A holistic ranking system for brands that predicted Peloton’s downfall shows that YouTube and Amazon Prime are winning the streaming wars against Netflix, with a number of other streamers fast gathering pace.

The BRAG index — short for Brand Relative App Growth — combines install volumes and velocity on smartphones, tablets, and other devices, with brand awareness and brand interest to show which streaming services are rising and falling in popularity.

The insights come from mobile analytics firm Apptopia and mobile advertising platform Digital Turbine, and showed Peloton’s fall from grace several financial quarters before it became apparent through other metrics.

According to the report, 92 per cent of the people who watch YouTube open the app every day. In comparison, only 65 per cent of Netflix subscribers are daily users, and less than half of Amazon Prime and Hulu users.

Interestingly, only 26 per cent of Disney+ subscribers watch daily – possibly due to its reliance on tent-point franchises, which tend to release new content sporadically.

“YouTube’s strength isn’t only in its number one ranking for Brand Power, but in the power of free content,” the report says.

Apptopia analyst Tara Kirkpatrick notes the over-flooding of the market makes this a vital time for streaming brands to rise above the noise.

“We’re getting to a point of where there are so many individual streamers,” Kirkpatrick said.

“But it looks like it makes sense to consolidate now because that’s easier on the consumer.”