--- title: "Streaming services in the United Kingdom: Which are searched most?" description: "Compare the TV and film streaming services people in the UK subscribe to. Share of Search among Netflix, Disney+, ITVX, NOW, Prime Video, Paramount+, discovery+ and Apple TV, the streaming services Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-streaming-services" publisher: "Brandwave" --- # Streaming services in the United Kingdom: Which are searched most? Compare the TV and film streaming services people in the UK subscribe to. Share of Search among Netflix, Disney+, ITVX, NOW, Prime Video, Paramount+, discovery+ and Apple TV, the streaming services Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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 - **Competitive set**: Streaming services - **Market**: United Kingdom - **Brands compared**: 8 - **Month measured**: Sep 2026 - **Highest Share of Search**: Netflix, 43.3% ## Which brand is most popular in search among streaming services in the United Kingdom? - 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%. - 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. ## 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. 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. ## Compare search popularity between leading brands - [Netflix vs Disney+: compare search popularity](/demand/uk/compare/disney-plus-vs-netflix): 43.3% against 15.9% Share of Search. - [Netflix vs ITVX: compare search popularity](/demand/uk/compare/itvx-vs-netflix): 43.3% against 13% Share of Search. - [Netflix vs NOW: compare search popularity](/demand/uk/compare/netflix-vs-now-tv): 43.3% against 10.6% Share of Search. - [Netflix vs Prime Video: compare search popularity](/demand/uk/compare/netflix-vs-prime-video): 43.3% against 10.6% Share of Search. - [Disney+ vs ITVX: compare search popularity](/demand/uk/compare/disney-plus-vs-itvx): 15.9% against 13% Share of Search. - [Disney+ vs NOW: compare search popularity](/demand/uk/compare/disney-plus-vs-now-tv): 15.9% against 10.6% Share of Search. - [Disney+ vs Prime Video: compare search popularity](/demand/uk/compare/disney-plus-vs-prime-video): 15.9% against 10.6% Share of Search. - [ITVX vs NOW: compare search popularity](/demand/uk/compare/itvx-vs-now-tv): 13% against 10.6% Share of Search. - [ITVX vs Prime Video: compare search popularity](/demand/uk/compare/itvx-vs-prime-video): 13% against 10.6% Share of Search. - [NOW vs Prime Video: compare search popularity](/demand/uk/compare/now-tv-vs-prime-video): 10.6% Share of Search each. ## 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. - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Netflix | 43.3% | 2.2M | 0.0% | Netflix | | 2 | Disney+ | 15.9% | 823K | 0.0% | The Walt Disney Company | | 3 | ITVX | 13% | 673K | +22.4% | ITV | | 4 | NOW | 10.6% | 550K | -18.3% | NOW | | 5 | Prime Video | 10.6% | 550K | 0.0% | Amazon | | 6 | Paramount+ | 5.8% | 301K | +49.8% | Paramount+ | | 7 | discovery+ | 0.64% | 33.1K | 0.0% | Warner Bros. Discovery | | 8 | Apple TV | 0.07% | 3.6K | +125.0% | Apple TV | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Netflix | 3.4M | 50.8% | 1 | | Oct 2025 | Disney+ | 1M | 15.2% | 2 | | Oct 2025 | ITVX | 673K | 10.2% | 3 | | Oct 2025 | Prime Video | 673K | 10.2% | 4 | | Oct 2025 | NOW | 550K | 8.3% | 5 | | Oct 2025 | discovery+ | 165K | 2.5% | 6 | | Oct 2025 | Paramount+ | 165K | 2.5% | 7 | | Oct 2025 | Apple TV | 14.8K | 0.22% | 8 | | Nov 2025 | Netflix | 2.7M | 42.7% | 1 | | Nov 2025 | Disney+ | 1M | 15.6% | 2 | | Nov 2025 | ITVX | 1M | 15.6% | 3 | | Nov 2025 | NOW | 673K | 10.5% | 4 | | Nov 2025 | Prime Video | 550K | 8.6% | 5 | | Nov 2025 | Paramount+ | 246K | 3.8% | 6 | | Nov 2025 | discovery+ | 201K | 3.1% | 7 | | Nov 2025 | Apple TV | 8.1K | 0.13% | 8 | | Dec 2025 | Netflix | 3.4M | 50.9% | 1 | | Dec 2025 | Disney+ | 1M | 15.2% | 2 | | Dec 2025 | ITVX | 673K | 10.2% | 3 | | Dec 2025 | NOW | 673K | 10.2% | 4 | | Dec 2025 | Prime Video | 550K | 8.3% | 5 | | Dec 2025 | Paramount+ | 201K | 3.1% | 6 | | Dec 2025 | discovery+ | 135K | 2% | 7 | | Dec 2025 | Apple TV | 5.4K | 0.08% | 8 | | Jan 2026 | Netflix | 3.4M | 47.4% | 1 | | Jan 2026 | Disney+ | 1M | 14.1% | 2 | | Jan 2026 | ITVX | 1M | 14.1% | 3 | | Jan 2026 | NOW | 673K | 9.5% | 4 | | Jan 2026 | Prime Video | 550K | 7.8% | 5 | | Jan 2026 | discovery+ | 246K | 3.5% | 6 | | Jan 2026 | Paramount+ | 246K | 3.5% | 7 | | Jan 2026 | Apple TV | 3.6K | 0.05% | 8 | | Feb 2026 | Netflix | 2.7M | 43.7% | 1 | | Feb 2026 | ITVX | 1.2M | 19.4% | 2 | | Feb 2026 | Disney+ | 823K | 13.1% | 3 | | Feb 2026 | NOW | 673K | 10.7% | 4 | | Feb 2026 | Prime Video | 450K | 7.2% | 5 | | Feb 2026 | discovery+ | 201K | 3.2% | 6 | | Feb 2026 | Paramount+ | 165K | 2.6% | 7 | | Feb 2026 | Apple TV | 1.9K | 0.03% | 8 | | Mar 2026 | Netflix | 2.7M | 44.5% | 1 | | Mar 2026 | Disney+ | 1M | 16.3% | 2 | | Mar 2026 | ITVX | 823K | 13.4% | 3 | | Mar 2026 | NOW | 673K | 10.9% | 4 | | Mar 2026 | Prime Video | 550K | 8.9% | 5 | | Mar 2026 | Paramount+ | 201K | 3.3% | 6 | | Mar 2026 | discovery+ | 165K | 2.7% | 7 | | Mar 2026 | Apple TV | 1.6K | 0.03% | 8 | | Apr 2026 | Netflix | 2.2M | 42.3% | 1 | | Apr 2026 | Disney+ | 823K | 15.6% | 2 | | Apr 2026 | ITVX | 673K | 12.7% | 3 | | Apr 2026 | NOW | 673K | 12.7% | 4 | | Apr 2026 | Prime Video | 673K | 12.7% | 5 | | Apr 2026 | Paramount+ | 135K | 2.6% | 6 | | Apr 2026 | discovery+ | 74K | 1.4% | 7 | | Apr 2026 | Apple TV | 1K | 0.02% | 8 | | May 2026 | Netflix | 2.2M | 43.2% | 1 | | May 2026 | Disney+ | 823K | 15.9% | 2 | | May 2026 | NOW | 673K | 13% | 3 | | May 2026 | Prime Video | 673K | 13% | 4 | | May 2026 | ITVX | 550K | 10.6% | 5 | | May 2026 | Paramount+ | 165K | 3.2% | 6 | | May 2026 | discovery+ | 60.5K | 1.2% | 7 | | May 2026 | Apple TV | 1K | 0.02% | 8 | | Jun 2026 | ITVX | 2.7M | 38.4% | 1 | | Jun 2026 | Netflix | 2.2M | 31.4% | 2 | | Jun 2026 | Disney+ | 823K | 11.5% | 3 | | Jun 2026 | Prime Video | 673K | 9.4% | 4 | | Jun 2026 | NOW | 450K | 6.3% | 5 | | Jun 2026 | Paramount+ | 165K | 2.3% | 6 | | Jun 2026 | discovery+ | 40.5K | 0.57% | 7 | | Jun 2026 | Apple TV | 1.3K | 0.02% | 8 | | Jul 2026 | ITVX | 2.2M | 33.7% | 1 | | Jul 2026 | Netflix | 2.2M | 33.7% | 2 | | Jul 2026 | Disney+ | 823K | 12.4% | 3 | | Jul 2026 | NOW | 550K | 8.3% | 4 | | Jul 2026 | Prime Video | 550K | 8.3% | 5 | | Jul 2026 | Paramount+ | 201K | 3% | 6 | | Jul 2026 | discovery+ | 33.1K | 0.5% | 7 | | Jul 2026 | Apple TV | 1.3K | 0.02% | 8 | | Aug 2026 | Netflix | 2.2M | 44.2% | 1 | | Aug 2026 | Disney+ | 823K | 16.2% | 2 | | Aug 2026 | NOW | 673K | 13.3% | 3 | | Aug 2026 | ITVX | 550K | 10.8% | 4 | | Aug 2026 | Prime Video | 550K | 10.8% | 5 | | Aug 2026 | Paramount+ | 201K | 4% | 6 | | Aug 2026 | discovery+ | 33.1K | 0.65% | 7 | | Aug 2026 | Apple TV | 1.6K | 0.03% | 8 | | Sep 2026 | Netflix | 2.2M | 43.3% | 1 | | Sep 2026 | Disney+ | 823K | 15.9% | 2 | | Sep 2026 | ITVX | 673K | 13% | 3 | | Sep 2026 | NOW | 550K | 10.6% | 4 | | Sep 2026 | Prime Video | 550K | 10.6% | 5 | | Sep 2026 | Paramount+ | 301K | 5.8% | 6 | | Sep 2026 | discovery+ | 33.1K | 0.64% | 7 | | Sep 2026 | Apple TV | 3.6K | 0.07% | 8 | ## What is being compared - **Apple TV**: Measured on the search term “apple tv plus”. - **discovery+**: Measured on the search term “discovery plus”. - **Disney+**: Measured on the search term “disney plus”. - **ITVX**: Measured on the search term “itvx”. - **Netflix**: Measured on the search term “netflix”. - **NOW**: Measured on the search term “now tv”. - **Paramount+**: Measured on the search term “paramount plus”. - **Prime Video**: Measured on the search term “prime video”. - [Apple TV](/demand/uk/brands/apple-tv) - [discovery+](/demand/uk/brands/discovery-plus) - [Disney+](/demand/uk/brands/disney-plus) - [ITVX](/demand/uk/brands/itvx) - [Netflix](/demand/uk/brands/netflix) - [NOW](/demand/uk/brands/now-tv) - [Paramount+](/demand/uk/brands/paramount-plus) - [Prime Video](/demand/uk/brands/prime-video) ## 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 ### Which brand is most popular in search among streaming services in the United Kingdom? 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. ## Cite this page Brandwave. "Streaming services in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-streaming-services This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-streaming-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.