Observed Signal · Jul 29, 2026 · Technical Release · Source: State of Streaming · Impact: 2/5 · Sentiment: Positive
CTV Market: USPI Adds Popularity Score; Owning Content Wins
State of Streaming updated its Unified Streaming Power Index (USPI) in August by adding a new Popularity Score vector, developed with Reelgood, that ranks streaming services by consumer interest across their full catalogs. The Popularity Score averages how often a service's titles appear in the national Top 100 each day over a month, creating a forward-looking index aimed at projecting where audience attention is headed. The USPI separates services into 'owners' (catalog-first platforms like Netflix, Prime Video, HBO Max) and 'renters' (wrappers/resellers like Philo, Fubo, Roku Premium) to signal stability risks tied to content ownership. The August edition argues that services reselling third-party content can post strong short-term numbers but are vulnerable to carriage changes, while owners show more durable demand signals.
A new forward-looking popularity metric for streaming provides a directional demand signal relevant to media buyers and sellers, but it is a publisher-driven measurement update rather than a platform-level policy or major technical standard change.
Key Takeaways & Evidence Grounding
- The Unified Streaming Power Index (USPI) added a new Popularity Score metric for August.
- The Popularity Score was built in partnership with Reelgood and averages daily Top 100 presence per title over a month.
- Philo and Fubo scored highly in August despite not owning the content driving demand.
- USPI classifies services as 'owners' (e.g., Netflix, Prime Video, HBO Max, Hulu, Disney+, Apple TV) or 'renters' (e.g., Philo, Fubo, Roku Premium), with different stability implications.
- YouTube TV was notably absent from the first Popularity Score index but is expected in a future edition.
Connected Companies & Entities
14 Entities mappedSTARZ
Premium subscription streaming platform for original series and films.
“Roku's Premium Subscriptions tier bundles Paramount+, AMC+, STARZ, and MGM+ under Roku's own billing — none of it Roku's content....”
Netflix
Streaming platform with subscription and advertising revenue.
“Owners hold the position everyone assumes: real catalogs, real depth, no wrapper risk. Their scores only move when their own content demand ...”
Disney+
Global streaming platform for Disney-owned film and TV content.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Peacock
Hybrid streaming platform monetised through subscriptions and advertising.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Philo
Low-cost live TV streaming platform with CTV advertising inventory.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Hulu
Streaming platform combining subscriptions, live TV and premium advertising.
“Owners built what they're selling — Netflix, Prime Video, HBO Max, Hulu, Paramount+, Peacock, Apple TV, Disney+, and the rest of the catalog...”
Apple
Consumer electronics giant with integrated software, services and advertising platforms.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Max
Premium subscription and ad-supported streaming service from Warner Bros. Discovery.
“Back in Q1, HBO Max posted a perfect 'content heat' score. In reality, two shows were carrying that entire number — see for yourself in the ...”
YouTube
Video platform monetising audiences through ads, subscriptions and creator tools.
“Notably absent from this first index: YouTube TV, the largest live-TV wrapper in the market....”
Reelgood
Streaming metadata and availability intelligence for media companies.
“Starting today, the Unified Streaming Power Index adds a new vector built with Reelgood: the USPI Popularity Score....”
Prime Video
Hybrid streaming platform with subscriptions, rentals, channels and video advertising.
“Owners built what they're selling — Netflix, Prime Video, HBO Max, Hulu, Paramount+, Peacock, Apple TV, Disney+, and the rest of the catalog...”
fuboTV
Sports-first live TV streamer with subscription and CTV advertising revenue.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Paramount+
Hybrid streaming platform with subscription and advertising revenue.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Roku
Connected TV platform combining streaming, advertising and app distribution.
“Roku's Premium Subscriptions tier bundles Paramount+, AMC+, STARZ, and MGM+ under Roku's own billing — none of it Roku's content....”
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