Hulu vs Netflix:Which is more popular by branded search?
In August 2026, Netflix had more branded searches than Hulu among streaming services worldwide. Netflix was estimated to have 83.1M branded searches compared to Hulu’s 4.1M, and held a 70.8% Share of Search versus Hulu’s 3.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hulu or Netflix?
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 Search by month for Netflix, Hulu. The figures are in the table below the chart.
View monthly share of search table
| Month | Netflix | Disney+ | Amazon Prime Video | Apple TV | Hulu | Max |
|---|---|---|---|---|---|---|
| Oct 2025 | 69.3% | 13.8% | 7.6% | 4.2% | 5.1% | 0.02% |
| Nov 2025 | 68.6% | 13.7% | 7.5% | 5.1% | 5.1% | 0.02% |
| Dec 2025 | 73.3% | 12% | 6.6% | 4.4% | 3.6% | 0.01% |
| Jan 2026 | 73.3% | 12% | 6.6% | 3.6% | 4.4% | 0.01% |
| Feb 2026 | 73.4% | 12% | 6.6% | 3.6% | 4.4% | 0.01% |
| Mar 2026 | 70.2% | 14% | 6.3% | 4.2% | 5.2% | 0.02% |
| Apr 2026 | 71.7% | 11.7% | 7.9% | 4.3% | 4.3% | 0.02% |
| May 2026 | 72.3% | 11.8% | 8% | 4.3% | 3.6% | 0.02% |
| Jun 2026 | 73.4% | 12% | 6.6% | 4.4% | 3.6% | 0.02% |
| Jul 2026 | 73.4% | 12% | 6.6% | 4.4% | 3.6% | 0.02% |
| Aug 2026 | 70.8% | 14.1% | 6.4% | 5.2% | 3.5% | 0.02% |
| Sep 2026 | — | — | — | — | — | — |
How has the Hulu and Netflix comparison changed over the last 12 months?
3 findings
- Netflix was ahead of Hulu in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hulu’s estimated Share of Search among streaming services worldwide moved from 5.1% to 3.5%, and its estimated monthly branded searches moved from 6.1M to 4.1M.
- Across the 11 months ending August 2026, Netflix’s estimated Share of Search among streaming services worldwide moved from 69.3% to 70.8%, and its estimated monthly branded searches held steady at 83.1M.
How did search popularity change for streaming services worldwide in August 2026?
2 changes
In August 2026, Netflix lost estimated Share of Search among streaming services worldwide, from 73.4% to 70.8%.
Estimated monthly branded searches for Hulu worldwide fell 33.2% over 11 measured months, from 6.1M to 4.1M in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Hulu’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.
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.