Streaming Market Shares in Q2 2026: HBO Max Experiences Significant Growth After January Launch in Germany

The German streaming landscape is undergoing a fascinating transformation, as detailed in a recent report by Munich-based data specialist JustWatch. The findings, derived from approximately 7 million user interactions across various platforms, reveal a notable shift in the competitive dynamics among nearly 200 available SVOD providers. This article highlights the key insights regarding the leading international platforms and the increasing challenges faced by German streaming services.

HBO Max's Impressive Debut and a Fierce Battle for Market Supremacy

One of the year's biggest surprises comes from HBO Max, the newest entrant in the German market. Just two quarters after its official launch on January 13, 2026, HBO Max has already captured a remarkable 3 percent market share, gaining an additional percentage point in the last quarter alone. This rapid ascent marks it as the fastest-growing service in the current calendar year.

Simultaneously, the previously comfortable lead held by the top providers has diminished significantly. Amazon Prime Video and Netflix are now locked in a thrilling neck-and-neck race, each commanding a 24 percent market share. While Netflix has managed to maintain stable figures year-over-year, Amazon has experienced a substantial decline, losing 4 percentage points compared to the previous year—the most significant drop among major streaming platforms.

In contrast, local German streaming services are increasingly feeling the pressure. RTL+ suffered a notable loss of one percentage point in the second quarter. Established platforms like MagentaTV and Joyn+ (both holding 2 percent market share) are vigorously striving to defend their positions against the growing dominance of financially robust international competitors.

Overview of SVOD Market Shares in Q2 2026

The table below summarizes the current market shares, quarterly developments, and year-over-year comparisons for the most relevant streaming providers in Germany.

Streaming Platform Market Share (Q2 2026) Quarterly Development (Q1 → Q2 2026) Yearly Development (Q2 2025 → Q2 2026) Amazon Prime Video 24 % Stable -4 percentage points Netflix 24 % Stable -1 percentage point Disney+ 18 % Stable +1 percentage point Apple TV 9 % Stable +1 percentage point WOW / Sky Go 7 % +1 percentage point Stable Paramount+ 5 % -1 percentage point -1 percentage point RTL+ 4 % -1 percentage point -1 percentage point HBO Max 3 % +1 percentage point N/A (Launch on 13.01.2026) Joyn+ 2 % Stable Stable MagentaTV 2 % Stable Stable Other Providers 2 % -2 percentage points -2 percentage points Note on methodology: The platform-specific values were rounded to the nearest whole percentage point by JustWatch (data source). Platforms with fluctuations of less than ±0.5 percentage points are classified as stable or unchanged in the analysis.

Visual Analysis of Streaming Dynamics in Germany

The following graphic illustrates the current competitive landscape among various providers in the German market during the second quarter of 2026:

FAQ: Frequently Asked Questions about Streaming Market Shares in Q2 2026

Which streaming service is the market leader in Germany? As of the second quarter of 2026, Netflix and Amazon Prime Video share the market leadership in Germany, each with a 24 percent market share.

How successful was the launch of HBO Max in Germany? The launch has been remarkably swift. Just two quarters post-launch on January 13, 2026, HBO Max has achieved a 3 percent market share, showcasing the fastest growth among all participants.

How are German streaming services like RTL+ or Joyn+ faring? German providers are under significant pressure. RTL+ lost one percentage point compared to the previous quarter, now standing at 4 percent. Joyn+ and MagentaTV remain stable at 2 percent each but must contend with increasing international competition.

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