UK Streaming Wars Sees Disney+ Tie With Netflix For Top Spot

On The Table Read Magazine, “the best arts and entertainment magazine UK“, Disney+ has officially tied with Netflix for the top spot in the UK streaming market following a year of steady growth, while Amazon Prime Video faces a notable decline.

The UK streaming landscape has hit a historic milestone, with Disney+ officially catching up to longtime industry leader Netflix. According to the latest data tracking user engagement and interest during the first quarter of 2026, the two streaming giants are now locked in a dead heat for the title of the UK’s most popular platform.

The quarterly report, which analyzes data from millions of British film and television enthusiasts, reveals major shifts in audience attention, a decline for Amazon Prime Video, and notable surges from smaller competitors.

A Historic Tie at the Top

For the first time, Disney+ and Netflix are sharing the crown in the UK video-on-demand market, with each capturing a 23% market share.

This rare tie comes after a year of contrasting fortunes for the two services. While Netflix experienced a 1 percentage point drop over the last quarter and a total decline of 3 percentage points over the past year, Disney+ maintained its ground quarterly and expanded its yearly share by 3 percentage points. This steady growth has allowed Disney+ to successfully close the gap on its primary rival.

Amazon Prime Video Slips While Apple TV+ Gains Ground

While the battle for first place intensifies, Amazon Prime Video has experienced a notable downturn. Standing at a 21% market share, Prime Video dropped 1 percentage point over the last quarter. More significantly, it suffered the steepest annual decline among all major platforms, losing 4 percentage points since the beginning of 2025. This downward trend has pushed it behind the two market leaders.

In contrast, Apple TV+ continues to solidify its position as a major contender. Holding a 10% market share, the platform remained steady over the quarter but demonstrated strong long-term momentum, growing its audience share by 2 percentage points year-over-year.

ITVX Emerges as a Standout Growth Player

Amid a broader slowdown in the streaming market, ITVX has proven to be a highly resilient player. The platform climbed to an 8% market share, marking a 1 percentage point increase over the quarter and a 2 percentage point increase annually. This sustained upward trajectory makes it one of the few platforms showing consistent, uninterrupted growth in the UK.

How the Rest of the Market Compares

The remainder of the UK streaming landscape is occupied by a mix of established domestic services and smaller global platforms:

• NOW: Maintained a stable 4% market share both quarterly and annually.
• Paramount+: Held steady at 4% for the quarter, but achieved a modest 1 percentage point increase over the past year.
• Channel 4+: Remained completely stable with a 2% market share.
• Other Platforms: Combined smaller services accounted for 5% of the market, rising by 1 percentage point over the quarter but dipping by 1 percentage point compared to last year.

About the Data

These insights are based on the streaming interest and engagement of more than 3 million monthly active users in the UK tracking their viewing habits through the JustWatch platform between January 1 and March 31, 2026. Market shares are calculated by analyzing user behaviors such as adding titles to watchlists, filtering specific services, and clicking through to streaming providers.