HBO Max is expanding its reach, but its next challenge is turning demand for premium programming into subscriptions that consumers maintain throughout the year. Parks Associates research shows that HBO Max reaches 33% of U.S. internet households, up from 29% in Q3 2025. The service also moves ahead of Paramount+ in
Parks Associates’ 2026 Top 10 List of US SVOD Services, placing sixth.
The 2026 Top 10 US SVOD Services
Parks Associates ranks the services based on estimated subscriber numbers through September 2026:
- Netflix
- Prime Video
- Hulu
- Disney+
- Peacock
- HBO Max
- Paramount+
- Apple TV+
- YouTube Premium
- ESPN Select
HBO Max’s position reflects the competitive value of its programming library. Maintaining that position requires the service to demonstrate why its content deserves a continuing place in household entertainment budgets.
Among subscribing households, the average number of pay-TV and SVOD subscriptions increased to 6.7 between Q1 and Q3 2026, while monthly spending remained approximately $113. Consumers are maintaining more subscriptions while closely managing their total spending.
Premium content and affordable access
HBO Max’s adv-supported tier plays an important role in making its content accessible. Parks Associates research shows that 55% of HBO Max subscribers use an ad-supported tier, highlighting the importance of lower-cost options even for a service associated with premium entertainment.
This creates two related priorities: preserving the appeal of higher-priced subscriptions while generating sufficient subscription and advertising revenue from consumers choosing a lower-cost plan. Ad loads, repetition, and the viewing experience all influence that balance.
The opportunity and tradeoffs of bundling
Parks Associates research shows that 38% of households subscribe to both HBO Max and Paramount+. That overlap creates an opportunity for combined offers, but it also raises a revenue question. A discounted package could improve retention while reducing spending among households already paying for both services.
Any closer integration would require decisions about content availability, service positioning, and pricing. The value to consumers depends on how clearly the offering improves their entertainment choices.
HBO Max’s long-term opportunity is to build on its content library with consistent discovery, accessible pricing, and compelling programming between major releases. Subscriber growth establishes momentum. Keeping those households engaged will determine how much value that growth brings.
For ongoing streaming market intelligence, Parks Associates’ Streaming Video Tracker provides regularly updated data and insights on more than 300 North American streaming services. Contact Parks Associates to request additional information or a demonstration.
