India’s streaming war just got a plot twist. According to JustWatch’s latest Q2 2026 report, Netflix and Amazon Prime Video are now neck-and-neck at the top, both holding 22% market share — but the road each took to get there looks very different.
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Netflix’s steady climb
Netflix held its position steady this quarter and has quietly added three percentage points over the past year, making it one of the market’s most consistent performers. That kind of sustained growth, without any dramatic quarterly spikes, suggests the platform is building lasting viewer loyalty rather than chasing short-term buzz.
Amazon Prime Video’s slight slip
Prime Video, on the other hand, dipped one percentage point both this quarter and over the past year. It’s still tied for first, but the trend line is worth watching — especially with Apple TV+ closing in fast from behind.
Apple TV+ is the real growth story
Here’s the standout number: Apple TV+ posted India’s strongest annual growth of any platform, climbing four percentage points since last year to reach 18%. That puts it in a tie for third place with Jio Hotstar, a remarkable jump for a platform that’s historically had a smaller footprint in India.
Jio Hotstar’s steep decline
Jio Hotstar tells the opposite story. Despite tying Apple TV+ at 18% this quarter, it’s down a full seven percentage points year-on-year — the steepest annual decline of any platform tracked in the report.
Zee5 and Sony Liv hold the mid-tier
Zee5 dipped slightly to 9%, down one point annually, while Sony Liv gained momentum, adding one point both quarterly and annually to reach 5%. Smaller platforms combined made up the remaining 6% of the market.
Q2 2026 SVOD Market Shares in India
| Platform | Q2 2026 Share | Quarterly Change | Annual Change |
|---|---|---|---|
| Netflix | 22% | Stable | +3 pp |
| Amazon Prime Video | 22% | -1 pp | -1 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 |
| Other | 6% | Stable | +1 pp |
Data for this report comes from JustWatch, based on over 19 million streaming interactions in India between April and June 2026.
To understand how SVOD platforms function within the broader industry, check out this overview of streaming media on Wikipedia.
For more entertainment and streaming industry updates, explore our related coverage on technosports.co.in.
FAQs
Which platform leads India’s streaming market in Q2 2026?
Netflix and Amazon Prime Video are tied at the top, each holding 22% market share.
Which streaming platform grew the fastest this year?
Apple TV+ posted India’s strongest annual growth, up four percentage points to 18%.
