Global Streaming Services — Airgo SoS Sector Report

Entertainment & Media · 21 brands · trailing 12 months · Global market

Updated October 2026 · data through 4 Oct 2026

This is the living Share of Search picture for the Global Streaming Services sector — each brand's slice of total search interest, the leading indicator of where market share is heading. It tracks 21 brands over the trailing twelve months and refreshes every month. YouTube currently leads with 70.0% average Share of Search in a concentrated field.

Share of search over time

Five years of weekly Share of Search for the current leaders. YouTube sets the pace, with its nearest challenger Netflix 58.2 points back. Click any brand in the legend to isolate it, hover for the exact weekly reading, or drag the slider beneath the chart to zoom into a single period. Pins mark statistically unusual spikes from the last six months — hover one for the likely cause.

The last 12 months of weekly Share of Search per brand — the current value, the shape of the year, and the gap to the brand's own 12-month average.

Current standings (last 12m)

YouTube holds 70.0% of sector search, with 6 brands clearing the 2% mark. Toggle between the twelve-month average and the latest month to see who is over- or under-indexing right now.

Year-over-year movers (last 12m)

Versus Oct 2025, YouTube has gained the most ground (+4.01pp), while Netflix has given up the most (-1.83pp). The split between green and red is the clearest read on where attention is migrating within the sector.

Market concentration (last 5y)

Over the last five years the Streaming Services sector's concentration has tightened. It currently averages an HHI of 5,110 (concentrated), with the top three brands holding 87.1% of search interest between them.

Growth–share momentum map (last 12m)

Each dot is a brand, placed by its average Share of Search (horizontal) against its average week-over-week momentum (vertical). The four quadrants separate the leaders pulling away from the vulnerable incumbents and the rising challengers. DAZN is both large and growing (top-right); Pluto TV is a smaller challenger on the rise (top-left). Hover any point for its exact figures.

Seasonality by month (5y average)

Each cell is a brand's average Share of Search in that calendar month over the last five years, indexed to the brand's own average (100). Warm cells are a brand's hot months, cool cells its quiet ones. The strongest seasonal peak belongs to DAZN in August (index 137); the deepest trough is DAZN in December (index 70).

Notable search spikes (last 6m)

The largest statistically unusual jumps or drops in a brand's weekly Share of Search over the last 6 months, each paired with the most likely cause. A spike is flagged when a brand's search interest moves several standard deviations from its recent norm; the magnitude is the size of that move against the brand's own baseline. Direction shows whether interest rose or fell.

Brand correlations (last 12m)

How brands' weekly Share of Search moved relative to one another over the last 12 months. A positive correlation means two brands rise and fall together — a shared audience, consideration set, or category-level demand. A negative correlation means that when one gains search attention the other tends to lose it — a sign of direct substitutes competing for the same interest.

Move together — strongest positive

These brands tend to rise and fall in tandem, pointing to a shared audience or a category-level wave lifting them at the same time.

Move apart — strongest negative

When one of these brands gains search share the other tends to give it up — the clearest read on direct substitutes. Note that Share of Search is a slice of a fixed 100%, so a little negative correlation is structural (strongest between the largest brands); similarly sized pairs are the more telling substitution signals.

Economic factors (last 3y)

How the sector's overall search interest tracks key macroeconomic indicators. A positive r means search tends to rise as the indicator rises; a negative r means search rises as the indicator falls. A strong correlation can reflect genuine economic sensitivity or simply a shared long-run trend, so weigh the direction against a plausible mechanism.

Methodology: Share of Search is GTAB-normalised Google Trends data, each brand expressed as a percentage of total sector search interest. 21 Streaming Services brands, Global market; standings, movers and momentum cover the trailing 12 months, with five years of history shown for the trend and concentration charts. Updated monthly. © 2026 New Classic Consulting LLC.