Streaming Services,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about streaming services — and record exactly which brands they put forward. Right now, Netflix owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Netflix is the default answer.
Named in 67% of streaming services answers, typically in position 1.6. Amazon Prime Video follows at 52%, NOW at 25%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Netflix | 67% | 1.6 | 12% | 43% |
| 2 | Amazon Prime Video | 52% | 3.4 | 3% | 9% |
| 3 | NOW | 25% | 3.3 | 9% | 13% |
| 4 | BBC iPlayer | 25% | 3.6 | 0% | — |
| 5 | Sky Go | 23% | 2.6 | 9% | 25% |
| 6 | Apple TV+ | 22% | 3.8 | 6% | 20% |
| 7 | YouTube | 18% | 3.7 | 6% | 0% |
| 8 | Max | 13% | 3.4 | 0% | — |
| 9 | MUBI | 12% | 2.6 | 3% | 100% |
| 10 | TNT Sports | 12% | 3.4 | 0% | 0% |
| 11 | BFI Player | 12% | 4.1 | 12% | 15% |
| 12 | Channel 4 | 12% | 5.3 | 0% | 0% |
| 13 | My5 | 10% | 6.7 | 0% | — |
| 14 | Spotify | 8% | 2.2 | 3% | 25% |
| 15 | Sky Sports | 8% | 3.0 | 0% | — |
Streaming Services is decided on attraction.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In streaming services, MUBI leads attraction at 126 against STV Player at 77, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full streaming services desire edition →
Before it answers, it goes looking for Netflix.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 55 searches in streaming services, Netflix is named in 19% of the ones that name a brand at all. ChatGPT Web does not report its searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
The referees of streaming services.
The independent sources AI models cite when answering streaming services questions — the places a brand needs to be seen, reviewed and ranked.
Netflix converts reads into citations. Amazon Prime Video doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Netflix converts 43% of reads; Amazon Prime Video just 9%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Netflix | 67% | 1.6 | 12% | 43% |
| 2 | Amazon Prime Video | 52% | 3.4 | 3% | 9% |
| 3 | NOW | 25% | 3.3 | 9% | 13% |
| 4 | BBC iPlayer | 25% | 3.6 | 0% | — |
| 5 | Sky Go | 23% | 2.6 | 9% | 25% |
| 6 | Apple TV+ | 22% | 3.8 | 6% | 20% |
| 7 | YouTube | 18% | 3.7 | 6% | 0% |
| 8 | Max | 13% | 3.4 | 0% | — |
| 9 | MUBI | 12% | 2.6 | 3% | 100% |
| 10 | TNT Sports | 12% | 3.4 | 0% | 0% |
| 11 | BFI Player | 12% | 4.1 | 12% | 15% |
| 12 | Channel 4 | 12% | 5.3 | 0% | 0% |
| 13 | My5 | 10% | 6.7 | 0% | — |
| 14 | Spotify | 8% | 2.2 | 3% | 25% |
| 15 | Sky Sports | 8% | 3.0 | 0% | — |
The models do not agree on who leads.
Ask about streaming services and the brand you are shown depends on the assistant: Claude → Amazon Prime Video, Gemini → Netflix, ChatGPT → Netflix. Their top-five lists share just 25% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Apple TV+ | 0% | 40% | 25% | 40pp |
| Netflix | 50% | 80% | 70% | 30pp |
| BBC iPlayer | 10% | 40% | 25% | 30pp |
| Sky Go | 10% | 30% | 30% | 20pp |
| Disney+ | 0% | 0% | 20% | 20pp |
| BritBox | 15% | 0% | 0% | 15pp |
| Channel 4 | 5% | 10% | 20% | 15pp |
| Kanopy | 0% | 15% | 5% | 15pp |
| NOW | 25% | 20% | 30% | 10pp |
| YouTube | 15% | 25% | 15% | 10pp |
How-to guides carry streaming services.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Community threads convert best — 81% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 46 | 15 | 75% |
| Comparisons | 45 | 28 | 62% |
| Editorial | 31 | 42 | 42% |
| pricing | 25 | 23 | 52% |
| Listicles | 24 | 9 | 73% |
| Product pages | 22 | 17 | 56% |
| News | 14 | 13 | 52% |
| Community threads | 13 | 3 | 81% |
Structured data is what separates cited from ignored.
Of the streaming services pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 25 percentage points; cites its sources pages fare 30pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 496 | 63% | 304 | 38% | +25pp |
| Named author | 357 | 62% | 443 | 46% | +16pp |
| Specifications | 78 | 62% | 722 | 53% | +9pp |
| Updated this year | 318 | 54% | 482 | 53% | +1pp |
| Hard statistics | 287 | 54% | 513 | 53% | +1pp |
| Comparison table | 231 | 48% | 569 | 56% | -7pp |
| Answer up front | 261 | 45% | 539 | 58% | -12pp |
| Cites its sources | 54 | 26% | 746 | 55% | -30pp |
Spotify builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. BBC iPlayer is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Spotify | 33 | 33% | 3 |
| Apple TV+ | 30 | 24% | 34 |
| BBC iPlayer | 29 | 0% | 112 |
| NOW | 27 | 6% | 122 |
| Sky Go | 26 | 7% | 101 |
| Disney+ | 24 | 17% | 12 |
| BFI Player | 21 | 25% | 40 |
| Kanopy | 21 | 100% | 3 |
| Curzon Home Cinema | 19 | 13% | 24 |
| ITVX | 13 | 50% | 6 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions streaming services pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Wed, 02 Sep 2026 06:26:04 GMT.