Research firm addresses fierce competition for streaming services as 46% of all US internet households embrace free ad-based services
Parks Associates has released its annual “Top 10 List of US SVOD Services,” based on estimated numbers of subscribers through September 2025 from the firm’s Streaming Video Tracker. The top two streaming leaders switched positions from 2024, with Netflix now above Prime Video and Hulu taking third position over Disney+.
Hulu’s leap past Disney+ this quarter is due to its agreement with Charter to distribute Hulu 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.
Parks Associates estimates that 91% of all US internet households have a streaming service and 46% are now using free ad-based services, creating incredible competition for subscription streaming services. Roughly 80% of leading SVOD players now operate a subscription plus advertising model.
“Hulu’s jump past Disney+ is a result of smart distribution strategy,” said Michael Goodman, Senior Contributing Analyst, Parks Associates. “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.”
2025 Top 10 List of US SVOD (Subscription Streaming Video) Services
- Netflix
- Prime Video
- Hulu
- Disney+
- Peacock
- Paramount+
- HBO Max (Max)
- Apple TV+
- YouTube Premium
- ESPN+
Disney also made significant 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.
With Warner Bros. Discovery reportedly exploring strategic options, a potential sale to a major streaming rival like Netflix, Disney, or Amazon could further accelerate industry consolidation and reshape the balance of power.
Parks Associates will share this data and more at the eighth annual Future of Video, November 18-20, Marina del Rey, California. The executive conference is sponsored by Broadpeak, Philo, InterDigital, Skreens, SlingTV, TiVo, TheDesk.net, and OTTx.
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 is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. A woman-owned and woman-led company, Parks Associates is a trusted partner and advisor to executives, providing custom research, strategic consulting, and forward-looking analysis across smart home, small business, and commercial markets, including security, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.
Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship 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 eighth annual Future of Video at the Marina del Ray Marriott in California, Tuesday-Thursday, November 18-20. www.futureofvideo.us
