Disney+ Tops Streaming Brand Mentions Online With 71.5 Million, Ahead of Netflix

A new season drops, a show trends, a price change is announced, and within a day the streaming service behind it is named on thousands of pages: episode recaps, "what to watch this weekend" lists, review sites, deal posts and news about subscriber numbers. Most of that writing is about the content, not the company.

For streaming marketers, that makes coverage both huge and forgiving. The brand gets credit for every show people love, and complaints about prices or cancellations are diluted by a constant flow of entertainment writing. Knowing how the leaders compare shows what a normal share of voice and tone look like.

The leaders are close. Disney+ is named on 71.5 million web pages, Paramount+ on 69.3 million and Netflix on 66.1 million, and all three have about 13% of recent mentions negative. Across 30 streaming brands, 41.3% of mentions are positive and 27.5% negative.

On September 23, 2026 we collected the 1,000 most recent online mentions of each of 30 well-known video and audio streaming brands, 29,999 mentions in all, from news sites, blogs, online stores and other pages. Each mention is scored automatically by a sentiment model for positive, negative and neutral tone, based on the text around the brand name, and web mentions count every page that contains the exact brand name. We also counted every web page that mentions each brand to measure its total coverage.

A mention is positive or negative when that score is the highest of the three, and strongly negative when its negative score is above 0.5 on a scale of 0 to 1. Share of coverage is a brand's web mentions divided by the combined mentions of the 18 brands ranked; brands whose names are everyday words or overlap with a larger brand, such as Max, Peacock and ESPN+, are not ranked by coverage. The eight industries compared across this series are streaming, banks, airlines, telecom, insurance, retail, fast food and hotels.

Disney+ is mentioned on 71.5 million web pages, 19% of the total for the 18 streaming brands ranked. Paramount+ (69.3 million, 18%) and Netflix (66.1 million, 17%) are close behind, and SiriusXM (45.7 million) leads the audio brands.

The big three also share a mild tone: Disney+ has 13.8% of recent mentions negative, Paramount+ 13.9% and Netflix 12.1%, each less than half the 27.5% streaming average. For the leaders, the challenge is standing out in a crowded field rather than repairing a negative image.

41.3% of recent streaming mentions are positive and 27.5% negative, and 14% are strongly negative, about one in seven. Streaming brands are written about mainly through their shows, films and music, so the tone follows the entertainment, and most entertainment writing is enthusiastic.

That puts streaming among the mildest of the eight industries: its negative share is lower than banks, airlines, telecom, insurance and retail. The complaints that do appear focus on price rises, password sharing rules and canceled shows, and they are a small part of a much larger conversation.

News pages carry 44.2% of all streaming mentions, a larger share than in any other industry in this series, and 31.3% of those mentions are negative, against 24.4% on blogs, stores and other page types.

The gap between news and everything else is the smallest of the eight industries. Much streaming "news" is entertainment news: release dates, trailers, casting and reviews, which reads far more positively than news about banks or airlines.

MGM+ has the least negative coverage of the 30 streaming brands, with 0.5% of recent mentions scored negative. Amazon Prime Video (2.6%), Sling TV (4.1%), SiriusXM (8.9%) and Crunchyroll (10.9%) complete the five mildest. Scores are automated and cover each brand's 1,000 most recent mentions.

At the other end, the five most negatively covered streaming services each have 42.3% or more of their recent mentions scored negative, the highest at 62.1%. Several are smaller or niche services, where a single price change or outage can make up a large share of recent coverage.

Lean on the content. Streaming coverage is mostly positive because it is mostly about shows, films and music, so a brand's most effective PR is often a steady flow of release news, trailers, talent interviews and viewing guides that other sites can pick up.

For smaller services, watch tone closely. With fewer mentions, one price change, outage or catalog loss can dominate recent coverage. Track negative share by source every month so you can see whether criticism is coming from news, reviews or social discussion, and answer it there.

Benchmark against the leaders: about 13% negative is what the three biggest services achieve. Our media monitoring service tracks streaming brand mentions, share of voice and tone against the competitors you choose.

Embed this research

Cite this study