Which Streaming Platform Just Got Named the Best in Quality? The Answer Might Surprise You

Streaming is no longer just about who has the most subscribers or the biggest libraries. The focus is shifting toward something harder to measure: quality. Platforms are now being judged on how well they keep viewers watching, how often people return, and how much they actually engage with content over time.

This shift comes as streaming companies move away from chasing rapid growth and instead aim for long-term profitability. That means subscriber retention and engagement have become central talking points in earnings calls and investor reports.

Disney’s new CEO Josh D’Amaro recently highlighted this change, saying, “Engagement is critical to reducing churn, [which] might be the most significant opportunity we have,” during a recent earnings conference call. His comments reflect a broader industry concern: keeping subscribers subscribed is now just as important as gaining new ones.

But there is growing debate about what “engagement” really means. Is it simply the number of hours people watch? Or should it reflect how meaningful that viewing time actually is? Netflix co-CEO Greg Peters has already pushed back on the idea that all viewing time is equal. He said, “All hours of engagement are not the same, and we really care about the quality of that engagement,” during a recent earnings call.

That question has now been taken up by analysts trying to measure streaming success in more detailed ways.

According to information from Wall Street research firm MoffettNathanson, analyst Robert Fishman has introduced a new system called the Streaming Quality Index. This model does not just look at how much people watch, but also why they watch and how valuable that attention is for each platform.

Fishman’s approach includes factors like viewing patterns across different times of day, demand for specific content, strength of franchises, prestige programming, and the presence of sports or live events. The idea is to connect engagement directly to revenue potential, including subscriptions, price increases, and advertising.

Using this system, the rankings produced by MoffettNathanson put Disney in first place. The report credits Disney’s strong franchise ecosystem and major sports coverage as key advantages. HBO Max follows closely behind, supported by its reputation for high-quality series and films.

One of the more surprising results is Apple TV+ coming in third, ahead of much larger platforms. The report suggests Apple benefits from strong, focused demand for its content, even if it has a smaller overall library.

Netflix, often seen as the dominant force in streaming, comes in after Apple. The analysis notes that Netflix still leads in overall viewing demand, but it lacks the same depth in franchises and live sports compared to competitors. Amazon Prime Video follows further down the list, despite its scale and global reach.

The report highlights how the streaming landscape is changing. Instead of asking which service has the most content, the industry is beginning to ask which service delivers the most valuable viewing experience.

As competition intensifies, platforms may increasingly be judged not just by how much people watch, but by how deeply they stay engaged.

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