ITVX vs NOW:Which is more popular?
In September 2026, ITVX had more branded searches than NOW among streaming services in the United Kingdom. ITVX had about 673,000 branded searches, while NOW had 550,000. ITVX made up 13% of all streaming service searches we track, and NOW accounted for 10.6%. When we asked ChatGPT and Google AI Overviews about streaming services, ITVX and NOW each appeared in three of the four answers. ITVX and NOW were each mentioned first in two of the four answers.
Who do people search for more?
ITVX, about 22% more searches than NOW
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top streaming services in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, ITVX and NOW were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. ITVX and NOW were each listed first in two of the four answers.
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 NOW more popular in search?
This chart shows how often people search Google for ITVX and NOW 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 ITVX, NOW. 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 NOW comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: NOW took it in May 2026, ITVX took it in June 2026, NOW took it in August 2026, ITVX took it in September 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, NOW’s share of searches among streaming services in the United Kingdom moved from 8.3% to 10.6%, and its estimated monthly branded searches held steady at 550K.
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, NOW lost share of searches among streaming services in the United Kingdom, from 13.3% to 10.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ITVX’s and NOW’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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