With 95 percent, Netflix has the highest brand awareness among VoD services in the United States, followed by Hulu and Disney+, while our Video-on-Demand brand usage ranking is also led by Netflix, but followed by Amazon Prime Video. These two VoD giants also have the most loyal Video-on-Demand customers.
For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
Leading video-on-demand brands ranked by brand awareness in the United States in 2023
Characteristic
Share of respondents
Netflix
95%
Hulu
92%
Disney+
91%
Amazon Prime Video
90%
YouTube Premium
90%
Paramount+
89%
Max (HBO Max)
87%
Peacock
87%
Google Play store
84%
iTunes
83%
Apple TV+
82%
ESPN+
79%
Discovery+
78%
Created with Highcharts 7.2.2Share of respondents95%95%92%92%91%91%90%90%90%90%89%89%87%87%87%87%84%84%83%83%82%82%79%79%78%78%78%78%70%70%68%68%67%67%60%60%29%29%NetflixHuluDisney+Amazon Prime VideoYouTube PremiumParamount+Max (HBO Max)PeacockGoogle Play storeiTunesApple TV+ESPN+Discovery+StarzSling TVPlayStation StoreMicrosoft StoreVuduDAZN
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During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
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Statista. (September 7, 2023). Leading video-on-demand brands ranked by brand awareness in the United States in 2023 [Graph]. In Statista. Retrieved February 20, 2025, from https://www.statista.com/statistics/1307141/most-well-known-video-on-demand-brands-in-the-united-states/
Statista. "Leading video-on-demand brands ranked by brand awareness in the United States in 2023." Chart. September 7, 2023. Statista. Accessed February 20, 2025. https://www.statista.com/statistics/1307141/most-well-known-video-on-demand-brands-in-the-united-states/
Statista. (2023). Leading video-on-demand brands ranked by brand awareness in the United States in 2023. Statista. Statista Inc.. Accessed: February 20, 2025. https://www.statista.com/statistics/1307141/most-well-known-video-on-demand-brands-in-the-united-states/
Statista. "Leading Video-on-demand Brands Ranked by Brand Awareness in The United States in 2023." Statista, Statista Inc., 7 Sep 2023, https://www.statista.com/statistics/1307141/most-well-known-video-on-demand-brands-in-the-united-states/
Statista, Leading video-on-demand brands ranked by brand awareness in the United States in 2023 Statista, https://www.statista.com/statistics/1307141/most-well-known-video-on-demand-brands-in-the-united-states/ (last visited February 20, 2025)
Leading video-on-demand brands ranked by brand awareness in the United States in 2023 [Graph], Statista, September 7, 2023. [Online]. Available: https://www.statista.com/statistics/1307141/most-well-known-video-on-demand-brands-in-the-united-states/
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