The assistant conversation.Brand by brand.

Read the axis before the bars. It is logarithmic — each tick is ten times the last — because the range runs from 403 thousand to 130 million and a linear axis would render the bottom four brands as nothing. The figures beside each bar are exact. This is one post per brand, not total share of voice: dig's per-brand view totals come off different sample sizes and are not comparable to each other, so they are not charted here. Two larger figures exist in dig's prose without a post attached — Perplexity's Comet launch campaign at 24.6M and a Siri WWDC reaction at 12.2M — and are left off the chart for that reason. The consumer assistants live in the tens of millions; the work assistants live in the hundreds of thousands. Gemini's top post is a paid celebrity spot.

Verbatim from dig: "There is a massive performance gap between these two content types. While lifestyle posts are more frequent, they typically garner low engagement, whereas feature-focused content frequently goes viral." dig's table gives How-to / Feature Demos ~791,000 avg views (official) vs Lifestyle / Testimonials ~2,000, and adds: "The 'how-to' content performs nearly 400x better than lifestyle content on official channels. For example, a single walkthrough of Alexa+ capabilities on the @amazonalexauk account reached over 2.3M views, while a typical lifestyle post on the main @amazon account often stays under 11k views."

dig answered on the past six months and on @amazon plus regional @amazonalexauk, not solely a single @AmazonAlexa handle. It gave no share-of-content percentage, so howto_demo_share is left as dig's own wording ('Minority' / 'a smaller portion') rather than a number. The avg-view figures (~791K vs ~2K) are dig's own; the 400x multiplier is dig's phrasing. Owned-account posts were kept for Q3 only. dig's largest owned posts in the Q2 feed were @AmazonAlexa YouTube (152.8M, 128.8M, 57.0M, 41.6M views) and @amazonalexa TikTok (142.6M) - all excluded from the Q1/Q2 outputs.

Alexa never appears as the actor. Across both reads Alexa is named in one positive household post — an Echo Show used as a family calendar — and otherwise turns up as a foil, including a third-party tool selling itself as “Siri and Alexa's BIG sister”. Gemini owns reservations, Claude owns the grocery cart and the itinerary, ChatGPT owns party planning. The bordered row is genuine white space, not missing data.

Reach is quoted as dig stated it — for some creators that is a follower count, for others the views on their biggest Alexa post. The two are not interchangeable and are labelled separately rather than merged into one number.