Brandwave

HBO Max vs Prime Video:Which is more popular?

In September 2026, HBO Max had more branded searches than Prime Video among streaming services worldwide. HBO Max had about 9.1 million branded searches, while Prime Video had 7.5 million. HBO Max made up 6.8% of all streaming service searches we track, and Prime Video accounted for 5.6%. When we asked ChatGPT and Google AI Overviews about streaming services, HBO Max and Prime Video each appeared in four of the five answers. HBO Max was mentioned before Prime Video in every answer that named either.

Among streaming services worldwide in September 2026

Who do people search for more?

HBO Max, about 22% more searches than Prime Video

HBO Max 9.1M searchesPrime Video 7.5M searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

HBO Max in 4 of 5Prime Video in 4 of 5

Who does AI recommend more?

HBO Max, named ahead of Prime Video in 4 of 4 answers

HBO Max first in 4Prime Video never first

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Top streaming services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HBO Max and Prime Video were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HBO Max was listed before Prime Video in every answer that named either.

Most recommended by AI

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

  1. Netflix1st
  2. HBO Max2nd
  3. Disney+3rd
  4. Hulu4th
  5. Prime Video5th
  6. YouTube TV6th
  7. Apple TV7th
  8. Sling TV8th
  9. Philo9th
  10. Fubo10th

Mentioned by AI

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

  • Disney+5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hulu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Netflix4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HBO Max4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Prime Video4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • YouTube TV4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple TV3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sling TV2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Philo2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fubo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about streaming services

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is HBO Max or Prime Video more popular in search?

This chart shows how often people search Google for HBO Max and Prime Video by name. Each line represents a brand's share of searches for all ten streaming services we track, month by month, from English-language searches worldwide.

HBO Max and Prime Video among streaming services worldwide, by month

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

View monthly share of searches table
MonthNetflixDisney+HBO MaxPrime VideoYouTube TVApple TVHuluFuboSling TVPhilo
Oct 202559.3%11.8%6.5%6.5%5.3%3.6%4.4%1.6%0.87%0.04%
Nov 202557.7%11.5%7.7%6.3%5.2%4.3%4.3%1.9%1%0.04%
Dec 202564.6%10.6%7.1%5.8%3.2%3.9%3.2%0.96%0.53%0.03%
Jan 202662.9%10.3%8.5%5.7%3.8%3.1%3.8%1.1%0.62%0.04%
Feb 202662.9%10.3%8.4%5.7%4.6%3.1%3.8%0.76%0.51%0.04%
Mar 202660.3%12.1%8.1%5.4%4.4%3.6%4.4%1.1%0.49%0.04%
Apr 202661.5%10.1%10.1%6.8%3%3.7%3.7%0.74%0.41%0.04%
May 202663.1%10.3%8.4%6.9%3.1%3.8%3.1%0.76%0.42%0.04%
Jun 202662.3%10.2%8.3%5.6%4.6%3.8%3.1%1.7%0.41%0.04%
Jul 202664.2%10.5%7.1%5.8%3.9%3.9%3.2%1.2%0.35%0.04%
Aug 202662.9%12.6%6.9%5.7%3.1%4.6%3.1%0.76%0.34%0.04%
Sep 202661.8%10.1%6.8%5.6%5.6%4.6%3.7%1.4%0.5%0.03%

How has the HBO Max and Prime Video comparison changed over the last 12 months?

3 findings
  • HBO Max was ahead of Prime Video 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, Prime Video’s share of searches among streaming services worldwide moved from 6.5% to 5.6%, and its estimated monthly branded searches moved from 9.1M to 7.5M.

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

2 changes

  1. 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.

  2. Estimated monthly branded searches for Prime Video worldwide fell 18.2% over 12 measured months, from 9.1M to 7.5M 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 Prime Video’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.

HBO Max

1 branded search term

  • hbo max

Prime Video

1 branded search term

  • amazon prime video

How the Brand Demand Index is measured

Other head-to-heads among streaming services

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