Brandwave

BritBox vs Kayo Sports:Which is more popular?

In September 2026, Kayo Sports had more branded searches than BritBox among streaming services in Australia. Kayo Sports had about 356,000 branded searches, while BritBox had 49,500. Kayo Sports made up 12.7% of all streaming service searches we track, and BritBox accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about streaming services, Kayo Sports appeared in three of the five answers and BritBox in two. Kayo Sports was mentioned before BritBox in three out of four answers that named either.

Among streaming services in Australia in September 2026

Who do people search for more?

Kayo Sports, about 7 searches for every 1 for BritBox

Kayo Sports 356K searchesBritBox 49.5K searches

Who does AI mention more?

Kayo Sports, mentioned in 3 of 5 answers, BritBox in 2

Kayo Sports in 3 of 5BritBox in 2 of 5

Who does AI recommend more?

Kayo Sports, named ahead of BritBox in 3 of 4 answers

Kayo Sports first in 3BritBox first in 1

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Top streaming services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, 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. BritBox was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Kayo Sports was listed before BritBox in three out of four answers that named either.

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 BritBox or Kayo Sports more popular in search?

This chart shows how often people search Google for BritBox and Kayo Sports 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.

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

Share of searches by month for Kayo Sports, BritBox. 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 BritBox and Kayo Sports comparison changed over the last 12 months?

3 findings
  • Kayo Sports was ahead of BritBox in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, BritBox’s share of searches among streaming services in Australia moved from 2.5% to 1.8%, and its estimated monthly branded searches moved from 74K to 49.5K.
  • 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.

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

2 changes

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

  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 BritBox’s and Kayo Sports’ 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.

BritBox

1 branded search term

  • britbox

Kayo Sports

2 branded search terms

  • kayo
  • kayo sports

How the Brand Demand Index is measured

Other head-to-heads among streaming services

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