ITVX vs Netflix:Which is more popular?
In September 2026, Netflix had more branded searches than ITVX among streaming services in the United Kingdom. Netflix had about 2.2 million branded searches, while ITVX had 673,000. Netflix made up 43.3% of all streaming service searches we track, and ITVX accounted for 13%. When we asked ChatGPT and Google AI Overviews about streaming services, Netflix appeared in all four answers and ITVX in three. Netflix was mentioned before ITVX in every answer.
Who do people search for more?
Netflix, about 3 searches for every 1 for ITVX
Who does AI mention more?
Netflix, mentioned in every answer we collected
Who does AI recommend more?
Netflix, named ahead of ITVX in every answer
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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. ITVX was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Netflix was listed before ITVX in every answer.
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.
Is ITVX or Netflix more popular in search?
This chart shows how often people search Google for ITVX and Netflix 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 by month for Netflix, ITVX. 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% |
How has the ITVX and Netflix comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: ITVX took it in June 2026, Netflix took it in August 2026.
- Across the 12 months ending September 2026, ITVX’s share of searches among streaming services in the United Kingdom moved from 10.2% to 13%, and its estimated monthly branded searches held steady at 673K.
- Across the 12 months ending September 2026, Netflix’s share of searches among streaming services in the United Kingdom moved from 50.8% to 43.3%, and its estimated monthly branded searches moved from 3.4M to 2.2M.
How did search popularity change for United Kingdom streaming services in September 2026?
2 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, Netflix lost share of searches among streaming services in the United Kingdom, from 44.2% to 43.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ITVX’s and Netflix’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among streaming services
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