Netflix and Amazon Prime Video maintain the broadest household reach among subscription streaming services, but their competitive advantages come from different consumer relationships. Netflix holds the top position in Parks Associates’ annual ranking for the second consecutive year, followed by Prime Video.
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
The top five services retain their positions from the previous year. For Netflix and Amazon, sustaining their leadership requires reinforcing their value as consumers manage growing subscription portfolios.
Netflix competes to remain essential
Netflix’s reach gives it a large audience across which to distribute content costs. Its continuing challenge is to support subscription pricing with programming and an experience that keeps consumers returning. Advertising expands its pricing options.
Parks Associates research shows that 51% of Netflix subscribers use an ad-supported tier, A lower-cost plan gives price-sensitive households another way to maintain access while creating advertising inventory.
The business opportunity depends on the combined revenue those subscribers generate. A larger advertising-supported audience does not, by itself, establish higher profitability.
Netflix must balance subscription revenue, advertising performance, and the cost of delivering content that supports regular viewing.
Amazon competes through broader membership value
Amazon Prime Video benefits from its place within a membership that includes benefits beyond entertainment. Consumers evaluating whether to retain Prime can consider several sources of value, giving Amazon a different relationship with household budgets.
Parks Associates research shows that 67% of Amazon Prime Video subscribers use an ad-supported tier. This creates a substantial advertising opportunity, but household reach must translate into viewing time for that opportunity to deliver.
Membership access and active engagement are different measures. Prime Video still needs programming, discovery, and a viewing experience that encourage consumers to use the service consistently.
Netflix’s opportunity centers on remaining an essential entertainment subscription. Amazon’s centers on making video a frequently used benefit within a broader membership. For both, the next phase of competition depends on converting extensive reach into sustained engagement and revenue.
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.
