Streaming accounts for 36% of all TV viewing time. This shows that the popularity of streaming services has grown widely worldwide, and the services are now available in the majority of households.
Of these streaming services available, Netflix is the most popular and preferred by most streaming audiences. As a result, Netflix has the highest streaming market share in most regions worldwide, including the United States, Canada, the United Kingdom, Japan, etc.
In this article, we will examine more details about the streaming service market share in the United States and in different countries worldwide, the Music streaming market share, and the most preferred streaming device worldwide.
Streaming Service Market Share: Top Picks
- In the United States, Amazon Prime Video and Netflix lead the video streaming market, each holding a 22% share.
- Netflix reigns supreme in Canada, capturing 24% of the streaming market.
- 56.7% of households in the United Kingdom subscribed to Netflix (as of December 2023).
- In Japan, Netflix is the top streaming service, commanding 21.7% of the subscription video-on-demand (SVOD) market.
- Globally, Spotify is the favorite music streaming service, with 31.7% of users choosing it.
- With nearly half of the streaming users preferring Roku to stream content, it has emerged as the most preferred OTT streaming device in North America and LATAM.
US Video Streaming Market Share
Amazon Prime Video and Netflix dominate the video streaming service market in the United States, each with 22% of the market share.
The majority of the residents in the United States prefer to stream content on Amazon Prime and Netflix.
Max and Disney Plus were the second and third most popular choices of the country’s video streaming audience.
Also, the same share of the video streaming audience in the US preferred Paramount+ and Apple TV to stream their favorite content. However, the share of the audience that preferred these platforms was relatively low.
Checkout streaming service market share chart below:
Here is a table displaying the market share of the popular video streaming platforms in the United States recorded as of the 2nd quarter of the year 2024.
| Video Streaming Platforms In The US | Market Share |
|---|---|
| Amazon Prime Video | 22% |
| Netflix | 22% |
| Max | 14% |
| Disney+ | 11% |
| Hulu | 10% |
| Paramount+ | 9% |
| Apple TV+ | 9% |
| Other | 3% |
Source: Statista.
Looking for detailed Video Streaming Statistics? No worries, we have got you covered with the detailed statistics on Video Streaming
Streaming Market Share In Other Countries
In this section, we will explore the latest facts and figures about the streaming market share recorded in different countries worldwide, such as the United Kingdom, Canada, Japan, etc.
Streaming Service Market Share In Canada
With 24% of the market share, Netflix is the most popular streaming service in Canada.
After Netflix, Amazon Prime Video is the next most popular streaming service in the country and has a market share of 23%.
Disney+ and Crave are the other most popular streaming services in Canada.
Here is a table displaying the most popular streaming services in Canada by their market share.
| Streaming Services | Market Share |
|---|---|
| Netflix | 24% |
| Prime Video | 23% |
| Disney+ | 18% |
| Crave | 12% |
| Paramount+ | 8% |
| Apple TV+ | 5% |
| Others | 11% |
Source: CultMTL
Streaming Service Market Share In The United Kingdom
56.7% of households in the United Kingdom subscribed to Netflix as of December 2023.
More than half of the households in the country preferred Netflix over other streaming services.
The second most used streaming service in the country was Amazon Prime, with 43.1% of the households being subscribed to it. That amounted to over 2 in 5 households in the country.
Other popular streaming services in the country were Disney Plus and Paramount Plus.
Besides, just observed in the United States streaming market share, the user share of Paramount+ and Apple TV+ is similar in the United Kingdom.
Here is a table displaying the usage share of the most popular services in the streaming market:
| Streaming Services | User Share In The United Kingdom |
|---|---|
| Netflix | 56.7% |
| Amazon Prime | 43.1% |
| Disney+ | 35.6% |
| Paramount+ | 6.9% |
| Apple TV+ | 6.9% |
| NOW | 6.3% |
Source: Finder
Streaming Service Market Share In Japan
Netflix is the most popular streaming service in Japan, with 21.7% of the SVOD market share.
U-Next, a local streaming service, is the second most popular streaming service in the country and has a market share of 15%.
Amazon Prime Video is the third most popular streaming service, while DAZN and Disney+ follow it.
Apart from the global services that are popular worldwide, Japan is home to a significant share of local streaming services, which are preferred by a large share of the country’s streaming audience.
Here is a table displaying the most popular streaming services in Japan according to their market share.
| Streaming Services In Japan | Market Share |
|---|---|
| Netflix | 21.7% |
| U-Next | 15% |
| Amazon Prime Video | 12.9% |
| DAZN | 9.7% |
| Disney+ | 8.9% |
| Hulu | 6.3% |
| Docomo Anime Store | 4.7% |
| Lemino | 4% |
| Telasa | 2.6% |
| Abema Premium | 2.4% |
| FOD | 1.9% |
| DMM TV | 1.5% |
| Paravi* | 0.9% |
| Anime Hodai | 0.7% |
| Other services | 6.7% |
Source: Statista.
Check out detailed Hulu Statistics here.
Music Streaming Service Market share
Spotify is the most popular music streaming service worldwide, with 31.7% of the users preferring it.
Apart from that, Tencent Music is the second most popular music streaming service worldwide and 14.4% of music streaming users are subscribed to it.
Apple Music and Amazon Music are the other most popular music streaming platforms worldwide and are preferred by approximately 1 in 8 and 1 in 9 users, respectively.
Here is a table displaying the most popular music streaming services worldwide according to their user share as of Q3 2023.
| Music Streaming Service | User Share |
|---|---|
| Spotify | 31.7% |
| Tencent Music | 14.4% |
| Apple Music | 12.6% |
| Amazon | 11.1% |
| YouTube Music | 9.7% |
| NetEase | 6.7% |
| Yandex | 3.4% |
| Deezer | 1.3% |
| Other | 9.7% |
Source: Statista.
Which Streaming Service Has The Largest Market Share?
Netflix has the largest streaming service market share worldwide.
It is the most popular streaming service in the majority of the regions worldwide.
Currently, 30.29% of Netflix users are from the United States and Canada, while 33.84% of Netflix users are from the EMEA region.
Further, 18.12% of the user share of the streaming platform users are from the Asia Pacific region, and 17.74% of users are from Latin America.
Here is a table displaying the distribution of Netflix users by region.
| Region | Number of Netflix Users |
|---|---|
| Europe, Middle East, and Africa | 93.96 million |
| U.S. and Canada | 84.11 million |
| Asia Pacific | 50.32 million |
| Latin America | 49.25 million |
Source: Statista.
What Is The Most Popular Streaming Device Market Share?
With nearly half of the streaming users preferring Roku to stream content, it has emerged as the most preferred OTT streaming device in North America.
The second most preferred OTT streaming device is Samsung, with 21% of the market share.
Recently, Amazon Firestick emerged as the new contender in the OTT streaming devices market. It has managed to grab 13% of the market share, leaving Apple behind.
Here is a table displaying the market share of the most preferred streaming devices in North America as of 2023:
| Streaming Device | Market Share |
|---|---|
| Roku | 50% |
| Samsung | 21% |
| Amazon | 13% |
| Apple | 5% |
| LG | 4% |
| Vizio | 4% |
| Xiaomi | 1% |
| Microsoft | 1% |
| Chromecast | <1% |
| MXQ | <1% |
Source: Pixalate
In the LATAM region, Roku was the most preferred device for streaming services, with 44% of the share.
LG was the second most preferred streaming device, with 21% of the market share. Meanwhile, Samsung stood in the third position with a market share of 13%.
Here is a table displaying the Market share of streaming devices used in the LATAM region.
| Streaming Device | Market Share |
|---|---|
| Samsung | 44% |
| LG | 21% |
| Samsung | 13% |
| Amazon | 5% |
| Hisense | 4% |
| Scishion | 2% |
| TCL | 2% |
| Chromecast | 1% |
| MXQ | 1% |
| Xiaomi | 1% |
Source: Pixalate
Samsung is the most preferred streaming device in the APAC region, with 21% of the market share.
Unlike other regions, where Roku has the highest share among streaming devices, Samsung has the highest share in the APAC region.
Chromecast is the second most preferred streaming device in the region while, Rolu here stands at the third position.
Here is a table displaying the distribution of the streaming devices in the APAC region by their market share.
| Streaming Device | Market Share In The APAC Region |
|---|---|
| Samsung | 21% |
| Chromecast | 15% |
| Roku | 14% |
| Apple | 9% |
| Xiaomi | 8% |
| Jio | 7% |
| LG | 6% |
| Hisense | 5% |
| Sony | 3% |
| Amazon | 3% |
Source: Pixalate
Conclusion: Netflix And Prime Dominate The US Streaming Market!
As of Q2 2024, Amazon Prime and Netflix are the most popular streaming services in the United States, with 22% of the market share each.
Besides, in Canada, Netflix remains the leading streaming service, capturing 24% of the market. Similarly, in Japan, Netflix holds a significant 21.7% share of the SVOD market. Netflix, Amazon Prime, and Disney Plus are the most popular streaming services worldwide with a significant market share.
On the other hand, Spotify is the most popular music streaming service, with nearly one-third of users preferring it over other platforms.
