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Tentpoles to tip-offs: Netflix and Max lead the power streamers in Q2
Netflix is losing its chill. As the fierce competition between top streaming services continues to rage, the OG provider is losing market share to rivals such as HBO Max. In 2022, Netflix held a full 60% of streaming MAUs; three years later, that number has dropped to 48%. Our report Tentpoles to tip-offs: Netflix and Max lead the power streamers in Q2 takes a deep dive into the factors driving and inhibiting success within the OTT landscape — including who’s winning, and who’s losing ground.
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Take a look at some of the key lessons:
Factors driving Max’s growth: HBO’s 86% increase in MAUs was driven by factors including tentpole content (think White Lotus), live sports, and international expansion.
Netflix loses ground: While it still boasts 48% of streaming MAUs, Netflix’s share of users is waning as competitors like HBO Max expand their reach.
Hulu dominates ad share: An early adopter of in-platform commercials, Hulu holds a full 35% of OTT ad share — though Netflix is catching up in key verticals like gaming and telecom.
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