Brandwave

How popular isHulu?

In September 2026, people searched for Hulu by name about 5 million times worldwide, an 18.3% decrease from the previous year. These searches made up 4.2% of all global OTT platform searches, placing Hulu fifth out of nine platforms. When we asked both ChatGPT and Google AI Overviews about OTT platforms, Hulu appeared in four of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Hulu is the fifth most searched of 9 competitors and the fifth most recommended in AI answers.

  1. NetflixShare of searches 70.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Disney+Share of searches 11.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. HBO MaxShare of searches 7.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Prime VideoShare of searches 6.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. HuluShare of searches 4.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th

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Top OTT platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hulu was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Hulu is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Netflix1st
  2. Disney+2nd
  3. Prime Video3rd
  4. HBO Max4th
  5. Hulu5th
  6. Uscreen6th
  7. Brightcove7th
  8. Kaltura–
  9. JW Player–

Mentioned by AI

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

  • Netflix4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Disney+4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Prime Video4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hulu4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HBO Max2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uscreen1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Brightcove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kaltura0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JW Player0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about OTT platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which OTT platforms compete with Hulu?

Hulu against OTT platforms worldwide, by month

Share of searches by month for Netflix, Disney+, HBO Max, Prime Video, Hulu. The figures are in the table below the chart.

View monthly share of searches table
MonthNetflixDisney+HBO MaxPrime VideoHuluKalturaUscreenJW PlayerBrightcove
Oct 202566.9%13.4%7.4%7.4%4.9%0.03%<0.01%0.01%<0.01%
Nov 202565.9%13.2%8.8%7.2%4.9%0.03%<0.01%0.01%<0.01%
Dec 202570.7%11.6%7.8%6.4%3.5%0.02%<0.01%<0.01%<0.01%
Jan 202668.9%11.3%9.3%6.2%4.2%0.02%<0.01%<0.01%<0.01%
Feb 202669.1%11.3%9.2%6.2%4.2%0.02%<0.01%<0.01%<0.01%
Mar 202666.8%13.3%8.9%6%4.9%0.03%<0.01%0.01%<0.01%
Apr 202666.8%10.9%10.9%7.3%4%0.03%<0.01%<0.01%<0.01%
May 202668.6%11.2%9.2%7.5%3.4%0.02%<0.01%<0.01%<0.01%
Jun 202669.6%11.4%9.3%6.3%3.4%0.02%<0.01%0.01%<0.01%
Jul 202670.8%11.6%7.8%6.4%3.5%0.02%<0.01%<0.01%<0.01%
Aug 202669%13.8%7.6%6.2%3.4%0.02%<0.01%<0.01%<0.01%
Sep 202670.2%11.5%7.7%6.3%4.2%0.03%<0.01%<0.01%<0.01%

  1. 1.Netflix

    70.2%

    Held 1st. 83.1M estimated branded searches, 0% vs prior month. Share +1.2 points.

  2. 2.Disney+

    11.5%

    Held 2nd. 13.6M estimated branded searches, -18.1% vs prior month. Share -2.3 points.

  3. 3.HBO Max

    7.7%

    Held 3rd. 9.1M estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Prime Video

    6.3%

    Held 4th. 7.5M estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Hulu

    4.2%

    Held 5th. 5M estimated branded searches, +22.2% vs prior month. Share +0.8 points.

  6. 6.Kaltura

    0.03%

    Held 6th. 33.1K estimated branded searches, +22.1% vs prior month. Share 0 points.

  7. 7.Uscreen

    <0.01%

    Held 7th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.JW Player

    <0.01%

    Held 8th. 9.8K estimated branded searches, +8.9% vs prior month. Share 0 points.

  9. 9.Brightcove

    <0.01%

    Held 9th. 10 estimated branded searches, -50% vs prior month. Share 0 points.

Compare popularity between Hulu and its closest rivals

Every comparison with Hulu

12 comparisons

How has branded search demand for Hulu changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hulu worldwide fell from 6.1M to 5M.
  • Across the 12 months ending September 2026, Hulu’s share of searches among OTT platforms worldwide decreased from 4.9% to 4.2%.
  • Across the 12 months ending September 2026, Hulu’s share of searches among OTT platforms worldwide peaked at 4.9% in October 2025 and was lowest at 3.4% in May 2026.

How did search popularity change for OTT platforms worldwide in September 2026?

6 changes

  1. In September 2026, Netflix gained share of searches among OTT platforms worldwide, from 69% to 70.2%.

  2. In September 2026, Hulu gained share of searches among OTT platforms worldwide, from 3.4% to 4.2%.

  3. In September 2026, Disney+ lost share of searches among OTT platforms worldwide, from 13.8% to 11.5%.

  4. Estimated monthly branded searches for Brightcove worldwide fell 75% over 12 measured months, from 40 to 10 in September 2026.

  5. Estimated monthly branded searches for JW Player worldwide fell 27.4% over 12 measured months, from 13.5K to 9.8K in September 2026.

  6. Estimated monthly branded searches for Uscreen worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

How are Hulu’s branded searches counted?

1 search term

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

  • hulu

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How the Brand Demand Index is measured

Where does Hulu compete?

Hulu is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Streaming services7th of 103.7%Show ranking
OTT platforms5th of 94.2%Shown above
Creator with pink hair and a pink jacket

Is Hulu your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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