Mumbai: India’s subscription video-on-demand (SVOD) market witnessed a reshuffling in the second quarter of 2026, with Netflix drawing level with Amazon Prime Video at the top of the market, while Apple TV+ emerged as the fastest-growing streaming platform over the past year, according to the latest market share report from streaming guide JustWatch.
Based on more than 19 million streaming interactions on the JustWatch app and website in India between April and June 2026, the report tracks consumer interest across nearly 100 SVOD platforms. It measures engagement rather than paid subscriptions, offering a snapshot of changing viewer preferences in an increasingly competitive streaming landscape.
SVOD Market Share:
Netflix and Amazon Prime Video each accounted for 22% of India’s SVOD market in Q2 2026. While Netflix maintained its market share quarter-on-quarter and expanded by three percentage points over the past year, Amazon Prime Video lost one percentage point both sequentially and annually, enabling Netflix to catch up and share the leadership position.
The report’s biggest mover was Apple TV+, which grew by one percentage point during the quarter and four percentage points year-on-year to reach an 18% market share. The performance makes Apple TV+ the fastest-growing streaming service in India over the past 12 months and brings it level with JioHotstar, which also holds an 18% share.
For JioHotstar, however, the latest figures indicate continued pressure. The platform lost one percentage point during the quarter and registered the steepest annual decline among all major services, falling seven percentage points compared to Q2 2025.
Among the mid-tier platforms, Zee5 retained a 9% market share, remaining unchanged from the previous quarter despite a one percentage point decline year-on-year. Sony Liv continued its gradual upward trajectory, gaining one percentage point both quarter-on-quarter and annually to reach a 5% share, while the “Others” category remained stable at 6%.
The year-on-year picture highlights a widening divergence in platform performance. Netflix strengthened its position with a three percentage point gain between Q2 2025 and Q2 2026, while Apple TV+ recorded the strongest annual growth, adding four percentage points to reach an 18% market share. In contrast, Amazon Prime Video slipped by one percentage point over the same period, and JioHotstar posted the steepest annual decline among all major platforms, losing seven percentage points year-on-year. Among the mid-tier players, Zee5 declined by one percentage point, while Sony Liv and the Others category each gained one percentage point, reflecting steady momentum despite intensifying competition in the streaming market.
Market becoming more competitive
The latest rankings suggest India’s streaming market is becoming increasingly competitive, with Netflix strengthening its position, Apple TV+ rapidly expanding its footprint and Amazon Prime Video facing modest erosion in consumer engagement. At the same time, JioHotstar’s significant year-on-year decline underscores shifting viewer preferences amid growing competition from both global and domestic platforms.
JustWatch noted that the report is derived from user behaviour on its platform, including titles added to watchlists, click-outs to streaming services, filtering by providers and marking titles as watched. The company said the methodology reflects user interest and engagement rather than subscription numbers. The India analysis is based on streaming activity recorded between April 1 and June 30, 2026.
