Paramount+ was HBO Max subscribers’ largest non-Netflix streaming overlap
Share of current HBO Max subscribers also paying each streaming service, February 15–August 15, 2026
Share of HBO Max subscribers
Source: YipitData U.S. e-receipt panel. Current HBO Max subscriber cohort n=46,461. Subscriptions included validated direct, app-store, and carrier billing signals. The shared window measures co-payment, not adoption order.
Chart data
| Series | Share of HBO Max subscribers |
|---|---|
| Netflix | 42.3% |
| Paramount+ | 29% |
| Peacock | 27.7% |
| Disney+ | 20% |
| Hulu | 15.2% |
How much did overlap reduce the pair’s unique panel reach?
The panel contained 46,461 HBO Max subscribers and 69,420 Paramount+ subscribers, a summed count of 115,881. Counting the 13,483 dual subscribers once produced 102,398 unique subscribers, 11.6% below the sum. The overlap was 29.0% of the HBO Max base and 19.4% of the larger Paramount+ base. These are panel counts, not national subscriber totals.
Was the Paramount+ overlap only a result of service size?
No. Paramount+ appeared among HBO Max subscribers at about 1.6 times its rate in the non-HBO streaming comparison group, where 1.0 would mean equal rates. Hulu and Disney+ also appeared at elevated rates, so Paramount+ was not uniquely overrepresented; it was the largest absolute non-Netflix overlap in the measured HBO Max cohort.
Assumptions & Methodologies
We analyzed YipitData’s U.S. e-receipt panel from February 15–August 15, 2026. Current subscribers had an active billing or lifecycle signal within the window. HBO Max and Paramount+ included validated direct, app-store, and carrier billing. The HBO Max cohort contained 46,461 panelists; Paramount+ contained 69,420. Overlap required both services under the same panel identity. Relative-rate comparisons used the non-HBO streaming base. This is a shared-window payment snapshot, not a measure of adoption sequence, retention, cancellation, or service preference. Billing signals can miss silent subscriptions, and panel counts are not market totals.