The Q1 2026 Global Streaming Landscape: Disney+ and Apple TV+ Surge Amid Narrowing Gaps
The global streaming market entered 2026 with a significant shift in power as longtime leaders faced narrowing margins and aggressive growth from mid-tier players. According to the latest reports from JustWatch, the first quarter of 2026 was defined by Disney+ reaching parity with incumbents in major markets and Apple TV emerging as a dominant growth force across North America and Europe.
North American Battlegrounds: Disney+ Takes the Lead in Mexico
The North American market saw some of the quarter's most dramatic shifts, particularly in Mexico, where Disney+ (21%) officially overtook Netflix (19%) to become the country's most popular streaming platform. This breakthrough followed a solid +5 percentage point (pp) annual growth for the service.
- United States: Netflix remains the leader at 19%, followed by Prime Video at 17% and Disney+ at 16%. However, both Netflix and Prime Video saw their market dominance narrow this quarter. Apple TV and HBO Max are now locked in a rare dead heat for the No. 4 spot, both holding a 12% market share.
- Canada: Netflix (23%) and Prime Video (21%) maintain their positions as leaders. However, Disney+ has closed the gap significantly, reaching 20%—trailing Prime Video by just one percentage point. Apple TV recorded the strongest quarterly growth in this market, jumping from 7% to 9%.
- Mexico: Beyond the top two, Apple TV reached 13% share, while local and specialty services like MUBI (5%) and Vix (4%) showed positive momentum.
Europe: Dead Heats and Local Resilience
In Europe, the streaming war has become a series of "dead heats" between major platforms, while local players continue to demonstrate strong resilience.
- United Kingdom: A historic tie occurred as Disney+ (23%) drew level with Netflix (23%) after a year of steady gains. Both now lead Prime Video, which sits at 21%. Local player ITVX stood out as a consistent grower, reaching 8%.
- Germany: The market is split at the top, with Netflix and Prime Video tied at 24% share each. Apple TV is one of the fastest-growing platforms here, reaching 9% (+2 pp annually). Local provider RTL+ also solidified its presence with 5%.
- France: Netflix maintains its lead at 24%, followed by Prime Video at 21% and Disney+ at 20%. Notably, the local giant Canal+ (8%) has overtaken HBO Max in market share.
- Italy: Prime Video (24%) narrowly maintains its leadership over Netflix (23%), while Disney+ holds stable at 19%. HBO Max made its debut in the Italian market on January 13, 2026, quickly securing a 1% share.
- Spain: Netflix remains the leader with 21%, though it experienced a 2 pp drop this quarter. Prime Video (18%) and Disney+ (17%) are engaged in a tight battle for second place. Local service Movistar+ grew significantly to reach 6%.
The Rise of Mid-Tier Players
A consistent global trend in Q1 2026 is the surge of mid-tier providers like Apple TV and Paramount+. Apple TV saw annual gains of +4 pp in the US and Mexico, and +2 pp in the UK, Germany, and Canada. Meanwhile, specialty and local services such as Peacock Premium in the US (+2 pp quarterly) and ITVX in the UK (+1 pp quarterly) are successfully carving out larger niches in an increasingly fragmented market.
Methodology and Insights
These findings are based on millions of user interactions—including watchlists, clicks to streaming services, and filtering—on the JustWatch app and website during the first quarter of 2026. The data reflects the shifting preferences of over 60 million monthly movie and TV fans across more than 140 countries.
