Netflix Reigns Supreme in the Latest US SVOD Rankings, Surpassing Competition Yet Again

Netflix Continues to Dominate the SVOD Market

In a recent release by Parks Associates, Netflix has once again secured the top spot in the annual list of the leading subscription video-on-demand (SVOD) services in the USA. This marks the second year in a row that Netflix has triumphed over its contenders, showcasing its stronghold in a competitive market.

As of September 2026, the top five streaming services have remained consistent, with Netflix leading the pack, followed closely by Prime Video, Hulu, Disney+, and Peacock. Notably, HBO Max has advanced, overtaking Paramount+ to claim a position within the lower half of the rankings.

Parks Associates’ “Streaming Video Tracker” highlights the growing number of SVOD services across America, with a staggering 275 estimated SVOD services currently vying for viewer attention. This competitive landscape also features 141 advertising-based video-on-demand (AVOD) services and 60 free ad-supported streaming TV (FAST) platforms, indicating a diverse array of business models within the streaming sector.

Michael Goodman, the Director of Entertainment Research at Parks Associates, reflected on HBO Max’s standing, attributing its rise to a robust library of legacy titles like The Sopranos and Game of Thrones, combined with new hit originals such as The Pitt and House of the Dragon. With Warner Bros. Discovery’s acquisition of this platform, a strong focus lies ahead on content strategy, bundling, and pricing to maximize subscriber growth while managing debt accumulated during acquisitions.

In the data gathered, Netflix now reaches an impressive 67% of US internet households, a slight increase from the previous year’s 64%. However, they face the ongoing challenge of balancing higher subscription revenues with retaining existing customers. Advertising made up only 3.3% of Netflix’s total revenue in 2025, prompting the company to reevaluate its advertising strategy and find new ways to enhance revenue per subscriber. According to market trends, consistent programming, an exceptional user experience, and tangible value are vital to justify any subscription price increases.

Apple TV, while having a smaller library than competitors, has shown growth, now reaching 22% of US internet households. This success is underpinned by producing high-quality content, as evidenced by winning 28 Emmys at the 78th Primetime Emmy Awards, surpassing both HBO Max and Netflix.

Parks Associates’ research indicates that a significant portion of subscribers on platforms like Disney+ (58%) and Hulu (69%) are using ad-supported tiers. This trend opens lucrative monetization pathways through a combination of subscription fees and advertising. Goodman emphasized that the upcoming phase of SVOD competition will hinge greatly on how well these providers manage their pricing structures, advertising revenues, and customer retention efforts.

Interestingly, while 54% of US internet households subscribe to five or more SVOD services, the overall household spending on video content has remained stable, illustrating that consumers are willing to juggle multiple subscriptions but aren't necessarily willing to spend more on them.

The future of SVOD services is set to be discussed at the ninth annual Future of Video Business of Streaming event, scheduled for November 17-18 in Marina del Rey, California. This gathering will feature industry leaders and offer further insights into evolving trends and strategies shaping the streaming video landscape.

Parks Associates’ continuously updated Streaming Video Tracker provides comprehensive access to data and insights on over 300 North American streaming services, serving as a vital resource for understanding this fast-evolving industry. For those interested in the latest data or a service demo, inquiries can be directed to Mindi Sue Sternblitz-Rubenstein at Parks Associates.

As the competition heats up in the SVOD world, all eyes will certainly remain on Netflix to see how it adapts to growing challenges while continuing to entertain its massive audience.