NOW vs Prime Video:Which is more popular?
In September 2026, NOW and Prime Video were level in searches among streaming services in the United Kingdom, with an estimated 550K branded searches each, at 10.6% of the total each. When we asked ChatGPT and Google AI Overviews about streaming services, Prime Video appeared in all four answers and NOW in three. Prime Video was mentioned before NOW in every answer.
Who do people search for more?
NOW and Prime Video are searched for about as often as each other.
Who does AI mention more?
Prime Video, mentioned in every answer we collected
Who does AI recommend more?
Prime Video, named ahead of NOW 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, Prime Video appeared in all four answers. NOW 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 NOW 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 NOW or Prime Video more popular in search?
This chart shows how often people search Google for NOW 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.
Share of searches by month for NOW, Prime Video. 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 NOW and Prime Video comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: NOW took it in November 2025, Prime Video took it in June 2026, NOW took it in August 2026.
- 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.
- 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?
3 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%.
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 NOW’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.
NOW
1 branded search term
- now tv
Prime Video
1 branded search term
- prime video
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