How popular isPrime Video?
In September 2026, people searched for Prime Video by name about 550,000 times in the United Kingdom, an 18.3% decrease from the previous year. These searches made up 10.6% of all United Kingdom streaming service searches, placing Prime Video fifth out of eight services. When we asked both ChatGPT and Google AI Overviews about streaming services, Prime Video appeared in all answers and was the third most recommended of the eight.
Prime Video is the fifth most searched of 8 competitors and the third most recommended in AI answers.
NetflixShare of searches 43.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
Disney+Share of searches 15.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
ITVXShare of searches 13%Mentioned in 3 of 4 AI answersPlace in AI recommendations 6th
NOWShare of searches 10.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
Prime VideoShare of searches 10.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
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Top streaming services in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Prime Video appeared in all four answers. Prime Video is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Netflix1st
- Disney+2nd
- Prime Video3rd
Apple TV4th- NOW5th
- ITVX6th
Paramount+7th
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
Asked ChatGPT
“What's the best streaming service in the UK?”
Asked ChatGPT
“Which streaming service has the best TV shows?”
Asked ChatGPT
“What's the cheapest streaming service worth paying for in the UK?”
Searched Google, AI Overview
“streaming services”
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 Prime Video?
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
| Month | Netflix | Disney+ | ITVX | NOW | Prime Video | Paramount+ | discovery+ | Apple TV |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 50.8% | 15.2% | 10.2% | 8.3% | 10.2% | 2.5% | 2.5% | 0.22% |
| Nov 2025 | 42.7% | 15.6% | 15.6% | 10.5% | 8.6% | 3.8% | 3.1% | 0.13% |
| Dec 2025 | 50.9% | 15.2% | 10.2% | 10.2% | 8.3% | 3.1% | 2% | 0.08% |
| Jan 2026 | 47.4% | 14.1% | 14.1% | 9.5% | 7.8% | 3.5% | 3.5% | 0.05% |
| Feb 2026 | 43.7% | 13.1% | 19.4% | 10.7% | 7.2% | 2.6% | 3.2% | 0.03% |
| Mar 2026 | 44.5% | 16.3% | 13.4% | 10.9% | 8.9% | 3.3% | 2.7% | 0.03% |
| Apr 2026 | 42.3% | 15.6% | 12.7% | 12.7% | 12.7% | 2.6% | 1.4% | 0.02% |
| May 2026 | 43.2% | 15.9% | 10.6% | 13% | 13% | 3.2% | 1.2% | 0.02% |
| Jun 2026 | 31.4% | 11.5% | 38.4% | 6.3% | 9.4% | 2.3% | 0.57% | 0.02% |
| Jul 2026 | 33.7% | 12.4% | 33.7% | 8.3% | 8.3% | 3% | 0.5% | 0.02% |
| Aug 2026 | 44.2% | 16.2% | 10.8% | 13.3% | 10.8% | 4% | 0.65% | 0.03% |
| Sep 2026 | 43.3% | 15.9% | 13% | 10.6% | 10.6% | 5.8% | 0.64% | 0.07% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.3% | 2.2M | 0% | -0.9 points | |
| 2, held 2nd | 15.9% | 823K | 0% | -0.3 points | |
| 3, moved from 4th to 3rd | 13% | 673K | +22.4% | +2.2 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 10.6% | 550K | -18.3% | -2.6 pointsmoved from 3rd to 4th | |
| 5, held 5th | 10.6% | 550K | 0% | -0.2 points | |
| 6, held 6th | 5.8% | 301K | +49.8% | +1.9 points | |
| 7, held 7th | 0.64% | 33.1K | 0% | 0 points | |
| 8, held 8th | 0.07% | 3.6K | +125% | 0 points |
1.
Netflix43.3%
Held 1st. 2.2M estimated branded searches, 0% vs prior month. Share -0.9 points.
2.
Disney+15.9%
Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.3 points.
3.
ITVX13%
Moved from 4th to 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +2.2 points.
4.
NOW10.6%
Moved from 3rd to 4th. 550K estimated branded searches, -18.3% vs prior month. Share -2.6 points.
10.6%
Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.
5.8%
Held 6th. 301K estimated branded searches, +49.8% vs prior month. Share +1.9 points.
0.64%
Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
8.
Apple TV0.07%
Held 8th. 3.6K estimated branded searches, +125% vs prior month. Share 0 points.
Compare popularity between Prime Video and its closest rivals
Every comparison with Prime Video
7 comparisons
How has branded search demand for Prime Video changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Prime Video in the United Kingdom fell from 673K to 550K.
- Across the 12 months ending September 2026, Prime Video’s share of searches among streaming services in the United Kingdom peaked at 13% in May 2026 and was lowest at 7.2% in February 2026.
- Across the 12 months ending September 2026, Prime Video fell from 4th to 5th among streaming services in the United Kingdom.
How did search popularity change for United Kingdom streaming services in September 2026?
6 changes
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.
How are Prime Video’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Prime Video’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.
- prime video
Who owns Prime Video?
Prime Video is owned by 
Amazon. Brandwave also tracks Amazon, Amazon Fire Tablet, 
Amazon Music, 
Blink and 
Ring, owned by the same company, in the United Kingdom.
Do you work for Prime Video? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Prime Video your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.