Netflix leads US SVOD rankings as HBO Max pushes past Paramount+

Parks Associates’ Streaming Video Tracker identified 275 subscription video-on-demand (SVOD) services, 141 advertising-based video-on-demand (AVOD) services, and 60 FAST platforms in the US market, highlighting the growing diversity of business models competing for consumer attention and advertising revenue. 

Netflix reportedly reaches 67% of US internet households, up from 64% a year earlier. It topped Park Associates' list, putting it ahead of Prime Video in second, Hulu in third, Disney+ in fourth, and Peacock in fifth. HBO Max comes in sixth, followed by Paramount+, Apple TV, YouTube Premium, and ESPN Select.

Parks Associates noted that Apple TV reaches 22% of US internet households, up from approximately 20% in Q3 2025. Its research also shows that 58% of Disney+ subscribers and 69% of Hulu subscribers use ad-supported tiers.

Michael Goodman, Director, Entertainment Research, Parks Associates, said: “The next phase of SVOD competition will be defined by how effectively providers balance subscription pricing, advertising revenue, and customer retention. Our research shows that 54% of US internet households subscribe to five or more SVOD services, yet household video spending is relatively stable. Consumers are willing to maintain multiple subscriptions, but providers cannot assume that more subscriptions will translate into more spending.”

Netflix recently introduced AI Discover, a tab on its TV app that gives a small group of members access to new discovery experiences. Discover more here.