Streaming services in the United Kingdom:Which are most popular?

Name: Streaming services in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Netflix was the most searched streaming service in the United Kingdom, accounting for 43.3% of all searches among the eight services we track. When we checked with ChatGPT and Google AI Overviews, Netflix, Disney+, Prime Video and Apple TV showed up in every answer. Netflix was recommended most often, coming first in three out of four responses.

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Top streaming services in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Netflix, Disney+, Prime Video and Apple TV appeared every time. Netflix was recommended most often, coming first in three out of four answers. Disney+ was second, and Prime Video was third. discovery+, which ranked seventh in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Netflix	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Disney+	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Prime Video	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Apple TV	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
ITVX	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
NOW	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Paramount+	Named in 0 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	1 of 4
discovery+	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

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?”
1. 1Netflix
2. 2Prime Video
3. 3Disney+
4. 4Apple TV
5. 5NOW
6. 6ITVX
Asked ChatGPT
“Which streaming service has the best TV shows?”
1. 1Netflix
2. 2Apple TV
3. 3Disney+
4. 4Prime Video
5. 5NOW
Asked ChatGPT
“What's the cheapest streaming service worth paying for in the UK?”
1. 1Disney+
2. 2Prime Video
3. 3Netflix
4. 4Apple TV
5. 5ITVX
Searched Google, AI Overview
“streaming services”
1. 1Netflix
2. 2Prime Video
3. 3Disney+
4. 4Apple TV
5. 5Paramount+
6. 6ITVX
7. 7NOW

Not named in any answer:

discovery+

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

Which streaming services do people search for most?

This chart shows how often people search Google for each streaming service by name. Each line represents a brand's share of searches for all eight streaming services we track, month by month, from searches in United Kingdom.

Share of searches among streaming services in the United Kingdom, by month

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	Netflix	43.3%	2.2M	0%	-0.9 points
2, held 2nd	Disney+	15.9%	823K	0%	-0.3 points
3, moved from 4th to 3rd	ITVX	13%	673K	+22.4%	+2.2 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	NOW	10.6%	550K	-18.3%	-2.6 pointsmoved from 3rd to 4th
5, held 5th	Prime Video Amazon	10.6%	550K	0%	-0.2 points
6, held 6th	Paramount+	5.8%	301K	+49.8%	+1.9 points
7, held 7th	discovery+	0.64%	33.1K	0%	0 points
8, held 8th	Apple TV	0.07%	3.6K	+125%	0 points

1.Netflix
43.3%
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.ITVX
13%
Moved from 4th to 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +2.2 points.
4.NOW
10.6%
Moved from 3rd to 4th. 550K estimated branded searches, -18.3% vs prior month. Share -2.6 points.
5.Prime Video
10.6%
Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.
6.Paramount+
5.8%
Held 6th. 301K estimated branded searches, +49.8% vs prior month. Share +1.9 points.
7.discovery+
0.64%
Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
8.Apple TV
0.07%
Held 8th. 3.6K estimated branded searches, +125% vs prior month. Share 0 points.

Which brand is most popular in search among streaming services in the United Kingdom?

8 brands

In September 2026, Netflix was the most searched among streaming services in the United Kingdom, with an estimated 2.2M branded searches, 43.3% of all searches for the eight we track. Disney+ is in 2nd place, 27.4 percentage points behind at 15.9%.

United Kingdom streaming services, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Netflix	50.8% → 43.3%	50.9%Dec 2025	31.4%Jun 2026	1st
Disney+	15.2% → 15.9%	16.3%Mar 2026	11.5%Jun 2026	2nd
ITVX	10.2% → 13%	38.4%Jun 2026	10.2%Oct 2025	3rd
NOW	8.3% → 10.6%	13.3%Aug 2026	6.3%Jun 2026	5th → 4th
Prime Video	10.2% → 10.6%	13%May 2026	7.2%Feb 2026	4th → 5th
Paramount+	2.5% → 5.8%	5.8%Sep 2026	2.3%Jun 2026	7th → 6th
discovery+	2.5% → 0.64%	3.5%Jan 2026	0.5%Jul 2026	6th → 7th
Apple TV	0.22% → 0.07%	0.22%Oct 2025	0.02%Jun 2026	8th

Each finding as a sentence

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, Disney+’s share of searches among streaming services in the United Kingdom increased from 15.2% to 15.9%.
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, NOW’s share of searches among streaming services in the United Kingdom increased from 8.3% to 10.6%.
Across the 12 months ending September 2026, Paramount+’s share of searches among streaming services in the United Kingdom increased from 2.5% to 5.8%.
Across the 12 months ending September 2026, discovery+’s share of searches among streaming services in the United Kingdom decreased from 2.5% to 0.64%.
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.
Across the 12 months ending September 2026, Disney+’s share of searches among streaming services in the United Kingdom peaked at 16.3% in March 2026 and was lowest at 11.5% in June 2026.
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.
Across the 12 months ending September 2026, NOW’s share of searches among streaming services in the United Kingdom peaked at 13.3% in August 2026 and was lowest at 6.3% in June 2026.
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, Paramount+’s share of searches among streaming services in the United Kingdom peaked at 5.8% in September 2026 and was lowest at 2.3% in June 2026.
Across the 12 months ending September 2026, discovery+’s share of searches among streaming services in the United Kingdom peaked at 3.5% in January 2026 and was lowest at 0.5% in July 2026.
Across the 12 months ending September 2026, NOW rose from 5th to 4th among streaming services in the United Kingdom.
Across the 12 months ending September 2026, Prime Video fell from 4th to 5th among streaming services in the United Kingdom.
Across the 12 months ending September 2026, Paramount+ rose from 7th to 6th among streaming services in the United Kingdom.
Across the 12 months ending September 2026, discovery+ fell from 6th to 7th among streaming services in the United Kingdom.
Across the 12 months ending September 2026, Apple TV held steady: its share of searches among streaming services in the United Kingdom moved less than 0.5 percentage points.

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

8 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.
Estimated monthly branded searches for Prime Video in the United Kingdom fell 18.3% over 12 measured months, from 673K to 550K in September 2026.
Estimated monthly branded searches for Disney+ in the United Kingdom fell 17.7% over 12 measured months, from 1M to 823K in September 2026.

How are branded searches counted for streaming services?

8 search terms

Each brand's share of searches among streaming services comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.