Brandwave

How popular isNetflix?

In September 2026, people searched for Netflix by name about 2.2 million times in the United Kingdom, a 33.1% decrease from the previous year. These searches made up 43.3% of all United Kingdom streaming service searches, placing Netflix first out of eight services. When we asked both ChatGPT and Google AI Overviews about streaming services, Netflix appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

Netflix is the most searched of 8 competitors and the most recommended in AI answers.

  1. NetflixShare of searches 43.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. Disney+Share of searches 15.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. ITVXShare of searches 13%Mentioned in 3 of 4 AI answersPlace in AI recommendations 6th
  4. NOWShare of searches 10.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  5. Prime VideoShare of searches 10.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd

+3 more

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Top streaming services in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Netflix appeared in all four answers. Netflix is the most recommended of the eight.

Most recommended by AI

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

  1. Netflix1st
  2. Disney+2nd
  3. Prime Video3rd
  4. Apple TV4th
  5. NOW5th
  6. ITVX6th
  7. Paramount+7th
  8. discovery+–

Mentioned by AI

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

  • Netflix4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Disney+4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Prime Video4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Apple TV4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ITVX3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NOW3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Paramount+1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • discovery+0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about streaming services

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which streaming services compete with Netflix?

Netflix against streaming services in the United Kingdom, by month

Share of searches by month for Netflix, Disney+, ITVX, NOW, Prime Video, Paramount+. The figures are in the table below the chart.

View monthly share of searches table
MonthNetflixDisney+ITVXNOWPrime VideoParamount+discovery+Apple TV
Oct 202550.8%15.2%10.2%8.3%10.2%2.5%2.5%0.22%
Nov 202542.7%15.6%15.6%10.5%8.6%3.8%3.1%0.13%
Dec 202550.9%15.2%10.2%10.2%8.3%3.1%2%0.08%
Jan 202647.4%14.1%14.1%9.5%7.8%3.5%3.5%0.05%
Feb 202643.7%13.1%19.4%10.7%7.2%2.6%3.2%0.03%
Mar 202644.5%16.3%13.4%10.9%8.9%3.3%2.7%0.03%
Apr 202642.3%15.6%12.7%12.7%12.7%2.6%1.4%0.02%
May 202643.2%15.9%10.6%13%13%3.2%1.2%0.02%
Jun 202631.4%11.5%38.4%6.3%9.4%2.3%0.57%0.02%
Jul 202633.7%12.4%33.7%8.3%8.3%3%0.5%0.02%
Aug 202644.2%16.2%10.8%13.3%10.8%4%0.65%0.03%
Sep 202643.3%15.9%13%10.6%10.6%5.8%0.64%0.07%

  1. 1.Netflix

    43.3%

    Held 1st. 2.2M estimated branded searches, 0% vs prior month. Share -0.9 points.

  2. 2.Disney+

    15.9%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.ITVX

    13%

    Moved from 4th to 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +2.2 points.

  4. 4.NOW

    10.6%

    Moved from 3rd to 4th. 550K estimated branded searches, -18.3% vs prior month. Share -2.6 points.

  5. 5.Prime Video

    10.6%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Paramount+

    5.8%

    Held 6th. 301K estimated branded searches, +49.8% vs prior month. Share +1.9 points.

  7. 7.discovery+

    0.64%

    Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Apple TV

    0.07%

    Held 8th. 3.6K estimated branded searches, +125% vs prior month. Share 0 points.

Compare popularity between Netflix and its closest rivals

Every comparison with Netflix

7 comparisons

How has branded search demand for Netflix changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Netflix in the United Kingdom fell from 3.4M to 2.2M.
  • Across the 12 months ending September 2026, Netflix’s share of searches among streaming services in the United Kingdom decreased from 50.8% to 43.3%.
  • Across the 12 months ending September 2026, Netflix’s share of searches among streaming services in the United Kingdom peaked at 50.9% in December 2025 and was lowest at 31.4% in June 2026.

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

6 changes

  1. In September 2026, ITVX overtook NOW to rank 3rd among streaming services in the United Kingdom, with 13% of the searches.

  2. In September 2026, Paramount+ gained share of searches among streaming services in the United Kingdom, from 4% to 5.8%.

  3. In September 2026, NOW lost share of searches among streaming services in the United Kingdom, from 13.3% to 10.6%.

  4. In September 2026, Netflix lost share of searches among streaming services in the United Kingdom, from 44.2% to 43.3%.

  5. 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.

  6. 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.

How are Netflix’s branded searches counted?

1 search term

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

  • netflix

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How the Brand Demand Index is measured

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