Parks Associates has released its updated list of the top 10 US subscription streaming video services, based on estimated numbers of subscribers through September 2024 from the firm’s Streaming Video Tracker. The top two streaming leaders maintained their market position from 2023, with Prime Video in the top position above Netflix.

Parks Associates estimates that 88% of all households have a streaming service and 42% are now using ad-based services, creating incredible competition for subscription streaming services. The 2024 Top 10 list shows Disney+ taking the third position and pushing Hulu to fourth. Peacock cracked the top five for the first time, jumping ahead of MAX and Paramount+. YouTube Premium held onto its 10th position

“Tracking the changes at the top of the market over the past five years reveals the extent of rebranding and consolidation shaping this market,” said Jennifer Kent, VP, Research, Parks Associates. “Showtime, which was in the top 10 back in 2020 and 2021, no longer exists as a standalone SVOD service and is now a premium add-on tier for Paramount+. We expect to see more premium content used to differentiate subscription tiers or create content bundles, giving consumers choice in how to build their packages.”

2024 Top 10 US Subscription Streaming Video Services

1. Prime Video

   • Calculations for Prime Video are first made by estimating how many US Households have a Prime Membership account and then how many of households have set up Prime Video  - meaning they’ve downloaded the app on some platform. The simple scale of the Prime membership base keeps that total reach high, even if the core number of engaged viewers watching a lot of video is smaller for that service.

   • Prime Video introduced major improvements to its user experience, such as enhanced navigation and improved content recommendations powered by AI.

2. Netflix

   • Netflix continues to grow paid memberships even while being very saturated in the US; the ad-based tier accounts for over 50% of sign-ups in countries where that plan is available. 

   • In Parks Associates surveys, Netflix enjoys an industry-leading Net Promoter Score of 44, and among the lowest levels of churn, tied with Prime Video.

3. Disney+

   • For years, companies like Disney bundled popular channels like ESPN with less desirable ones, forcing distributors to include them in basic packages, but as more people turn to streaming and have grown accustomed to on-demand content, this old model is being pushed aside.

   • Disney has announced the launch of "My Disney," a new unified login system designed to simplify access to all of Disney's streaming services, including Disney+, Hulu, ESPN+, and Disney’s TV network apps.

4. Hulu – SVOD

   • This year Disney integrated the interfaces for Hulu and Disney+ so that if you subscribe to both and log in to Disney+ you see Hulu as an option within Disney+.

   • Hulu, Disney+, and Max have launched a discounted streaming bundle in the U.S., offering up to 38% savings.

5. Peacock

   • While Peacock is still not profitable, the service has seen success with exclusive rights to some NFL games and Olympic coverage.

   • While the service has increased prices, the Paris Olympics (July 26 to August 11) have circumvented any negative impact on subscriber growth.

6. MAX

   • Max has launched a number of new partnerships throughout the year, offering free or bundled subscriptions with services like Chegg Study, DoorDash, and NFL Sunday Ticket subscribers on YouTube TV.

   • Max has also expanded their content catalog with content from Cartoon Network after the standalone service shut down.

7. Paramount+

   • Paramount has also expanded content offerings and partnerships, such as with Charter Communications now offering the ad-supported Paramount+ Essential plan to Spectrum TV Select and Mi Plan Latino customers at no additional cost.

   • Skydance Media has renewed its $1.75 billion bid to acquire Paramount. The outcome of this offer remains uncertain, and the potential impact will be seen in the future as developments unfold.

8. Apple TV+

   • Apple TV+ is working on improving reach with new bundles such as Comcast’s “StreamSaver” bundle and a way for those with Android devices to watch the service.

   • Despite critical acclaim with shows like Ted Lasso and Severance, Apple TV+ has lagged behind competitors in subscriber numbers. By integrating Apple TV+ into Prime Video’s ecosystem can help attract new customers, particularly those unfamiliar with the platform and/or without Apple devices.

9. ESPN+

   • Disney and DirecTV resolved a dispute this year that restored customer access to ESPN just in time for major sports events like college football and “Monday Night Football.”

   • Disney started enforcing password-sharing restrictions on Disney+, Hulu, and ESPN+, introducing paid sharing and increased prices this year, reinforcing the industry-wide focus on reducing revenue loss and building profitability.

10. YouTube Premium

    • In February, YouTube announced that YouTube Music and Premium reached 100 subscribers globally, which places about a fifth of subscribers in the US. In Parks Associates Q3 2023 survey, 57% of US internet households watch free ad-based YouTube and 12% rented or downloaded a show or movie in the past 30 days.

    • YouTube has also made great use of all possible business models with 50% of US internet households watching free ad-based YouTube in the past 30 days.

Parks Associates’ Streaming Video Tracker includes access to an online platform providing data and insights regularly updated regarding more than 300 North American streaming services. Details include content and subscriber estimates for current players, impact of new entrants, churn, NPS, and trends in the market.  Services tracked include subscription, transactional, ad-supported, and hybrid models that deliver professionally created content to consumers on internet-connected devices.