Research firm hosts ninth annual Future of Video, November 17-18 in Marina Del Rey

Parks Associates today released its annual “Top 10 List of US SVOD Services,” based on estimated numbers of subscribers through September 2026 from the firm’s Streaming Video Tracker. The top five streaming services held the same positions, with Netflix holding the top position ahead of Prime Video for the second year in a row, while HBO Max jumped ahead of Paramount+ to lead the bottom five.

Parks Associates’ Streaming Video Tracker identifies 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.  The firm also identifies 243 premium SVOD services, 85 transactional video-on-demand (TVOD) services, 110 FAST channels, 55 ad-supported SVOD services, and eight virtual multichannel video programming distributors (vMVPDs).
 
“HBO Max couples a deep library of legacy titles, including The Sopranos, The Wire, Game of Thrones, and Friends, with hit new originals such as The Pitt and House of the Dragon,” said Michael Goodman, Director, Entertainment Research, Parks Associates. “Gaining access to HBO Max’s award-winning content library is one of the things that made Warner Bros. Discovery (WBD) attractive to Skydance. Now that the acquisition is complete, the focus shifts to content strategy, bundling, and pricing, as well as how much the company can invest in streaming growth while managing significant acquisition debt.”

Top 10 SVOD 2026

2026 Top 10 List of US SVOD (Subscription Streaming Video) Services

1.    Netflix
2.    Prime Video 
3.    Hulu
4.    Disney+ 
5.    Peacock
6.    HBO Max
7.    Paramount+ 
8.    Apple TV
9.    YouTube Premium 
10.    ESPN Select 

Additional insights into the streaming video services market:

  • Netflix reaches 67% of US internet households, up from 64% a year earlier. Netflix's challenge is balancing higher subscription revenue with customer retention. In 2025, advertising accounted for only 3.3% of Netflix’s total revenue, and more recently, Netflix rolled back its projections for advertising revenue. Given the importance of subscription revenue, Netflix must create opportunities to increase revenue per subscriber, but continued price increases must be supported by a consistent flow of programming, a strong user experience, and perceived value.
  • Apple TV reaches 22% of US internet households, up from approximately 20% in Q3 2025. While its library is smaller than that of its competition, its quality cannot be denied. Apple TV won 28 Emmys at the 78th Primetime Emmy Awards, leading all networks and streaming services, including HBO Max and Netflix, in total wins for the first time in its history.
  • Parks Associates research shows that 58% of Disney+ subscribers and 69% of Hulu subscribers use ad-supported tiers. This creates opportunities to monetize consumers through a combination of subscription fees and advertising.  

“The next phase of SVOD competition will be defined by how effectively providers balance subscription pricing, advertising revenue, and customer retention,” Goodman said. “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.”

Parks Associates will share this data and more at the ninth annual Future of Video: Business of Streaming, November 17-18, Marina del Rey, California. Event sponsors are Adeia, InterDigital, OTT.X, Streaming Women in Media, and TheDesk.net.

Parks Associates’ Streaming Video Tracker includes access to an online platform providing data and insights regularly updated regarding more than 300 North American streaming services. To request data, a service demo, or an interview, contact Mindi Sue Sternblitz-Rubenstein, 972-490-1113.

About Parks Associates

Parks Associates helps companies identify new opportunities, refine strategy, and accelerate growth in connected technology markets through data-driven insights and industry expertise. With more than 40 years of experience, the firm delivers proprietary consumer and industry research, market forecasts, and strategic analysis that guide business decisions across personal, connected home, small business, and commercial technology ecosystems. Parks Associates supports clients in navigating evolving markets including AI, security, smart home, broadband, entertainment, energy, multifamily, smart buildings, and connected health.

The firm also fosters industry growth and collaboration by convening thousands of leaders each year through its flagship executive conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

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About Future of Video: Business of Streaming

Future of Video brings together senior leaders to share insights on new trends in the video and connected entertainment industries, with insights on consumer adoption, churn, and spending. The event provides insight into successful OTT strategy deployments, challenges for pay-TV providers, the role of connected CE in the growth of video viewing, new content formats, and the overall impact to the video market.

Parks Associates will host the ninth annual Future of Video at the Marina del Ray Marriott in California, November 17-18. www.futureofvideo.us