ANALYSIS: STREAMING Home entertainment
The Empire Streams Back…!
As the UK streaming landscape continues to shift ERT looks at the latest figures from JustWatch.
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etflix remains the UK’s leading subscription streaming platform, but new figures suggest the battle for viewers is becoming increasingly competitive, with Apple TV, ITVX and NOW among the services gaining ground. Data from streaming guide JustWatch shows Netflix accounted for 22 per cent of UK streaming engagement during the second quarter of 2026, narrowly ahead of Disney Plus and Amazon Prime Video, which each held a 21 per cent share. However, the three biggest players have all
lost ground over the past year. Netflix recorded the largest decline of any platform included in the report, falling four percentage points compared with Q2 2025. Amazon Prime Video dropped three percentage points over the same period, while Disney Plus slipped by one. Quarter-on-quarter, Netflix was down one
percentage point and Disney Plus fell by two, while Amazon Prime Video remained stable. Together, the results suggest that although
the established streaming giants continue to dominate the UK market, viewers are increasingly spreading their attention across a wider selection of services. Apple TV was the standout performer among
the major international platforms, continuing its recent upward trajectory to reach an 11 per cent share.
The service gained one per centage point compared with the first quarter of 2026 and three percentage points year-on-year – effectively reversing the scale of Amazon Prime Video’s annual decline and putting further pressure on the market’s established top three.
ITV-eXtra growth Broadcaster-backed streaming services also enjoyed a strong quarter. ITVX increased its share to nine per cent, climbing one percentage point quarter-on- quarter and three percentage points compared with Q2 2025. NOW recorded the largest quarterly increase of any service tracked by JustWatch, gaining two percentage points to reach a six per cent share. The platform was also two percentage points ahead of its position a year earlier. Further down the market, Paramount Plus accounted for four per cent of engagement. Its position remained unchanged compared with Q1, although it gained one percentage point year-on-year.
July/August 2026
ertonline.co.uk
Channel 4 Plus held a one per cent share, declining by one percentage point both quarterly and annually, while the collection of smaller streaming platforms included within JustWatch’s ‘others’ category maintained a combined five per cent share. The changing picture is particularly relevant to the TV and home entertainment sector, where of
the availability and streaming platforms have become an
increasingly important part of the overall television proposition. Netflix, Disney Plus and Amazon Prime
Video still account for almost two-thirds of the engagement measured by JustWatch, but the growth of Apple TV, ITVX and NOW demonstrates how consumers are increasingly moving between multiple platforms to find content.
The figures are based on more than 2.7 million UK streaming interactions recorded through the JustWatch website, TV and mobile apps between 1 April and 30 June 2026. JustWatch calculates its market shares using engagement including consumers adding films or TV programmes to watchlists, clicking through to streaming services, filtering content by provider and marking titles as ‘seen’. The figures therefore represent streaming user
interest and engagement rather than subscriber numbers. JustWatch said results have been rounded to the nearest whole percentage point, with movements smaller than 0.5 per centage points classified as stable.
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