Netflix has supplanted Prime Video as the No. 1 subscription streaming VOD service in subscribers, according to new data from Parks Associates, based on estimated numbers of subscribers through September. The top two streamers switched positions from 2024, with Hulu taking the No. 3 spot over Disney+.

Hulu’s upward movement is due to its agreement with Charter to distribute the service to Charter Select subscribers and reflects the growing influence of broadband partnerships in the streaming landscape. The Charter deal highlights how distribution strategy, not just content, is an important factor in shaping market leadership, according to Parks.

Parks estimates that 91% of all U.S. internet households have a streaming service and 46% are now using free ad-based services, creating competition for subscription streaming services. Roughly 80% of leading SVOD players now operate a subscription plus advertising model.

“Hulu’s jump … is a result of smart distribution strategy,” Michael Goodman, senior contributing analyst at Parks, said in a statement. “The Charter deal gave Hulu instant access to millions of households, reinforcing how vital partnerships between broadband providers and streamers have become in defining the new entertainment bundle, and the ability to scale.”

Disney has made changes to its apps, integrating Hulu, Disney+ and ESPN+ and creating a unified ecosystem that amplifies cross-promotion and advertising potential. This convergence allows Disney to deliver a more targeted, data-driven ad experience and position its streaming portfolio as one of the most powerful advertising platforms in the market, according to Parks.

With Warner Bros. Discovery reportedly exploring strategic options, a potential sale to major streaming rivals Netflix, Disney+, or Prime Video could further accelerate industry consolidation and reshape the balance of power, according to Goodman.

From the article, "Parks: Netflix Returns Atop U.S. SVOD Services in Subscribers" by Erik Gruenwedel