--- title: "ITVX: search popularity in the United Kingdom" description: "ITVX is ITV's free and paid streaming service. 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." canonical: "https://gobrandwave.com/demand/uk/brands/itvx" publisher: "Brandwave" --- # ITVX: search popularity in the United Kingdom ITVX is ITV's free and paid streaming service. 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. ## Key facts - **Brand**: ITVX - **Owned by**: ITV - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among streaming services**: 13% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Streaming services | 3 | 13% | 673K | - [Streaming services in the UK](/demand/uk/categories/uk-streaming-services) ## Top streaming services in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, ITVX was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. ITVX is the sixth most recommended of the eight. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Netflix | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Disney+ | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Prime Video | 3rd | 3 of 3 | 1 of 1 | 4 of 4 | | Apple TV | 4th | 3 of 3 | 1 of 1 | 4 of 4 | | NOW | 5th | 2 of 3 | 1 of 1 | 3 of 4 | | ITVX | 6th | 2 of 3 | 1 of 1 | 3 of 4 | | Paramount+ | 7th | 0 of 3 | 1 of 1 | 1 of 4 | | discovery+ | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about streaming services - Asked ChatGPT "What's the best streaming service in the UK?": 1. Netflix, 2. Prime Video, 3. Disney+, 4. Apple TV, 5. NOW, 6. ITVX - Asked ChatGPT "Which streaming service has the best TV shows?": 1. Netflix, 2. Apple TV, 3. Disney+, 4. Prime Video, 5. NOW - Asked ChatGPT "What's the cheapest streaming service worth paying for in the UK?": 1. Disney+, 2. Prime Video, 3. Netflix, 4. Apple TV, 5. ITVX - Searched Google, AI Overview "streaming services": 1. Netflix, 2. Prime Video, 3. Disney+, 4. Apple TV, 5. Paramount+, 6. ITVX, 7. NOW Not named in any answer: discovery+. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for ITVX changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for ITVX in the United Kingdom held steady at 673K. - Across the 12 months ending September 2026, ITVX’s share of searches among streaming services in the United Kingdom increased from 10.2% to 13%. - Across the 12 months ending September 2026, ITVX’s share of searches among streaming services in the United Kingdom peaked at 38.4% in June 2026 and was lowest at 10.2% in October 2025. ## How did search popularity change for United Kingdom streaming services in September 2026? - In September 2026, ITVX overtook NOW to rank 3rd among streaming services in the United Kingdom, with 13% of the searches. - In September 2026, Paramount+ gained share of searches among streaming services in the United Kingdom, from 4% to 5.8%. - In September 2026, NOW lost share of searches among streaming services in the United Kingdom, from 13.3% to 10.6%. - In September 2026, Netflix lost share of searches among streaming services in the United Kingdom, from 44.2% to 43.3%. - Estimated monthly branded searches for discovery+ in the United Kingdom fell 79.9% over 12 measured months, from 165K to 33.1K in September 2026. - Estimated monthly branded searches for Apple TV in the United Kingdom fell 75.7% over 12 measured months, from 14.8K to 3.6K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Streaming services | 673K | 10.2% | 3 | | Nov 2025 | Streaming services | 1M | 15.6% | 3 | | Dec 2025 | Streaming services | 673K | 10.2% | 3 | | Jan 2026 | Streaming services | 1M | 14.1% | 3 | | Feb 2026 | Streaming services | 1.2M | 19.4% | 2 | | Mar 2026 | Streaming services | 823K | 13.4% | 3 | | Apr 2026 | Streaming services | 673K | 12.7% | 3 | | May 2026 | Streaming services | 550K | 10.6% | 5 | | Jun 2026 | Streaming services | 2.7M | 38.4% | 1 | | Jul 2026 | Streaming services | 2.2M | 33.7% | 1 | | Aug 2026 | Streaming services | 550K | 10.8% | 4 | | Sep 2026 | Streaming services | 673K | 13% | 3 | ## How are ITVX’s branded searches counted? Brandwave collects information about searches that people make online using ITVX’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. - “itvx” ## Which streaming services compete with ITVX? - [Netflix](/demand/uk/brands/netflix): Head-to-head: /demand/uk/compare/itvx-vs-netflix - [Disney+](/demand/uk/brands/disney-plus): Head-to-head: /demand/uk/compare/disney-plus-vs-itvx - [NOW](/demand/uk/brands/now-tv): Head-to-head: /demand/uk/compare/itvx-vs-now-tv - [Prime Video](/demand/uk/brands/prime-video): Head-to-head: /demand/uk/compare/itvx-vs-prime-video - [Paramount+](/demand/uk/brands/paramount-plus): Head-to-head: /demand/uk/compare/itvx-vs-paramount-plus - [discovery+](/demand/uk/brands/discovery-plus) - [Apple TV](/demand/uk/brands/apple-tv) ## Who owns ITVX? ITVX is owned by ITV. Brandwave does not track any other brands owned by ITV. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns ITVX? ITVX is owned by ITV. Brandwave does not track any other brands owned by ITV. ## Cite this page Brandwave. "ITVX: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/itvx This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/itvx. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.