HBO Max vs Netflix:Which is more popular by branded search?
In August 2026, Netflix had more branded searches than HBO Max among video streaming services worldwide. Netflix was estimated to have 83.1M branded searches compared to HBO Max’s 9.1M, and held a 69% Share of Search versus HBO Max’s 7.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, HBO Max or Netflix?
Compare the services people stream shows and films on. 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, HBO Max. The figures are in the table below the chart.
View monthly share of search table
| Month | Netflix | Disney+ | HBO Max | Amazon Prime Video | Hulu |
|---|---|---|---|---|---|
| Oct 2025 | 67% | 13.4% | 7.4% | 7.4% | 4.9% |
| Nov 2025 | 65.9% | 13.2% | 8.8% | 7.3% | 4.9% |
| Dec 2025 | 70.7% | 11.6% | 7.8% | 6.4% | 3.5% |
| Jan 2026 | 69% | 11.3% | 9.3% | 6.2% | 4.2% |
| Feb 2026 | 69.1% | 11.3% | 9.2% | 6.2% | 4.2% |
| Mar 2026 | 66.8% | 13.3% | 8.9% | 6% | 4.9% |
| Apr 2026 | 66.8% | 10.9% | 10.9% | 7.3% | 4% |
| May 2026 | 68.7% | 11.2% | 9.2% | 7.6% | 3.4% |
| Jun 2026 | 69.6% | 11.4% | 9.3% | 6.3% | 3.4% |
| Jul 2026 | 70.8% | 11.6% | 7.8% | 6.4% | 3.5% |
| Aug 2026 | 69% | 13.8% | 7.6% | 6.2% | 3.4% |
| Sep 2026 | — | — | — | — | — |
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 11 months ending August 2026.
- Across the 11 months ending August 2026, HBO Max’s estimated Share of Search among video streaming services worldwide moved from 7.4% to 7.6%, and its estimated monthly branded searches held steady at 9.1M.
- Across the 11 months ending August 2026, Netflix’s estimated Share of Search among video streaming services worldwide moved from 67% to 69%, and its estimated monthly branded searches held steady at 83.1M.
How did search popularity change for video streaming services worldwide in August 2026?
1 change
In August 2026, Netflix lost estimated Share of Search among video streaming services worldwide, from 70.8% to 69%.
How each brand is measured
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.
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.