1. Market Share & Usage Patterns
Amazon Prime Video leads the U.S. market with about 22% share, narrowly edging out Netflix’s ~21%. In Canada and the UK, Netflix maintains stronger dominance at ~24–27% share.
Nielsen data shows YouTube has surpassed Netflix in U.S. total TV viewing share—about 12–13% view time vs. Netflix’s ~8%, making it the single largest platform by viewer engagement.
Other major players like Disney+ (incorporating Hulu & ESPN+) hold ~12% of viewing share; Max, Hulu, Apple TV+, etc., collectively take around 6–7%.
2. Subscriber Totals & Financial Performance
Netflix: Over 300 million global subscribers, with record revenue predicted at $43–44 billion in 2025, and net income around $9 billion. Ad-supported tiers now make up ~55% of new sign-ups.
Amazon Prime Video: Estimated ~175 million subscribers globally (via Prime bundle), though profitability remains unclear since streaming is tied to broader Amazon retail membership.
Disney+ bundle (Disney+, Hulu, ESPN+): ~183 million combined subscriptions, with advertising-supported tier user base at 164 million globally. Streaming division turned profitable, reversing a loss into ~$346 million in operating income.
3. Content Strategy & Innovation
Netflix
Continues to invest heavily in global originals and sports, airing its first NFL games (Christmas Day 2024) and WWE content, increasing engagement and diversification.
Has reached a valuation of ~$503 billion in mid-2025 and aims for $1 trillion by 2030 by expanding into gaming, live events, in-person experiences, and leveraging data-led advertising growth.
Amazon Prime Video
Leverages the Amazon ecosystem and Prime membership advantage. Prime Video growth tied to retail subscriptions. Expanding live sports rights, including NFL and UEFA events, to drive engagement.
Disney+ / Hulu / ESPN+
Capitalizes on demand for family, brand-name content from Marvel, Star Wars, and ESPN sports content. Recently secured a $1.6 billion exclusive WWE live-event deal from 2026 and an NFL partnership granting ESPN equity.
Plans to integrate Hulu into Disney+ bundles to streamline operations and reduce overlap.
4. Viewership vs Subscription: Why YouTube Matters
YouTube leads in time spent viewing among streaming platforms—about 11–13% of total U.S. TV viewing, compared to Netflix’s ~8%.
YouTube’s hybrid model of ad-supported free content and YouTube Premium subscriptions with some exclusive originals gives it strong profitability and user reach. Its revenue is expected to hit ~$70 billion in 2025, compared to Netflix’s ~$45 billion.
5. FAST & Emerging Platforms
The Roku Channel is now the most-watched ad-supported streamer, reaching ~2.5% of U.S. viewing share and doubling streaming hours YoY.
Other FAST platforms like Tubi, Pluto TV, and Samsung Free are capturing growing share due to cost-sensitive consumers confronting “subscription fatigue.” Many analysts expect consolidation—some mid-tier streamers may merge or exit in 2025.
6. Sports Streaming: A New Frontier
The streaming sector's investments in sports rights are skyrocketing, estimated at $12.5 billion in 2025.
DAZN leads with one-third share in sports streaming spending.
Amazon, Netflix, and YouTube are accelerating into sports—Netflix holds ~5% of total sports rights spend following NFL/WWE deals, while Amazon increased its share from 18% to ~23%.
📌 Summary Table
Platform U.S. Market Share (~TV Viewing) Global Subscribers Key Strengths Risks/Challenges
YouTube (including Premium) ~12–13% N/A Massive ad-supported reach, top viewer share Less original long-form content
Netflix ~8% ~300M Global originals, new sports, ad-tier growth High content cost, maturing market
Prime Video ~21–22% market share ~175M (via Prime) Bundled access, sports, content value Subscriber counts misleading, profitability unclear
Disney+ / Hulu / ESPN+ ~5–6% ~183M combined Brands like Marvel, integrated sports content Facing consolidation challenges, ARPU pressure
Roku Channel / FAST ~2–3% ~145M households reached Free access via FAST, ad-based growth Limited premium viewership and revenue
🧭 Final Verdict: Who’s Winning?
By subscriber and revenue-focused metrics: Netflix remains the streaming leader, with sustained growth, content diversification, and profitable ad-supported tiers.
By total viewer engagement (TV time): YouTube is now the most dominant platform in the U.S., reshaping how audiences consume content.
By sheer implied market share via bundle penetration: Amazon Prime Video leads U.S. subscriptions, though active usage metrics are less clear.
Disney holds strong in brand-driven, family content and is profitable—especially through live sports distribution and bundling.
Meanwhile, free ad-supported streaming (Roku, Tubi, etc.) is emerging as a meaningful challenger in content-access models.
If forced to crown an overall winner, Netflix remains the premium streaming champion, building revenue, subscribers, and diversification. Still, YouTube’s dominance in viewing time and profitability via ads makes it a disruptive force redefining the war.