Brandwave

How popular isPrime Video?

In September 2026, people searched for Prime Video by name about 478,000 times in Australia, about the same as the previous year. These searches made up 17% of all Australia streaming service searches, placing Prime Video second out of ten services. When we asked both ChatGPT and Google AI Overviews about streaming services, Prime Video appeared in all answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Prime Video is the second most searched of 10 competitors and the second most recommended in AI answers.

  1. NetflixShare of searches 43.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Prime VideoShare of searches 17%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. Kayo SportsShare of searches 12.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
  4. Disney+Share of searches 10.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. Paramount+Share of searches 7.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

+5 more

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Top streaming services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Prime Video appeared in all five answers. Prime Video is the second most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Netflix1st
  2. Prime Video2nd
  3. Disney+3rd
  4. Stan4th
  5. Binge5th
  6. Paramount+6th
  7. Kayo Sports7th
  8. BritBox8th
  9. Foxtel9th
  10. hayu10th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Netflix5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Prime Video5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Disney+5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Binge4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kayo Sports3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stan3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paramount+2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BritBox2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • hayu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Foxtel1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about streaming services

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which streaming services compete with Prime Video?

Prime Video against streaming services in Australia, by month

Share of searches by month for Netflix, Prime Video, Kayo Sports, Disney+, Paramount+, Foxtel. The figures are in the table below the chart.

View monthly share of searches table
MonthNetflixPrime VideoKayo SportsDisney+Paramount+FoxtelBritBoxStanhayuBinge
Oct 202541.5%17.1%15.8%10.2%6.8%4.6%2.5%0.42%0.92%0.08%
Nov 202542.5%16.6%13.3%10.5%8.6%4.7%2.1%0.7%0.94%0.1%
Dec 202548%13.1%12.2%11.8%6.4%4.3%2.4%0.85%0.87%0.08%
Jan 202647%15.8%9.7%9.4%9.4%4.2%2.3%1.2%0.85%0.09%
Feb 202643.4%17%15.5%8.8%5.9%4.8%2.2%1.4%0.96%0.1%
Mar 202640.6%13.6%23%8.1%6.7%4.5%1.6%1%0.73%0.09%
Apr 202640.3%16.6%17.6%9.9%6.6%4.5%2%1.2%1.1%0.08%
May 202637.8%19.1%16.5%9.3%7.6%4.2%2.3%2%1%0.08%
Jun 202639.6%19%14.2%9.8%8%4.4%2%2.1%0.88%0.08%
Jul 202642.1%17.4%13.2%10.4%6.9%4.7%2.1%2.2%0.94%0.09%
Aug 202641.9%17.3%12.2%12.6%6.9%3.8%2.1%2.2%0.93%0.1%
Sep 202643.5%17%12.7%10.7%7.2%4.8%1.8%1.3%0.97%0.09%

  1. 1.Netflix

    43.5%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.Prime Video

    17%

    Held 2nd. 478K estimated branded searches, -5% vs prior month. Share -0.2 points.

  3. 3.Kayo Sports

    12.7%

    Moved from 4th to 3rd. 356K estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Disney+

    10.7%

    Moved from 3rd to 4th. 301K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  5. 5.Paramount+

    7.2%

    Held 5th. 201K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Foxtel

    4.8%

    Held 6th. 135K estimated branded searches, +22.7% vs prior month. Share +1 points.

  7. 7.BritBox

    1.8%

    Moved from 8th to 7th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  8. 8.Stan

    1.3%

    Moved from 7th to 8th. 36.3K estimated branded searches, -43.5% vs prior month. Share -0.9 points.

  9. 9.hayu

    0.97%

    Held 9th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Binge

    0.09%

    Held 10th. 2.6K estimated branded searches, -5.8% vs prior month. Share 0 points.

Compare popularity between Prime Video and its closest rivals

Every comparison with Prime Video

9 comparisons

How has branded search demand for Prime Video changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Prime Video in Australia held steady, from 503K to 478K.
  • Across the 12 months ending September 2026, Prime Video’s share of searches among streaming services in Australia peaked at 19.1% in May 2026 and was lowest at 13.1% in December 2025.

How did search popularity change for Australia streaming services in September 2026?

6 changes

  1. In September 2026, Netflix gained share of searches among streaming services in Australia, from 41.9% to 43.5%.

  2. In September 2026, Foxtel gained share of searches among streaming services in Australia, from 3.8% to 4.8%.

  3. In September 2026, Disney+ lost share of searches among streaming services in Australia, from 12.6% to 10.7%.

  4. In September 2026, Stan lost share of searches among streaming services in Australia, from 2.2% to 1.3%.

  5. Prime Video’s share of searches among streaming services in Australia has lost ground for 3 months in a row, from 19% to 17% in September 2026.

  6. In September 2026, BritBox rose from 8th to 7th among streaming services in Australia.

How are Prime Video’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Prime Video’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • amazon prime video
  • prime video

How the Brand Demand Index is measured

Who owns Prime Video?

Prime Video is owned by Amazon. Brandwave also tracks Amazon, owned by the same company, in Australia.

Do you work for Prime Video? To request corrections or removal please contact us via our support page and we will be happy to assist.

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