HBO Max vs Netflix:Which is searched more?
In September 2026, Netflix had more branded searches than HBO Max among streaming services worldwide. Netflix had about 83.1 million branded searches, while HBO Max had 9.1 million. Netflix made up 61.8% of all streaming service searches we track, and HBO Max accounted for 6.8%. These are worldwide searches for English-language branded terms.
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Is HBO Max or Netflix more popular in search?
Compare the streaming services guests choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Netflix, HBO Max. The figures are in the table below the chart.
View monthly share of searches table
| Month | Netflix | Disney+ | HBO Max | Prime Video | YouTube TV | Apple TV | Hulu | Fubo | Sling TV | Philo |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 59.3% | 11.8% | 6.5% | 6.5% | 5.3% | 3.6% | 4.4% | 1.6% | 0.87% | 0.04% |
| Nov 2025 | 57.7% | 11.5% | 7.7% | 6.3% | 5.2% | 4.3% | 4.3% | 1.9% | 1% | 0.04% |
| Dec 2025 | 64.6% | 10.6% | 7.1% | 5.8% | 3.2% | 3.9% | 3.2% | 0.96% | 0.53% | 0.03% |
| Jan 2026 | 62.9% | 10.3% | 8.5% | 5.7% | 3.8% | 3.1% | 3.8% | 1.1% | 0.62% | 0.04% |
| Feb 2026 | 62.9% | 10.3% | 8.4% | 5.7% | 4.6% | 3.1% | 3.8% | 0.76% | 0.51% | 0.04% |
| Mar 2026 | 60.3% | 12.1% | 8.1% | 5.4% | 4.4% | 3.6% | 4.4% | 1.1% | 0.49% | 0.04% |
| Apr 2026 | 61.5% | 10.1% | 10.1% | 6.8% | 3% | 3.7% | 3.7% | 0.74% | 0.41% | 0.04% |
| May 2026 | 63.1% | 10.3% | 8.4% | 6.9% | 3.1% | 3.8% | 3.1% | 0.76% | 0.42% | 0.04% |
| Jun 2026 | 62.3% | 10.2% | 8.3% | 5.6% | 4.6% | 3.8% | 3.1% | 1.7% | 0.41% | 0.04% |
| Jul 2026 | 64.2% | 10.5% | 7.1% | 5.8% | 3.9% | 3.9% | 3.2% | 1.2% | 0.35% | 0.04% |
| Aug 2026 | 62.9% | 12.6% | 6.9% | 5.7% | 3.1% | 4.6% | 3.1% | 0.76% | 0.34% | 0.04% |
| Sep 2026 | 61.8% | 10.1% | 6.8% | 5.6% | 5.6% | 4.6% | 3.7% | 1.4% | 0.5% | 0.03% |
How has the HBO Max and Netflix comparison changed over the last 12 months?
3 findings
- Netflix was ahead of HBO Max in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, HBO Max’s share of searches among streaming services worldwide moved from 6.5% to 6.8%, and its estimated monthly branded searches held steady at 9.1M.
- Across the 12 months ending September 2026, Netflix’s share of searches among streaming services worldwide moved from 59.3% to 61.8%, and its estimated monthly branded searches held steady at 83.1M.
How did search popularity change for streaming services worldwide in September 2026?
2 changes
In September 2026, Netflix lost share of searches among streaming services worldwide, from 62.9% to 61.8%.
HBO Max’s share of searches among streaming services worldwide has lost ground for 3 months in a row, from 8.3% to 6.8% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using HBO Max’s 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.
Other head-to-heads among streaming services
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