up one percentage point. Apple TV+ also gained a point, moving to fourth place and overtaking both Hulu and HBO Max, while Peacock added two points and Hulu held steady at 11%. HBO Max fell to 10% share.

The period also featured a slate of new TV and streaming premieres, including Netflix’s "The Apartment Job" and "The Westies" on MGM+, Paramount+’s "MobLand," and ESPN2’s WNBA documentary series "Life In The W." ITV Studios announced a celebrity version of "Come Dine With Me" for the Philippines on HBO Max. Additionally, Vevo introduced a nostalgia‑targeting ad layer, and the Media Rating Council released interim guidance on the use of AI in media measurement.