Netflix Commands Streaming Market Across All U.S. States

Since the introduction of streaming services, our television viewing habits have changed beyond recognition. We no longer have to live by someone else's schedule, limited to one episode a week or clock watching, waiting for our favorite show to start...

And speaking of favorites, in the latest edition of Profit Trends the team here at ProfitDuel dug into the data to uncover which streaming service really claims the top spot across the US.

To do this, we examined 5 years of Google Trends data from five major streaming platforms to find out more about viewing preferences across the US. Hint: New Jersey's market share will really surprise you.

The US' Favorite Streaming Platform

Perhaps unsurprisingly. the data showed that Netflix has maintained its position as America's favorite streaming service in every state, with market shares never falling below 53%. These findings align with recent research from Nielsen showing streaming has reached a historic milestone, now representing 44.8% of total TV viewership as of May 2025.

New Jersey and Hawaii showed the strongest Netflix preference with identical 65% market shares. They were followed closely by Massachusetts and Florida at 64%, with Connecticut, Michigan, and New York all tied at 63%.

How Do Other Streaming Platforms Perform?

Our research also showed that Hulu ranks second across all states, capturing between 17% and 26% of the streaming audience. Nebraska shows the highest Hulu preference at 26%, followed by South Dakota at 25%.

These numbers reflect a remarkable consistency in Netflix's appeal across different geographic regions. Even in states where Netflix has its lowest market share, it still captures more than half of all streaming activity.

- Casey Halpern, General Manager at ProfitDuel.

Interestingly, we found notable regional patterns in streaming preferences. Northeastern states generally show higher Netflix usage, with six of the top ten Netflix-favoring states located in this region. Rural states tend to display more diverse streaming habits, with services like Hulu and Paramount capturing larger audience segments.

Paramount shows the most significant regional variation among the services studied, with interest ranging from 5% in Hawaii to 14% in Idaho. The data reveals an interesting correlation: Idaho simultaneously has the highest Paramount preference and the lowest Netflix share.

HBO Max maintains a relatively consistent presence nationwide, with interest levels between 6% and 9%. The District of Columbia shows the highest HBO Max preference at 9%.

Amazon Prime Video demonstrates the lowest overall market share, ranging from 3% to 6%. Alaska and Vermont show the highest Amazon Prime Video interest at 6%.

States with the highest Netflix market share:

States with the lowest Netflix market share:

Our findings highlight that Netflix's dominance has remained stable even as the streaming market has grown more competitive with new platform launches over the five-year period studied.

So which streaming service reigns in your home? Let us know in the comments below!

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