Brandwave

ITVX vs Prime Video:Which is more popular?

In September 2026, ITVX had more branded searches than Prime Video among streaming services in the United Kingdom. ITVX had about 673,000 branded searches, while Prime Video had 550,000. ITVX made up 13% of all streaming service searches we track, and Prime Video accounted for 10.6%. When we asked ChatGPT and Google AI Overviews about streaming services, Prime Video appeared in all four answers and ITVX in three. Prime Video was mentioned before ITVX in every answer.

Among streaming services in the United Kingdom in September 2026

Who do people search for more?

ITVX, about 22% more searches than Prime Video

ITVX 673K searchesPrime Video 550K searches

Who does AI mention more?

Prime Video, mentioned in every answer we collected

Prime Video in 4 of 4ITVX in 3 of 4

Who does AI recommend more?

Prime Video, named ahead of ITVX in every answer

Prime Video first in 4ITVX never first

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Top streaming services in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Prime Video 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. Prime Video was listed before ITVX in every answer.

Most recommended by AI

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

  1. Netflix1st
  2. Disney+2nd
  3. Prime Video3rd
  4. Apple TV4th
  5. NOW5th
  6. ITVX6th
  7. Paramount+7th
  8. 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

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 Prime Video more popular in search?

This chart shows how often people search Google for ITVX and Prime Video 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.

ITVX and Prime Video among streaming services in the United Kingdom, by month

Share of searches by month for ITVX, Prime Video. The figures are in the table below the chart.

View monthly share of searches table
MonthNetflixDisney+ITVXNOWPrime VideoParamount+discovery+Apple TV
Oct 202550.8%15.2%10.2%8.3%10.2%2.5%2.5%0.22%
Nov 202542.7%15.6%15.6%10.5%8.6%3.8%3.1%0.13%
Dec 202550.9%15.2%10.2%10.2%8.3%3.1%2%0.08%
Jan 202647.4%14.1%14.1%9.5%7.8%3.5%3.5%0.05%
Feb 202643.7%13.1%19.4%10.7%7.2%2.6%3.2%0.03%
Mar 202644.5%16.3%13.4%10.9%8.9%3.3%2.7%0.03%
Apr 202642.3%15.6%12.7%12.7%12.7%2.6%1.4%0.02%
May 202643.2%15.9%10.6%13%13%3.2%1.2%0.02%
Jun 202631.4%11.5%38.4%6.3%9.4%2.3%0.57%0.02%
Jul 202633.7%12.4%33.7%8.3%8.3%3%0.5%0.02%
Aug 202644.2%16.2%10.8%13.3%10.8%4%0.65%0.03%
Sep 202643.3%15.9%13%10.6%10.6%5.8%0.64%0.07%

How has the ITVX and Prime Video comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Prime Video took it in May 2026, ITVX took it in June 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, Prime Video’s share of searches among streaming services in the United Kingdom moved from 10.2% to 10.6%, and its estimated monthly branded searches moved from 673K to 550K.

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

2 changes

  1. In September 2026, ITVX overtook NOW to rank 3rd among streaming services in the United Kingdom, with 13% of the searches.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ITVX’s and Prime Video’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

1 branded search term

  • itvx

Prime Video

1 branded search term

  • prime video

How the Brand Demand Index is measured

Other head-to-heads among streaming services

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