Netflix Losing Streaming Dominance to Disney Plus, HBO Max, Apple TV Plus

Netflix has lost a giant slice of its mindshare to competitors in recent years, leading to big changes — and opportunities — for subscribers.

A phone with an N for Netflix in front of a screen of data
(Image credit: Getty Images)

Netflix is feeling the heat. Since 2020, the global streaming giant has slowly returned to the pack, after previously dominating the market throughout the 2010s. Despite viral hits like Stranger Things and Wednesday, Netflix continues to cede ground in the streaming wars to rivals including Disney Plus, HBO Max, and Apple TV Plus. We've got more on Netflix’s steady market share decline and what that means for streaming customers. 

Netflix market share falls back to earth

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Ben Demers
Audience Engagement Manager,

Ben Demers manages digital content and engagement at Kiplinger, informing readers through a range of personal finance articles, e-newsletters, social media, syndicated content, and videos. He is passionate about helping people lead their best lives through sound financial behavior, particularly saving money at home and avoiding scams and identity theft. Ben graduated with an M.P.S. from Georgetown University and a B.A. from Vassar College. He joined Kiplinger in May 2017.