In September 2026, we analyzed 3,210 ChatGPT and 3,210 Google Gemini recommendations across eight media and entertainment categories to compile the EMARKETER AI Visibility Index. Our index tracks how often brands are mentioned, how they rank against competitors, and how those rankings have shifted since the previous month. This article will be updated quarterly to highlight our key takeaways for the media and entertainment industry’s performance.

Overall AI Visibility Leaderboard: Q4 2026

Apple displaced Google for the top brand mention rate among media and entertainment companies in our combined leaderboard. But Apple’s lead is narrow, at just 1 percentage point over Google and 2 percentage points over No. 3 DirecTV. Apple moved into the top spot with only a 1 percentage point gain between its July brand mention rate (19%) and its September rate (20%).

Hulu and Tubi moved in opposite directions on the brand mention leaderboard. Hulu climbed to the No. 7 spot in September, up from No. 10 in July. And Tubi fell two spots from July to land at No. 9.

Other than that, there was no major reordering among brand mention leaders. In fact, the same 10 brands made the top 10 list in both July and September. And most that moved either gained a spot (Apple and DirecTV) or dropped one (Google and Amazon).

Big Tech was well represented at the top of the leaderboard. Apple, Google, and Amazon all placed in the top four. But satellite TV provider DIRECTV also made a strong showing at No. 3 with an 18% brand mention rate, up from 15% in July.

Category AI Visibility Leaderboard: On-Demand Video Streaming

Key Movements

Tubi, Netflix, and Amazon held on to their respective top three spots on the combined on-demand video streaming leaderboard. Tubi’s brand mention rate climbed 1 percentage point versus July. Netflix lost 2 percentage points, while Amazon dropped 5 points. These leaders likely do well in AI recommendations because of the sheer breadth of their respective content catalogs. There were no changes to the members of the top 10, but there was a significant reordering.

Brand Mention Rate vs. Share of No. 1 Mentions

Tubi and Netflix were the two standouts in our brand matrix for on-demand video streamers. Tubi had the strongest placement, with a No. 1 mention rate of 78% and a brand mention rate of 39%. Netflix also placed well in the matrix, but its No. 1 mention rate (56%) was 22 percentage points lower than Tubi’s.

Citations by Platform

Gemini favored publishers in its citations for on-demand streamers. Tech outlets PCMag and CNET came in at No. 1 and No. 3, respectively, in the citation rate ranking for domains on the platform. Free ad-supported streaming TV (FAST) services Tubi and Pluto TV also did well, placing at No. 2 and No. 4, respectively.

In contrast, the top-ranked domains ChatGPT cited were wholly brands. Tubi also topped the list for ChatGPT, cited in 41% of the platform’s recommendations. But Netflix and Apple fared significantly better on ChatGPT than on Gemini. Netflix was the No. 2 cited domain on ChatGPT compared with No. 8 on Gemini. And while Apple was No. 3 on ChatGPT, it didn’t even make the top 10 on Gemini.

FAQ: Media and Entertainment

Which media and entertainment brands were mentioned the most in AI-generated recommendations?

Apple was the most frequently mentioned media and entertainment brand in AI-generated recommendations in September 2026, appearing in 20% of recommendations across ChatGPT and Gemini. Google had the second-highest mention rate at 19%, while DirecTV ranked third at 18%. Amazon, Sling TV, Xbox, Hulu, Spotify, Tubi, and Roku rounded out the top 10. Apple overtook Google between July and September, although the overall leaderboard remained relatively stable.

Why do AI platforms recommend some media and entertainment brands more than others?

AI platforms likely recommend media and entertainment brands differently based on the prompt’s context and the sources each platform draws upon. ChatGPT cited brand-owned domains in 76% of recommendations, compared with 63% for Google Gemini, which relied more heavily on publishers such as PCMag and CNET. Broad content catalogs also likely helped streaming services earn visibility.

Which media and entertainment categories are most competitive in AI-generated recommendations?

On-demand video streaming was a particularly competitive category in AI-generated recommendations, with Tubi, Netflix, and Amazon leading September 2026 brand mentions. Tubi maintained its category lead, while Roku, Paramount, and Plex moved up the leaderboard. Music streaming and gaming subscriptions had more dominant leaders: Spotify achieved a 91% mention rate in music streaming, while Xbox reached 95% in gaming subscriptions.

Why is AI visibility important for media and entertainment brands?

AI visibility helps media and entertainment brands understand how frequently they appear in AI-generated recommendations and whether they secure top positions when consumers compare services. Monitoring brand mentions, recommendation rankings, and source citations enables companies to benchmark competitors, identify visibility gaps, and refine content and publisher strategies across ChatGPT and Google Gemini.

What were the biggest AI visibility trends for media and entertainment brands this quarter?

AI visibility for media and entertainment brands remained relatively stable overall, but category rankings and platform preferences shifted between July and September 2026. Apple overtook Google for the highest overall brand mention rate, while Hulu climbed three positions to seventh place. Tubi and Spotify retained their respective category leads in on-demand video and music streaming. ChatGPT favored brand-owned domains, while Gemini cited publishers more frequently, underscoring the importance of platform-specific visibility strategies.

FAQ: EMARKETER’s AI Visibility Index

How is the media and entertainment AI Visibility Index measured?

EMARKETER’s AI Visibility Index is based on a structured analysis of ChatGPT and Google Gemini recommendations in response to US-based interactions across eight media and entertainment categories: on-demand video streaming, live TV streaming, cable TV, music streaming, podcasts, audiobooks, digital news subscriptions, and gaming subscriptions. Each interaction asks ChatGPT and Gemini for product recommendations using standardized prompts (e.g., “best free on-demand video streaming service,” “music streaming service for new releases”). Prompts vary by product type, product attribute, consumer need, target audience, and price tier to capture a representative range of real-world consumer questions for each category.

How does EMARKETER choose the prompts?

Prompts are built with EMARKETER analysts and researchers who cover each industry, then validated and prioritized using consumer search volume data. Prompts reflect the language consumers actually use.

What is “brand mention rate”?

Brand mention rate is the percentage of each AI tool’s recommendations that mention a given brand.

What is “No. 1 mention rate”?

No. 1 mention rate is the number of ChatGPT and Google Gemini recommendations that mention a given brand first as a percentage of all ChatGPT and Gemini recommendations that mention the brand.

How can I improve my brand’s AI visibility?

Brands strengthen how often AI assistants recommend them by sharpening their generative engine optimization (GEO) strategy and building the trust signals AI models weigh. EMARKETER’s AI Visibility Index shows where a brand stands today and how that position moves month over month—the baseline for any optimization effort. To learn more about how the index can help your brand, including custom-scoped advisory insights, visit our AI Visibility Index hub.

What do EMARKETER PRO and PRO+ subscribers get?

EMARKETER PRO subscribers get in-depth quarterly reports featuring further category breakouts, data cuts, and analysis. PRO+ subscribers can access the AI Visibility Index’s complete data set, including monthly updates across every category cut, in the live dashboard.