Brandwave

Kayo Sports vs Netflix:Which is more popular?

In September 2026, Netflix had more branded searches than Kayo Sports among streaming services in Australia. Netflix had about 1.2 million branded searches, while Kayo Sports had 356,000. Netflix made up 43.5% of all streaming service searches we track, and Kayo Sports accounted for 12.7%. When we asked ChatGPT and Google AI Overviews about streaming services, Netflix appeared in all five answers and Kayo Sports in three. Netflix was mentioned before Kayo Sports in every answer.

Among streaming services in Australia in September 2026

Who do people search for more?

Netflix, about 3 searches for every 1 for Kayo Sports

Netflix 1.2M searchesKayo Sports 356K searches

Who does AI mention more?

Netflix, mentioned in every answer we collected

Netflix in 5 of 5Kayo Sports in 3 of 5

Who does AI recommend more?

Netflix, named ahead of Kayo Sports in every answer

Netflix first in 5Kayo Sports never first

Follow Kayo Sports vs Netflix and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top streaming services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Netflix appeared in all five answers. Kayo Sports was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Netflix was listed before Kayo Sports in every answer.

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.

Is Kayo Sports or Netflix more popular in search?

This chart shows how often people search Google for Kayo Sports and Netflix by name. Each line represents a brand's share of searches for all ten streaming services we track, month by month, from searches in Australia.

Kayo Sports and Netflix among streaming services in Australia, by month

Share of searches by month for Netflix, Kayo Sports. 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%

How has the Kayo Sports and Netflix comparison changed over the last 12 months?

3 findings
  • Netflix was ahead of Kayo Sports in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kayo Sports’ share of searches among streaming services in Australia moved from 15.8% to 12.7%, and its estimated monthly branded searches moved from 466K to 356K.
  • Across the 12 months ending September 2026, Netflix’s share of searches among streaming services in Australia moved from 41.5% to 43.5%, and its estimated monthly branded searches held steady at 1.2M.

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

2 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, Kayo Sports rose from 4th to 3rd among streaming services in Australia.

How are branded searches counted?

3 search terms

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

Kayo Sports

2 branded search terms

  • kayo
  • kayo sports

Netflix

1 branded search term

  • netflix

How the Brand Demand Index is measured

Other head-to-heads among streaming services

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free