The Indian streaming ecosystem experienced major shifts during the second quarter of 2026. According to the latest market report released by JustWatch, the world’s largest streaming guide, user engagement trends across nearly 100 subscription video-on-demand (SVOD) providers in India showcase a tight race at the top and massive year-over-year movements among key players.
This report is backed by insights gathered from over 19 million streaming interactions on the JustWatch website and mobile apps between April 1 and June 30, 2026.
🏆 Key Highlights at a Glance
- 🥊 Tie at the Top: Both Netflix and Amazon Prime Video command the leading spot with an equal 22% market share each.
- 🚀 Rapid Surge: Apple TV+ posted the strongest annual growth in the Indian market, jumping by +4 percentage points (pp) to reach 18%.
- 🤝 Third Place Standoff: Apple TV+ now ties with JioHotstar at 18%.
- 📈 Steady Momentum: Sony LIV steadily grew to 5%, gaining ground both quarterly and annually.
- 📉 Major Drop: Jio Hotstar experienced the steepest annual decline among all major platforms, dropping -7 pp year-over-year.
📊 SVOD Market Share & Development Breakdown (Q2 2026)
The table below outlines how major streaming services performed in India in terms of overall market share, quarterly shifts (compared to Q1 2026), and annual performance (compared to Q2 2025):
| Streaming Platform | Q2 2026 Market Share | Quarterly Change (Q1–Q2 2026) | Annual Change (Q2 2025–Q2 2026) |
| 🎬 Amazon Prime Video | 22% | -1 pp | -1 pp |
| 🔴 Netflix | 22% | Stable | +3 pp |
| ⚡ Jio Hotstar | 18% | -1 pp | -7 pp |
| 🍏 Apple TV+ | 18% | +1 pp | +4 pp |
| 🟢 Zee5 | 9% | Stable | -1 pp |
| 📺 Sony LIV | 5% | +1 pp | +1 pp |
| 🌐 Others | 6% | Stable | +1 pp |
🔍 In-Depth Market Analysis
👑 The Battle for #1: Netflix vs. Amazon Prime Video
Both OTT giants dominate the market, together occupying 44% of India’s SVOD space. While Amazon Prime Video saw a slight 1 pp decline over both the quarter and year-on-year, Netflix maintained stability quarter-over-quarter while adding a solid +3 pp to its tally over the past year.
🚀 The Rise of Apple TV+ vs. Jio Hotstar’s Decline
The mid-to-top segment witnessed dramatic changes. Apple TV+ emerged as the fastest-growing streaming service in India, climbing to 18%. Conversely, Jio Hotstar slid down from its previous stronghold, shedding 7 pp over the past year to tie with Apple TV+ for third place.
📌 Mid-Tier Competition & Niche Players
- Zee5 holds a firm position in the middle tier at 9%, experiencing only a minor 1 pp dip annually despite aggressive competition.
- Sony LIV continues its upward trajectory, securing 5% of the market share with a steady +1 pp gain quarterly and annually.
- Regional and smaller streaming platforms grouped under Others account for 6% of consumer interest, reflecting a healthy distribution of niche content platforms.
⚙️ Methodology & Data Sourcing
The JustWatch Streaming Charts track user activity and audience interest across more than 60 million monthly users globally and 19 million interactions in India. Interactions measured include:
- ➕ Adding movies or TV series to personal watchlists.
- ↗️ Clicking out to external streaming provider apps/websites.
- 🔍 Filtering multiple streaming catalogs and marking titles as “seen”.
Note: Data figures are rounded to the nearest whole percentage point. Fluctuations within ±0.5 pp are marked as stable.
Source – https://www.justwatch.com/us/streaming-charts
