UK Media & Entertainment Digital Media - PPC Market Share Analysis September 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Digital Media category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Digital Media – UK

Google AI Overview visibility for Media & Entertainment Digital Media UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 39.3682872018
60.6317127982
39%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 24
76
24%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 6%
Navigational 34%
Seasonal 0%
Local 0%
Problem Solving 10%

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Market Exposure

Share of Clicks for top 10 UK Media & Entertainment Digital Media brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
youtube.com 57.66
omaze.co.uk 10.52
viagogo.co.uk 8.18
snapchat.com 6.79
spotify.com 4.68
freeprintsapp.co.uk 1.64
liveunlimitedlondon.com 1.49
artlist.io 1.23
apple.com 1.04
gaia.com 0.8
others 5.97
  • youtube.com - 57.66%
  • omaze.co.uk - 10.52%
  • viagogo.co.uk - 8.18%
  • snapchat.com - 6.79%
  • spotify.com - 4.68%
  • freeprintsapp.co.uk - 1.64%
  • liveunlimitedlondon.com - 1.49%
  • artlist.io - 1.23%
  • apple.com - 1.04%
  • gaia.com - 0.8%
  • others - 5.97%

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In the PPC landscape, YouTube dominates with 57.66% click share, overshadowing others like Omaze (10.52%) and Snapchat (6.79%). “Others” collectively hold 5.97%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Media & Entertainment Digital Media brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date viagogo.co.uk snapchat.com spotify.com omaze.co.uk gaia.com apple.com artlist.io freeprintsapp.co.uk audible.co.uk youtube.com
2026/09/01 31.71% 0% 1.72% 14.41% 5.57% 5.59% 2.81% 0.54% 14.73% 0%
2026/09/02 18.5% 23.49% 10.53% 9.68% 5.07% 3.89% 2.06% 1.43% 5.94% 0.04%
2026/09/03 20.2% 9.86% 2.5% 12.97% 7.7% 5.82% 3.55% 1.95% 5.74% 0%
2026/09/04 32.03% 6.92% 1.08% 9.76% 5.42% 4.01% 2.63% 1.65% 3.88% 0.05%
2026/09/05 18.3% 8.68% 4.78% 12.58% 6.8% 4.49% 3.62% 1.21% 5.19% 0%
2026/09/06 20.4% 20.91% 14.03% 8.41% 3.76% 3.2% 2.51% 2.19% 3.37% 0.03%
2026/09/07 31.55% 0.02% 4.92% 11.67% 6.01% 4.87% 3.76% 3.18% 3.14% 0%
2026/09/08 27.99% 6.85% 6.65% 8.86% 5.07% 4.14% 3.21% 2.14% 3.73% 0.04%
2026/09/09 16.77% 33.27% 4.73% 8.7% 4.39% 2.4% 2.22% 2.27% 4.4% 0%
2026/09/10 23.76% 5.78% 17.76% 10.27% 5.25% 2.84% 2.15% 2.39% 3.44% 0%
2026/09/11 11.08% 8.42% 6.13% 14.57% 7.24% 4.41% 3.38% 4.32% 3.91% 0%
2026/09/12 18.91% 24.01% 15.41% 9.16% 4.54% 3.22% 2.39% 1.54% 3.85% 0%
2026/09/13 17.56% 0% 15.83% 13.36% 5.94% 4.31% 3.23% 2.87% 8.82% 0%
2026/09/14 11.96% 0% 9.86% 13.68% 6.96% 5.7% 4.98% 1.56% 8.75% 0.02%
2026/09/15 6.96% 16.41% 28.36% 9.63% 5.52% 3.61% 2.67% 1.53% 1.92% 0%
2026/09/16 21.25% 24.77% 17.14% 5.91% 3.95% 1.99% 1.68% 1.49% 1.07% 0%
2026/09/17 10.43% 12.2% 16.54% 4.78% 2.58% 1.31% 1.17% 1.35% 1.78% 32.16%
2026/09/18 23.94% 5.66% 18.89% 10.71% 4.32% 3.67% 2.25% 2.91% 3.07% 0%
2026/09/19 15.31% 6.83% 13.14% 5.63% 2.75% 2.05% 1.42% 1.9% 1.39% 35.85%
2026/09/20 24.83% 10.11% 16% 7.32% 4% 3.55% 1.99% 2.83% 2.91% 0%
2026/09/21 24.77% 23.3% 6.31% 7.27% 4.46% 3.35% 1.67% 2.34% 3.13% 0%
2026/09/22 18.08% 12.05% 9.92% 4.31% 2.88% 1.78% 1.02% 1.69% 2.39% 31.82%
2026/09/23 21.85% 15.02% 11.93% 6.62% 4.78% 3.04% 1.78% 2.3% 2.97% 0%
2026/09/24 30.5% 15.7% 2.37% 7.61% 4.17% 3.84% 1.74% 2% 2.51% 0%
2026/09/25 32.49% 16.99% 7.51% 7.04% 4.06% 2.74% 1.62% 1.61% 2.21% 0%
2026/09/26 33.81% 10.76% 13.08% 8.67% 4.89% 2.56% 2% 1.95% 2.96% 0%
2026/09/27 28.54% 11.18% 6.5% 5.2% 3.57% 2.71% 1.26% 1.48% 2.85% 0%
2026/09/28 38.7% 13.31% 3.5% 7.25% 4.24% 3.04% 1.64% 2.48% 3.07% 0%
2026/09/29 31.92% 11.64% 4% 9.31% 3.99% 4.06% 2.01% 3.36% 1.73% 0%
2026/09/30 36.56% 17.29% 7.88% 7.3% 4.14% 2.44% 1.61% 1.56% 1.12% 0%
  • viagogo.co.uk
  • snapchat.com
  • spotify.com
  • omaze.co.uk
  • gaia.com
  • apple.com
  • artlist.io
  • freeprintsapp.co.uk
  • audible.co.uk
  • youtube.com

Copyright © Adthena. All rights reserved.

Viagogo.co.uk dominated September, peaking at 38.7% on the 28th. YouTube surged mid-month, reaching 35.85% on the 19th. Snapchat fluctuated, ending at 17.29%. Spotify and Omaze showed moderate activity, while Gaia, Apple, Artlist, Freeprints, and Audible maintained lower shares.

Market Exposure

Competitor Count for UK Media & Entertainment Digital Media

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/09/01 183
2026/09/02 192
2026/09/03 189
2026/09/04 189
2026/09/05 186
2026/09/06 182
2026/09/07 194
2026/09/08 199
2026/09/09 202
2026/09/10 201
2026/09/11 192
2026/09/12 193
2026/09/13 186
2026/09/14 177
2026/09/15 176
2026/09/16 186
2026/09/17 193
2026/09/18 190
2026/09/19 176
2026/09/20 194
2026/09/21 199
2026/09/22 191
2026/09/23 194
2026/09/24 175
2026/09/25 192
2026/09/26 173
2026/09/27 186
2026/09/28 174
2026/09/29 188
2026/09/30 187

Copyright © Adthena. All rights reserved.

September saw fluctuating advertiser numbers, peaking at 202 on the 9th, before closing at 187, reflecting dynamic market activity.

Campaign Efficiency

Market Loss & Market Gains for UK Media & Entertainment Digital Media

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
youtube.com 70.86%
reddit.com 0.74%
ticketmaster.ca 0.54%
blinkist.com 0.18%
ticketsonsale.com 0.04%
liveunlimitedlondon.com -3.88%
spotify.com -5.77%
snapchat.com -9.7%
viagogo.co.uk -10.7%
omaze.co.uk -23.08%

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YouTube surged with a 70.86% click share increase, while omaze.co.uk plummeted by 23.08%. Reddit and Ticketmaster saw modest gains, contrasting with declines for viagogo.co.uk and Snapchat.

Campaign Efficiency

UK Media & Entertainment Digital Media Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date viagogo.co.uk snapchat.com omaze.co.uk stubhub.co.uk wayfair.co.uk spotify.com freeprintsapp.co.uk gaia.com liveunlimitedlondon.com youtube.com
2026/09/01 23.12% 0% 24.39% 5.15% 2.39% 0.67% 0.87% 3.47% 2.66% 0%
2026/09/02 10.91% 17.86% 19.8% 0% 2.06% 4.55% 3.68% 3.53% 2.58% 0.1%
2026/09/03 8.32% 11.41% 22.4% 2.77% 1.45% 0.29% 3.75% 4.49% 5.74% 0%
2026/09/04 15.88% 8.13% 17.02% 3.97% 2.93% 0.23% 3.35% 3.21% 11% 0.14%
2026/09/05 7.36% 9.48% 20.43% 2.31% 11.83% 0.81% 2.35% 3.75% 3.25% 0%
2026/09/06 11.16% 15.26% 16.55% 3.72% 1.06% 10.81% 5.03% 2.51% 4.81% 0.1%
2026/09/07 12.11% 0.04% 18.52% 2.02% 8.2% 1.41% 5.45% 3.27% 9.54% 0%
2026/09/08 11.82% 8.14% 16.02% 0% 4.68% 3.46% 3.99% 2.92% 7.72% 0.09%
2026/09/09 10.26% 24.04% 16.31% 0% 3.49% 2.87% 4.95% 2.9% 1.73% 0%
2026/09/10 9.78% 6.67% 17.01% 4.89% 10.54% 7.77% 4.4% 2.95% 1.69% 0%
2026/09/11 5.47% 8.14% 19.98% 0% 7.22% 2.53% 6.71% 3.27% 2.35% 0%
2026/09/12 11.81% 19.35% 19.24% 1.77% 0.08% 7.67% 3.56% 3.5% 1.45% 0%
2026/09/13 9.09% 0% 22.04% 2.27% 2.54% 8.95% 5.37% 3.74% 7.39% 0%
2026/09/14 6.87% 0% 22.38% 0% 3.17% 6.95% 2.94% 3.77% 5.31% 0.05%
2026/09/15 4.4% 8% 17.82% 0% 7.15% 19.08% 3.96% 3.38% 2.31% 0%
2026/09/16 11.81% 29% 10.14% 1.18% 3.26% 9.05% 3.19% 2.33% 1.4% 0%
2026/09/17 1.12% 3.68% 2.12% 0.22% 0.65% 2.41% 0.76% 0.41% 0.28% 83.18%
2026/09/18 12.61% 7.37% 20.24% 0% 1.86% 11.47% 6.08% 2.37% 2.93% 0%
2026/09/19 1.62% 1.9% 2.22% 0.93% 0.21% 1.96% 0.94% 0.34% 0.24% 85.66%
2026/09/20 11.18% 11.44% 12.17% 6.99% 1.33% 10.52% 5.66% 2.42% 2.79% 0%
2026/09/21 11.6% 26.39% 11.77% 5.16% 1.23% 7.13% 4.79% 2.55% 1.43% 0%
2026/09/22 3.11% 3.65% 1.87% 0.45% 0.21% 1.72% 0.9% 0.44% 0.64% 82.39%
2026/09/23 10.32% 15.38% 9.62% 3.75% 1.19% 5.56% 4.22% 2.47% 1.23% 0%
2026/09/24 22.38% 16.71% 11.19% 4.08% 3.14% 1.71% 3.68% 2.24% 6.94% 0%
2026/09/25 22.52% 18.53% 10.98% 4.52% 3.77% 6.3% 3.05% 2.23% 1.92% 0%
2026/09/26 22.52% 13.2% 15.45% 0% 0.08% 10.34% 4.35% 2.92% 2.26% 0%
2026/09/27 21.12% 13% 8.63% 1.06% 1.49% 5.26% 2.86% 2.09% 2.11% 0%
2026/09/28 31% 14.69% 11.45% 2.39% 5.4% 2.01% 4.85% 2.36% 2.56% 0%
2026/09/29 23.41% 12.02% 13.8% 0% 6.63% 2.84% 5.95% 2.18% 3.47% 0%
2026/09/30 26.42% 19.72% 12.05% 6.02% 3.96% 3.49% 3.25% 2.38% 1.16% 0%
  • viagogo.co.uk
  • snapchat.com
  • omaze.co.uk
  • stubhub.co.uk
  • wayfair.co.uk
  • spotify.com
  • freeprintsapp.co.uk
  • gaia.com
  • liveunlimitedlondon.com
  • youtube.com

Copyright © Adthena. All rights reserved.

YouTube’s impression share skyrocketed mid-month, peaking at 85.66%. Viagogo fluctuated, ending strong at 26.42%. Snapchat and Omaze saw varied trends, while StubHub and Wayfair remained low. Spotify and FreePrintsApp had modest gains. Gaia and LiveUnlimitedLondon stayed steady.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Digital Media

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Digital Media - Last month
  1. 1
    Online House Draw UK https://www.omaze.co.uk

    Omaze Million Pound House Draw — Enter the Omaze Draw for your chance to win a house, cash or car. No purchase necessary. You could win a luxury Omaze house, cash or car. Enter Draw now. No purchase necessary. TrustScore 4.7.

  2. 2
    Engage over 100k communities - Grow your business with Reddit https://business.reddit.com

    With over half a billion monthly active users, you'll find your audience on Reddit.

  3. 3
    Why The Snapchat Generation Is Championing Realness On The... https://forbusiness.snapchat.com

    2022 research shows that the Snapchat Generation, and Gen Zs especially, crave authenticity and close connections.

  4. 4
    Tickets On Sale Available Now | Huge Selection | Order Now https://www.viagogo.co.uk

    On Sale Today And Selling Fast, Secure Your Seats Now As Prices Are Rising. At viagogo tickets are never sold out. Get tickets at viagogo now. Selling Fast. Fast Checkout. Wide Selection.

  5. 5
    YouTube https://www.youtube.com

    Watch YouTube — Watch trending content across every interest.

Copyright © Adthena. All rights reserved.

In the realm of Google PPC, Omaze entices with dreams of luxury homes, while Reddit connects businesses to vast communities. Snapchat champions authenticity for Gen Z, Viagogo ensures ticket availability, and YouTube offers endless trending content. Each ad uniquely captivates its audience.

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