Study: Netflix Holds Top Spot Across All US Streaming Metrics

Why It Matters

Netflix’s all‑around superiority confirms its pricing power and content strategy, while the modest gains of Hulu, Prime Video and Disney+ highlight where competitors can focus to shift market share.

Key Takeaways

• Netflix leads with 92% aided awareness and 39% brand preference.
• Hulu and Prime Video trail but show strong funnel conversion rates.
• Disney+ lags in converting awareness to preferred brand despite 47% subscribers.
• HBO Max, Paramount+, Peacock each hold about 5% preferred brand share.

Pulse Analysis

S. video‑streaming sector surveyed 1,427 consumers, with 856 active subscribers, to produce a granular view of brand health across the funnel. Netflix emerged as the clear front‑runner, posting 92 % aided awareness, 79 % consideration, 74 % current subscription and a 39 % preferred‑brand share—the highest on every metric. Its dominance extends beyond reach; the platform also tops perception scores for content variety, ease of use, price value, personalization and uniqueness, reinforcing a comprehensive competitive moat.

Trailing Netflix, Hulu and Prime Video demonstrate the next‑strongest performance, each converting a sizable portion of aware consumers into preferred choices—61 % and 62 % consideration respectively, with 15‑18 % preferred‑brand shares. Their ability to move users through the funnel suggests effective content curation and pricing strategies. Disney+, despite 80 % awareness and 47 % subscriber base, records only a 7 % preferred‑brand rating, indicating a gap between usage and brand affinity. Meanwhile HBO Max, Paramount+ and Peacock hover around 5‑6 % preferred share, reflecting a crowded middle tier with limited differentiation. For investors and marketers, the data underscores the premium placed on holistic brand experiences.

Netflix’s lead in perceived value and personalization justifies its continued price‑elastic growth and aggressive original‑content spend. Hulu and Prime Video’s steady climb signals opportunities for niche positioning or bundled offerings to erode Netflix’s share. Disney+ must translate its subscriber volume into stronger brand preference, perhaps through exclusive franchises or tiered pricing. Mid‑tier services will need to innovate—whether via live sports, interactive formats, or AI‑driven recommendations—to break out of the tight performance band.