Conjointly Brand Tracker, a continuous brand tracking solution covering the US video streaming market, publishes multiple waves of data. This report covers data collected from March through to August 2026.
The market at a glance
- Consistent funnel leader: Netflix held the top position across all four funnel metrics throughout all six waves, reaching 93% aided awareness, 82% consideration, 75% current subscriber status, and 42% preferred brand status by August 2026.
- A challenger on the move: Prime Video overtook Disney+ in aided awareness by April 2026, drew level with Hulu in July 2026, and edged ahead to become the second-most aware brand in the category by August 2026.
- Conversion benchmark: Apart from Netflix, Prime Video set the category’s conversion benchmark, turning 92% of considerers into subscribers in August 2026, on par with Netflix’s own 92% consideration-to-subscription rate and well ahead of Disney+ (86%), Hulu (82%), and HBO Max (82%).
- Diagnostics leader: Netflix and Prime Video consistently led the five brand diagnostics (content variety, ease of use, price value, personalisation, and uniqueness) across all six waves, while Apple TV and Starz sat at the bottom of every dimension throughout the tracking period.
Initial findings from the first six waves of 2026
The US video streaming landscape was led emphatically by Netflix, which maintained the highest score on every tracking metric across all six waves. By August 2026, Netflix recorded 93% aided awareness, 82% consideration, 75% current subscriber status, and 42% preferred brand status, each little changed from its March 2026 starting point (92%, 79%, 74%, and 39% respectively), confirming a stable, dominant funnel leader.
The more interesting movement sat just below Netflix. Prime Video began the tracking period in fourth place on aided awareness (79% in March 2026, behind Hulu, Disney+, and Netflix), but climbed steadily to overtake Disney+ by April 2026 (79% versus 76%), drew level with Hulu in July 2026 (81% each), then edged ahead in August 2026 (82% versus 81%), finishing as the second-most aware brand in the category. Preferred brand status told a similar story: Prime Video held the second-highest preference share for all six waves, rising from 18% in March to a peak of 20% in May, before settling between 19% and 16% in the second half of the waves.
Beyond total scale, the data highlighted a pronounced gap in conversion efficiency between the two market leaders and the rest of the field. Apart from Netflix, Prime Video stood out as the strongest converter at every stage of the funnel. In August 2026, Prime Video converted 92% of considerers into current subscribers, matching Netflix’s 92% conversion rate at that stage and significantly outperforming brands with similar awareness, including Hulu (81% awareness, but only 82% consideration-to-subscriber conversion) and Disney+ (78% awareness, 86% conversion). This pattern held across all six waves: Prime Video’s consideration-to-subscriber conversion never fell below 89%, and it briefly exceeded Netflix’s own rate in April (96% versus 94%) and July 2026 (93% versus 92%). Prime Video also converted awareness into stated preference more efficiently than its closest peer.
Across the five brand diagnostics (content variety, ease of use, price value, personalisation, and uniqueness), Netflix led every dimension in every wave, typically scoring in the mid-to-high 80s versus category averages in the high 60s to low 70s. Prime Video was the clear second performer, often within a few points of Netflix and ahead of Hulu, HBO Max, and Disney+ on most dimensions from April 2026 onward.
Netflix and Prime Video were the most consistent leaders on brand trust across the six waves, both regularly scoring in the 90s among aided-aware adults. Hulu, Paramount+, Peacock, and HBO Max formed a closely bunched second tier, generally scoring within 5 to 8 percentage points of the two leaders. Starz and Apple TV were the consistently lowest-trusted brands, typically scoring in the low-to-mid 70s. Curiosity Stream showed the widest swings in the category, moving from 64% in March to a category-high 94% in April, before falling back to the low 60s by August.
“What stands out across six waves isn’t just that Netflix stayed on top, it’s how little it had to move to stay there,” says Yutian Shen, Market Researcher at Conjointly. “The real story is underneath: Prime Video quietly closed the gap on awareness and now converts consideration into subscriptions at a rate that rivals Netflix itself. That’s not a brand riding on scale, that’s a brand earning it.”
The findings are based on a syndicated study of 8,534 US adults conducted across six waves from March through August 2026. 5,040 qualifying respondents (856, 836, 831, 836, 852, and 829 respondents respectively) confirmed that 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 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 $10,000 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.
