The market at a glance

• Highest market presence: Netflix holds the top position across all primary metrics, leading the industry in aided awareness (92%), consideration (79%), current subscriber (74%), and preferred brand status (39%).
• Conversion Benchmarks: While Netflix maintains the industry’s most efficient funnel, Prime Video (18%) and Hulu (15%) emerge as the strong challengers in converting brand awareness into preferred brand status.
• Performance and service leaders: Netflix leads across all five dimensions, with Prime Video and Hulu close behind as strong all-round performers. All three set the industry benchmark for brand trust, scoring 90–92%.

Initial Findings from the US Video Streaming Market

The US video streaming landscape is currently led by Netflix, which maintains the highest market presence across all tracking metrics: 92% aided awareness, 79% consideration, 74% current subscriber, and 39% preferred brand. The closest competitors in terms of combined awareness and primary choice are Hulu (82% awareness, 61% consideration, 52% current subscriber, 15% preferred brand) and Prime Video (79% awareness, 62% consideration, 56% current subscriber, 18% preferred brand).

Beyond total market scale, Netflix also leads the industry in conversion efficiency from awareness to preferred brand choice. Among the broader field, Prime Video and Hulu demonstrate strong movement through the funnel, outperforming peers with similar levels of brand awareness. Disney+, despite solid awareness figures of 80% and high current subscribership of 47%, shows comparatively lower conversion to preferred brand status (7%), suggesting an opportunity to strengthen its value proposition. At a lower level of the funnel, HBO Max, Paramount+, and Peacock operate in a notably similar competitive band, each achieving awareness in the 71–75% range, consideration between 45–49%, current subscriber between 31–37%, and preferred brand share clustered tightly around 5–6%, indicating that none has yet meaningfully differentiated itself from the others in driving ultimate brand preference.

Consumer perception data highlights different brand strengths across the sector. Netflix ranks first for perceived content variety (89%), ease of use (86%), price value (83%), personalization (87%), and uniqueness (88%), making it the strongest performer across all dimensions. Prime Video follows closely, matching Netflix on price value (83%) with strong scores in ease of use (83%) and uniqueness (85%). Hulu also performs well above the market average across all five dimensions, particularly on content variety (86%) and personalization (84%). At the other end of the spectrum, Starz and Apple TV score below the market average across all diagnostics. Brand trust is similarly concentrated at the top of the market, with Netflix (92%), Prime Video (91%), and Hulu (90%) forming a leading tier well ahead of smaller players such as Apple TV (79%), Starz (78%), and Curiosity Stream (64%).

“What stands out in this first wave of data isn’t just Netflix’s dominance. It’s how complete that dominance is, from first recognition all the way to preferred choice,” says Nik Samoylov, Founder of Conjointly. “But Prime Video and Hulu are doing something right too: consumers aren’t just aware of them, they’re choosing and preferring them, and that’s where brand battles are really won.”

The findings are based on a syndicated study of 1,427 US consumers, with 856 respondents qualifying and confirming they currently hold an active, paid subscription to a video streaming service. Participants were recruited via Conjointly’s panel network and compensated for their time, with the sample weighted to national demographics to ensure findings are market-representative.

Explore the US video streaming data at https://brandtracker.conjointly.com/united-states/video-streaming-services/.

About Brand Tracker by Conjointly

Brand Tracker delivers automated brand performance reporting with rigorous, market-representative insights. Businesses across industries can now access statistically weighted brand funnel data, including awareness, consideration, purchase intent and preference.

“We built Brand Tracker because we want to make insights about brand tracking to be accessible to everyone: big and small businesses alike,” said Nik Samoylov, Founder of Conjointly. “Brand Tracker has easy-to-use and easy-to-digest analytics about brand positioning, brand awareness and more, without requiring a six-figure commitment.”

Brand Tracker currently offers US businesses free access to detailed public brand data across five industries. For monitoring of your own brand with advanced analytics and real-time dashboards, Priority Access starts from the industry-breaking price of $4,000 per year, a fraction of traditional agency costs. Custom tracking solutions are also available for businesses with specific needs.

About Conjointly

Conjointly started as a simple online tool for conjoint analysis in 2016 and has since evolved into an industry-leading market research platform. Conjointly holds ISO 20252:2019 (Sampling), ISO 27001:2022, ISO 27701:2019, and SOC 2 Type II certifications, and is a member of the Insights Association and the British Healthcare Business Intelligence Association.

Conjointly’s tools address the most common pricing and product research problems and are supplemented with expert support and guidance from experienced researchers. With thousands of projects performed on the platform, Conjointly is the go-to research place for hundreds of clients.