Amazon Prime Video has overtaken Netflix as the most popular OTT video service in the U.S., according to a new study by Parks Associates, marking the first time Netflix fell from No. 1 in the history of the company’s annual report. Peacock entered the top 10 list for the first time in 2022, debuting at No. 9, while Showtime dropped off. The research firm reports that 83 percent of U.S. broadband households have at least one OTT service, while 23 percent subscribe to nine or more OTT subscriptions. While Netflix, Prime Video and Hulu have traditionally held the top three spots, the list has recently become more varied due to an influx of new players.

The results reflect 2022 data collected through Parks’ OTT Video Market Tracker through Q3. Parks “didn’t disclose its methodology for how it isolates the number of Prime Video subscribers, a metric long cloaked in secrecy due to Amazon’s general reluctance to disclose statistics about its Prime business,” Deadline writes, adding that despite the omission, “Parks has been a reputable tracker of the streaming space for more than a decade.”

Last year, Amazon revealed it had more than 200 million members in its Prime category, all of whom receive basic Prime Video as a perk. Speaking last month at The New York Times’ DealBook Summit, Amazon CEO Andy Jassy said that while Prime Video was intended to attract customers for Amazon Prime’s subscription delivery service, “increasingly we see more and more people signing up to Prime because of the video content.”

More than 100 million global members have viewed episodes of the Amazon Video original series “The Lord of the Rings: The Rings of Power.”

On a worldwide basis, “Netflix continues to lead the field with a bit more than 223 million subscribers,” Deadline writes, adding that “Disney has been hot on its heels, with Disney+ now at 164.2 million and the company overall reaching 235.7 million across Disney+, Hulu and ESPN+,” each of which made it onto Parks’ Top 10. HBO Max, Paramount+, Apple TV+ and Starz round out the list, per the Parks announcement.

“Parks Associates suggested recent turbulence that saw Netflix shed subscribers over the course of two consecutive financial quarters this year likely contributed to Amazon Prime Video’s rise among subscription streaming services,” reports Fierce Video.

“Streaming services are introducing new content, services, and partnerships that are changing how consumers interact with video,” Parks Associates VP research Jennifer Kent said, noting the tumult “gives Netflix a path to creating unique accounts for those who have been content to share passwords with friends and family in the past. It’s an exciting time to track these services, with lots of disruption and change.”