JustWatch Reports Shifting Trends in U.S. Streaming Platforms

A recent survey conducted by JustWatch, a leading streaming guide, has revealed notable shifts in viewer engagement across various streaming platforms in the United States for the second quarter of 2025. Analyzing over 35 million engagement signals derived from 20 million users, the report highlights the evolving landscape of streaming video-on-demand (SVOD) services, focusing on the popularity of both movies and television shows from April 1 to June 30, 2025.

The JustWatch U.S. Streaming Catalog Popularity survey, which utilizes a range of user interactions—including click-throughs on streaming offers, watchlist additions, title page views, trailer plays, and completion of viewings—provides a comprehensive snapshot of current consumer preferences. However, it is crucial to note that user searches do not directly equate to actual viewership numbers. The data reflects interests rather than definitive viewing statistics, and the temporal nature of the survey should be considered, as the release of high-profile content can significantly influence viewer engagement levels.

### Overview of Streaming Platforms In terms of movie catalog popularity, Amazon Prime Video emerged as the leader, attributed to its combination of exclusive releases and a strong legacy film collection. Notable titles such as "Accountant 2," which captured the top spot in U.S. streaming charts, alongside strong performances from "Deep Cover" and classic films like "Nosferatu," contributed to this success. Hulu secured the second position in both total and average movie catalog popularity, buoyed by titles such as "28 Weeks Later" and original films like "Anora."

Netflix, while ranking third, maintained its position due to exclusive content, including "The Old Guard 2" and "Heart Eyes." HBO Max outperformed Netflix in average movie popularity, thanks to access to high-profile theatrical releases, with titles like "Mickey 17" and "The Minecraft Movie" drawing significant attention. Disney+ also experienced a resurgence, driven by both new Marvel entries and legacy content like "Captain America: Brave New World."

### TV Show Popularity Analysis When assessing television series, Amazon Prime Video again took the lead, largely due to exclusive series such as the final season of "The Handmaid’s Tale." Netflix closely followed, supported by the final season of the globally popular "Squid Game." Hulu's diverse lineup, which includes animated series and critically acclaimed dramas, allowed it to capture substantial viewer interest.

Apple TV+ distinguished itself in average series popularity with standout titles like "Stick" and "Murderbot," while Disney+ benefited from its franchise strength and original series. HBO Max’s strong offerings, including new seasons of "The White Lotus" and "The Last of Us," solidified its competitive stance in the market.

### Market Share Insights According to the JustWatch report, Amazon Prime Video leads the overall market share in the U.S. with 21%, followed closely by Netflix at 20%. Disney+ has carved out a significant presence at 14%, while HBO Max and Hulu account for 12% and 11% respectively. Apple's platform holds 8%, with Paramount+ at 7%, Peacock at 2%, and Starz at just 1%. Notably, Disney+ demonstrated the most growth, increasing its share by two points since the first quarter, while HBO Max experienced a slight decline.

Year-over-year comparisons reveal that Disney+ exhibited the strongest growth, followed by Hulu, both gaining 1% in market share. Conversely, both Amazon Prime Video and Netflix saw a decrease of 1%, although they continue to dominate the streaming landscape. Notably, HBO Max and Paramount+ reported larger declines of 2% each compared to the previous year.

### Implications and Future Outlook The shifting viewer engagement patterns outlined by JustWatch signal a dynamic environment in the streaming industry, where established players like Amazon Prime Video and Netflix remain dominant but face increasing competition from platforms such as Disney+ and Apple TV+. As consumer preferences evolve, the necessity for high-quality, engaging content will be paramount for platforms aiming to retain and grow their user base.

The implications of these trends extend beyond mere viewer preferences; they suggest a potential for increased fragmentation in the market, where niche platforms may emerge and thrive amidst the competition. As streaming services continue to invest heavily in original content, the landscape is likely to shift further in the coming quarters. Monitoring these trends will be essential for industry stakeholders as they navigate the complexities of viewer demand and engagement in the ever-evolving digital entertainment ecosystem.