Brandwave

How popular isHBO Max?

In September 2026, people searched for HBO Max by name about 22,200 times in New Zealand, a 665.5% increase from the previous year. These searches made up 2.3% of all New Zealand TV and streaming service searches, placing HBO Max ninth out of 11 services. When we asked both ChatGPT and Google AI Overviews about TV and streaming services, HBO Max appeared in four of the five answers and was the third most recommended of the 11.

Search and AI answers in September 2026

HBO Max is the ninth most searched of 11 competitors and the third most recommended in AI answers.

  1. TVNZ+Share of searches 26.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 5th
  2. NetflixShare of searches 25.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. SkyShare of searches 12.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 8th
  4. Disney+Share of searches 11.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. HBO MaxShare of searches 2.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

+6 more

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Top TV and streaming services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HBO Max was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HBO Max is the third most recommended of the 11.

Most recommended by AI

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

  1. Netflix1st
  2. Prime Video2nd
  3. HBO Max3rd
  4. Disney+4th
  5. TVNZ+5th
  6. Apple TV6th
  7. Neon7th
  8. Sky8th
  9. ThreeNow9th
  10. Sky Sport Now10th
  11. +1 more

Mentioned by AI

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

  • TVNZ+5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Netflix5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Prime Video5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Neon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sky4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Disney+4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple TV4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ThreeNow4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HBO Max4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sky Sport Now3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about TV and streaming services

5 answers

Not named in any answer:

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

Which TV and streaming services compete with HBO Max?

HBO Max against TV and streaming services in New Zealand, by month

Share of searches by month for TVNZ+, Netflix, Sky, Disney+, Sky Sport Now, Prime Video, Apple TV, ThreeNow, HBO Max. The figures are in the table below the chart.

View monthly share of searches table
MonthTVNZ+NetflixSkyDisney+Sky Sport NowPrime VideoApple TVThreeNowHBO MaxMāori+Neon
Oct 202527.5%29.1%12.3%9.8%7.2%5.8%3.2%2.8%0.28%1.5%0.48%
Nov 202529.5%25.4%12.5%9.3%6.3%5.1%3.4%3.7%0.37%3.9%0.43%
Dec 202530.4%31%9.9%10.4%3.5%6.2%3.4%3%0.45%1%0.65%
Jan 202629.1%30.4%10.9%10.2%4.2%6.1%2.7%3.6%0.44%1.7%0.61%
Feb 202627.5%25.9%14.4%8.7%6.5%5.2%2.3%5.6%0.46%2.7%0.62%
Mar 202625.5%29%12.5%9.5%6.1%4.8%2.1%5%0.42%4.5%0.57%
Apr 202631.5%23.7%11%9.5%7.4%5.8%2.6%4.2%0.63%3%0.7%
May 202630.6%23.2%12.4%9.4%7.7%7%2.6%2.8%0.51%3%0.85%
Jun 202648.5%16.1%8.8%6.5%6.4%4.8%1.8%1.9%2.6%2%0.48%
Jul 202638.6%18.3%10.2%8.2%9.3%4.5%2%2.7%3%2.8%0.37%
Aug 202625.7%23.7%12.1%10.6%10.1%5.8%3.2%3.6%2.6%2.1%0.44%
Sep 202626.5%25.4%12.4%11.4%8.1%6.3%2.8%2.5%2.3%1.9%0.43%

  1. 1.TVNZ+

    26.5%

    Held 1st. 256K estimated branded searches, -3.9% vs prior month. Share +0.8 points.

  2. 2.Netflix

    25.4%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +1.7 points.

  3. 3.Sky

    12.4%

    Held 3rd. 120K estimated branded searches, -4.9% vs prior month. Share +0.2 points.

  4. 4.Disney+

    11.4%

    Held 4th. 110K estimated branded searches, +0.04% vs prior month. Share +0.8 points.

  5. 5.Sky Sport Now

    8.1%

    Held 5th. 77.9K estimated branded searches, -25.5% vs prior month. Share -2 points.

  6. 6.Prime Video

    6.3%

    Held 6th. 60.5K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Apple TV

    2.8%

    Moved from 8th to 7th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.

  8. 8.ThreeNow

    2.5%

    Moved from 7th to 8th. 24.4K estimated branded searches, -34% vs prior month. Share -1 points.

  9. 9.HBO Max

    2.3%

    Held 9th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.3 points.

  10. 10.Māori+

    1.9%

    Held 10th. 18.2K estimated branded searches, -15.1% vs prior month. Share -0.2 points.

  11. 11.Neon

    0.43%

    Held 11th. 4.2K estimated branded searches, -9% vs prior month. Share 0 points.

Compare popularity between HBO Max and its closest rivals

Every comparison with HBO Max

10 comparisons

How has branded search demand for HBO Max changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HBO Max in New Zealand rose from 2.9K to 22.2K.
  • Across the 12 months ending September 2026, HBO Max’s share of searches among TV and streaming services in New Zealand increased from 0.28% to 2.3%.
  • Across the 12 months ending September 2026, HBO Max’s share of searches among TV and streaming services in New Zealand peaked at 3% in July 2026 and was lowest at 0.28% in October 2025.
  • Across the 12 months ending September 2026, HBO Max rose from 11th to 9th among TV and streaming services in New Zealand.

How did search popularity change for New Zealand TV and streaming services in September 2026?

6 changes

  1. In September 2026, Netflix gained share of searches among TV and streaming services in New Zealand, from 23.7% to 25.4%.

  2. In September 2026, TVNZ+ gained share of searches among TV and streaming services in New Zealand, from 25.7% to 26.5%.

  3. In September 2026, Disney+ gained share of searches among TV and streaming services in New Zealand, from 10.6% to 11.4%.

  4. In September 2026, Sky Sport Now lost share of searches among TV and streaming services in New Zealand, from 10.1% to 8.1%.

  5. In September 2026, ThreeNow lost share of searches among TV and streaming services in New Zealand, from 3.6% to 2.5%.

  6. Sky’s share of searches among TV and streaming services in New Zealand has gained ground for 3 months in a row, from 8.8% to 12.4% in September 2026.

How are HBO Max’s branded searches counted?

1 search term

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

  • hbo max

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How the Brand Demand Index is measured

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