The news: Amazon distributed the vast majority of video programs in the first month of 2026, accounting for a 71.8% share of content among five SVOD providers, per Nielsen’s Gracenote.

Netflix trailed at 15.9%, followed by Disney (9%), Paramount+ (3%), and Apple TV (0.3%).

Amazon cements SVOD dominance: Amazon is becoming a defining streaming distributor as SVOD providers strike distribution deals with Prime Video and show an increasing desire to be accessible via Amazon properties.

• Paramount+ is available as a Prime Video Channel, Amazon’s optional, add-on streaming subscription offerings.
• Premium streamers like HBO Max and Apple TV+ are also available as add-on subscriptions for Prime Video viewers.
• Smaller networks, like STARZ, Crunchyroll, AMC+, and BritBox are also sold as Prime Video Channels.

In these deals, Amazon acts as a distributor and commerce layer for other SVODs within the Prime Video environment. That positioning reinforces Amazon’s already outsized role in streaming distribution.

Why it matters: Amazon’s significant programming share could alter marketing strategies.