Streaming wars in the US: the winners and losers of 2024 revealed
This is what market share and momentum of each service currently looks like according to the latest JustWatch data
KOSTAS FARKONAS
PublishED: January 29, 2025

When it comes to streaming services, the US market is among the most mature yet volatile: one can’t expect great surprises from one year to the next, but new trends influencing the entertainment industry as a whole can often be identified in North America first. As a result of the streaming wars taking place in the US for the better part of a decade, film and TV show fans have never had it so good when it comes to entertainment content choices: there are more than 20 different streaming services delivering all types of movies or series straight to their TV sets, literally at the touch of a button. Which ones prove to be the most popular, though, based on consumer interest, not just subscription numbers?
This is where JustWatch comes in: a service that collects and presents information on every movie or TV show featured in practically every streaming service operating around the world today, all in one place. Visitors can create a free account, pick their country of residence – content is often different or even unavailable in various regions – define the streaming services they are interested in and get recommendations based on their preferences and searches. Consumers can then use the same account on the free JustWatch apps available for their Smart TV, streaming device, smartphone or tablet in order to always have new suggestions available on what’s hot and recommended on every streaming platform.

Based on traffic and usage data – as dictated by information searches, adding titles to a watchlist, marking titles as “seen” etc. – JustWatch is able to put together market share charts that give a pretty good idea of how each of the most popular streaming services is doing in terms of consumer interest. According to JustWatch’s data, this is how things look like in the US streaming market at the moment.
Based on the same data, here is how each streaming service’s market share changed during every month of 2024, ending up roughly where it started from at the beginning of last year in most cases. The only exception of note was Prime Video, which gained a single point of market share – while Netflix lost one in the same time frame – helping it pull ahead in Q4. These two are expected to trade blows all through 2025 in the US market but, as things stand, they will be doing so at a safe distance from every other streaming service including Disney Plus.

Speaking of Disney Plus, it’s fair to say that it failed to gain enough traction in 2024 – although Hulu did grow in a meaningful way last year, kind of evening things out for Disney… maybe? – so Max is still at third place closely followed by Paramount Plus. Apple TV Plus had its usual ups and downs (but ultimately did not lose significant market share), while Peacock did not attract enough interest to make a dent in the US streaming market (yet).
If anything, the most interesting development observed during the past year was the sharp decline and subsequent rise of the “Other” streaming services group. Alternative entertainment platforms seem to have piqued US consumers’ curiosity more than usual as of late, which is somewhat unexpected and refreshingly promising at the same time. It will be interesting to see whether those smaller streaming services as a whole have what it takes to steal a few more percentage points of market share from some of the other contenders of the pack. Roll on, 2025!