Brandwave

How popular isNetflix in search?

In August 2026, there were an estimated 83.1M branded searches for Netflix worldwide which held steady over the last 11 months. Netflix holds 69% estimated Share of Search among video streaming services worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Netflix69%
  2. Disney+13.8%
  3. HBO Max7.6%
  4. Amazon Prime Video6.2%
  5. Hulu3.4%
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Which video streaming services compete with Netflix?

Netflix against video streaming services worldwide, by month

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

View monthly share of search table
MonthNetflixDisney+HBO MaxAmazon Prime VideoHulu
Oct 202567%13.4%7.4%7.4%4.9%
Nov 202565.9%13.2%8.8%7.3%4.9%
Dec 202570.7%11.6%7.8%6.4%3.5%
Jan 202669%11.3%9.3%6.2%4.2%
Feb 202669.1%11.3%9.2%6.2%4.2%
Mar 202666.8%13.3%8.9%6%4.9%
Apr 202666.8%10.9%10.9%7.3%4%
May 202668.7%11.2%9.2%7.6%3.4%
Jun 202669.6%11.4%9.3%6.3%3.4%
Jul 202670.8%11.6%7.8%6.4%3.5%
Aug 202669%13.8%7.6%6.2%3.4%
Sep 2026—————

  1. 1.Netflix

    69%

    Held 1st. 83.1M estimated branded searches, 0% vs prior month. Share -1.8 points.

  2. 2.Disney+

    13.8%

    Held 2nd. 16.6M estimated branded searches, +22.1% vs prior month. Share +2.2 points.

  3. 3.HBO Max

    7.6%

    Held 3rd. 9.1M estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Amazon Prime Video

    6.2%

    Held 4th. 7.5M estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Hulu

    3.4%

    Held 5th. 4.1M estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare search popularity between Netflix and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Netflix worldwide held steady at 83.1M.
  • Across the 11 months ending August 2026, Netflix’s estimated Share of Search among video streaming services worldwide increased from 67% to 69%.
  • Across the 11 months ending August 2026, Netflix’s estimated Share of Search among video streaming services worldwide peaked at 70.8% in July 2026 and was lowest at 65.9% in November 2025.

How did search popularity change for video streaming services worldwide in August 2026?

  1. In August 2026, Disney+ gained estimated Share of Search among video streaming services worldwide, from 11.6% to 13.8%.

  2. In August 2026, Netflix lost estimated Share of Search among video streaming services worldwide, from 70.8% to 69%.

  3. Estimated monthly branded searches for Hulu worldwide fell 33.2% over 11 measured months, from 6.1M to 4.1M in August 2026.

  4. Estimated monthly branded searches for Amazon Prime Video worldwide fell 18.2% over 11 measured months, from 9.1M to 7.5M in August 2026.

Where does Netflix compete?

Netflix 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 SearchRanking
Video streaming services1st of 569%Shown above
Streaming services1st of 670.8%Show ranking

How is Netflix measured?

Brandwave collects information about searches that people make online using Netflix’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.

1 branded search term

  • netflix

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How the Brand Demand Index is measured

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Is Netflix your brand?

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