--- title: "ITVX vs NOW: Which is searched more in the United Kingdom?" description: "Is ITVX or NOW more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Streaming services set in the United Kingdom. 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/compare/itvx-vs-now-tv" publisher: "Brandwave" --- # ITVX vs NOW: Which is searched more in the United Kingdom? Is ITVX or NOW more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Streaming services set in the United Kingdom. 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 - **Compared**: ITVX and NOW - **Competitive set**: Streaming services - **Market**: United Kingdom - **Month measured**: Sep 2026 - **ITVX Share of Search**: 13% - **NOW Share of Search**: 10.6% ## Is ITVX or NOW more popular in search? - 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%. - 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. ## 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. 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. ## 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, NOW lost share of searches among streaming services in the United Kingdom, from 13.3% to 10.6%. ## Month by month | Month | ITVX estimated searches | ITVX Share of Search | ITVX rank | NOW estimated searches | NOW Share of Search | NOW rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 673K | 10.2% | 3 | 550K | 8.3% | 5 | | Nov 2025 | 1M | 15.6% | 3 | 673K | 10.5% | 4 | | Dec 2025 | 673K | 10.2% | 3 | 673K | 10.2% | 4 | | Jan 2026 | 1M | 14.1% | 3 | 673K | 9.5% | 4 | | Feb 2026 | 1.2M | 19.4% | 2 | 673K | 10.7% | 4 | | Mar 2026 | 823K | 13.4% | 3 | 673K | 10.9% | 4 | | Apr 2026 | 673K | 12.7% | 3 | 673K | 12.7% | 4 | | May 2026 | 550K | 10.6% | 5 | 673K | 13% | 3 | | Jun 2026 | 2.7M | 38.4% | 1 | 450K | 6.3% | 5 | | Jul 2026 | 2.2M | 33.7% | 1 | 550K | 8.3% | 4 | | Aug 2026 | 550K | 10.8% | 4 | 673K | 13.3% | 3 | | Sep 2026 | 673K | 13% | 3 | 550K | 10.6% | 4 | ## How each brand is measured 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. - **ITVX**: Measured on the search term “itvx”. - **NOW**: Measured on the search term “now tv”. - [ITVX profile](/demand/uk/brands/itvx) - [NOW profile](/demand/uk/brands/now-tv) - [All streaming services in the United Kingdom](/demand/uk/categories/uk-streaming-services): The set both shares are measured inside, 8 brands. ## 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 ### Is ITVX or NOW more popular in search? 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%. ## Cite this page Brandwave. "ITVX vs NOW: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/itvx-vs-now-tv This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/itvx-vs-now-tv. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.