UK Media & Entertainment Digital Media - PPC Market Share Analysis October 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 41.9761603937
58.0238396063
41%

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 25
75
25%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 8%
Navigational 21%
Seasonal 0%
Local 0%
Problem Solving 11%

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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
spotify.com 23
omaze.co.uk 22.65
viagogo.co.uk 15.24
snapchat.com 10.5
tiktok.com 4.48
freeprintsapp.co.uk 3.97
reddit.com 2.33
liveunlimitedlondon.com 2.01
audible.co.uk 1.76
artlist.io 1.76
others 12.3
  • spotify.com - 23%
  • omaze.co.uk - 22.65%
  • viagogo.co.uk - 15.24%
  • snapchat.com - 10.5%
  • tiktok.com - 4.48%
  • freeprintsapp.co.uk - 3.97%
  • reddit.com - 2.33%
  • liveunlimitedlondon.com - 2.01%
  • audible.co.uk - 1.76%
  • artlist.io - 1.76%
  • others - 12.3%

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Spotify leads with 23% click share, followed by Omaze at 22.65%. Viagogo holds 15.24%, while Snapchat captures 10.5%. Others collectively account for 12.3%.

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 spotify.com snapchat.com omaze.co.uk match.com gaia.com audible.co.uk freeprintsapp.co.uk reddit.com tiktok.com
2026/10/01 15.54% 18.42% 24.57% 8.21% 0.26% 4.01% 2.81% 2.45% 0.38% 1.44%
2026/10/02 10.33% 4.43% 11.63% 5.66% 0.35% 2.91% 1.69% 2.29% 34.62% 6.85%
2026/10/03 18.23% 6.9% 16.86% 8.71% 0% 5.04% 3.41% 2.56% 0.86% 10.02%
2026/10/04 14.79% 9.5% 33.33% 8.4% 0.02% 4.99% 4.57% 2.21% 0.11% 1.18%
2026/10/05 20.09% 8.15% 20.36% 10.11% 0% 6.11% 4.52% 2.16% 0% 2.12%
2026/10/06 16.09% 8.75% 30.82% 7.61% 0.87% 4.32% 3.26% 2.93% 0.24% 1.78%
2026/10/07 14.06% 9.77% 10.93% 11.3% 0.97% 4.8% 5.03% 2.98% 0.28% 14.24%
2026/10/08 15.02% 17.13% 23.98% 6.8% 0.45% 3.94% 3.01% 2.07% 0.09% 8.26%
2026/10/09 13.78% 11.41% 24.38% 8.85% 0.7% 4.25% 4.51% 2.16% 0.58% 10.17%
2026/10/10 18.2% 11.31% 20.35% 10.2% 0% 5.07% 5.98% 3.09% 0.82% 1.78%
2026/10/11 17.4% 9.15% 22% 11.03% 0.03% 5.5% 6.9% 2.75% 0.14% 1.74%
2026/10/12 19.41% 12.85% 11% 11.33% 0% 6.17% 5.97% 3.47% 0.47% 1.62%
2026/10/13 17.75% 15.14% 16.26% 8.21% 0.34% 4.55% 7.78% 1.61% 0.57% 1.75%
2026/10/14 20.3% 15.61% 21.79% 7.62% 2.22% 3.91% 2.95% 1.58% 0.51% 0.97%
2026/10/15 21.59% 14.87% 22.38% 7.89% 0.64% 4.02% 3.54% 1.96% 0.46% 0.99%
2026/10/16 24.64% 15.71% 8.51% 8.65% 7.13% 4.18% 4.48% 2.01% 0.21% 1.11%
2026/10/17 17.94% 19.55% 14.55% 7.58% 3.18% 2.75% 4.38% 1.78% 0.42% 1.67%
2026/10/18 11.91% 16.67% 16.1% 4.26% 2.03% 1.89% 1.91% 1.84% 26.49% 5.43%
2026/10/19 21.48% 15.66% 23.2% 7.23% 3.37% 3.41% 3.7% 2.87% 0.49% 0.98%
2026/10/20 20.06% 19.26% 23.05% 6.68% 0.74% 3.11% 2.1% 2.49% 0.35% 0.71%
2026/10/21 18.86% 21.77% 23.39% 7.69% 3.36% 3.19% 2.53% 1.8% 0.52% 1.09%
2026/10/22 16.11% 18.81% 29.35% 6.88% 6.2% 3% 2.85% 1.6% 0.35% 1.05%
2026/10/23 19.56% 16.61% 24.26% 7.91% 4.39% 3.46% 3.69% 3.01% 0.7% 1.14%
2026/10/24 12.42% 16.75% 24.94% 6.22% 5.34% 3.4% 2.66% 3.9% 0.59% 0.95%
2026/10/25 11.21% 16.79% 11.38% 5.85% 0.05% 2.9% 2.98% 3.6% 23.18% 1.13%
2026/10/26 19.8% 14.27% 17.11% 6.53% 0.06% 2.82% 4.21% 4.2% 0.51% 1.87%
2026/10/27 14.45% 26.3% 0.01% 7.86% 4.84% 3.68% 6.16% 3.39% 0.73% 1.19%
2026/10/28 14.93% 8.52% 11.08% 6.64% 6.6% 3.18% 4.74% 3.1% 0.35% 7.25%
2026/10/29 8.43% 24.59% 16.7% 7.44% 6.35% 3.57% 3.12% 2.73% 0.63% 1.53%
2026/10/30 20.09% 14.87% 17.07% 5.96% 4.53% 3.38% 3.27% 4.1% 0.51% 1.28%
2026/10/31 19.72% 18.37% 13.32% 6.01% 5.19% 4.31% 4.21% 2.66% 2.36% 2.23%
  • viagogo.co.uk
  • spotify.com
  • snapchat.com
  • omaze.co.uk
  • match.com
  • gaia.com
  • audible.co.uk
  • freeprintsapp.co.uk
  • reddit.com
  • tiktok.com

Copyright © Adthena. All rights reserved.

In October 2026, Viagogo.co.uk’s PPC spend fluctuated, peaking at 24.64% on the 16th. Spotify.com saw a notable spike on the 27th with 26.3%. Snapchat.com had a high of 33.33% on the 4th. Reddit.com experienced a significant surge on the 2nd with 34.62%. The month concluded with varied spend shares across domains.

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
2026/10/01 189
2026/10/02 189
2026/10/03 169
2026/10/04 179
2026/10/05 175
2026/10/06 190
2026/10/07 188
2026/10/08 187
2026/10/09 190
2026/10/10 190
2026/10/11 197
2026/10/12 201
2026/10/13 204
2026/10/14 219
2026/10/15 209
2026/10/16 207
2026/10/17 211
2026/10/18 192
2026/10/19 198
2026/10/20 194
2026/10/21 189
2026/10/22 178
2026/10/23 172
2026/10/24 219
2026/10/25 209
2026/10/26 221
2026/10/27 237
2026/10/28 230
2026/10/29 219
2026/10/30 218
2026/10/31 208

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October began with 189 advertisers, dipping to 169 by the 3rd. A steady rise peaked at 237 on the 27th, concluding the month at 208.

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
spotify.com 7.05%
reddit.com 3.08%
freeprintsapp.co.uk 1.14%
match.com 0.76%
freesnaps.co.uk 0.47%
blinkist.com -0.71%
viagogo.co.uk -1.12%
liveunlimitedlondon.com -1.97%
tiktok.com -2.12%
omaze.co.uk -4.77%

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Spotify.com surged with a 7.05% click share increase, while omaze.co.uk faced a significant drop of 4.77%. Reddit.com also gained traction, rising by 3.08%.

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 spotify.com omaze.co.uk snapchat.com freeprintsapp.co.uk audible.co.uk freesnaps.co.uk tiktok.com axs.com liveunlimitedlondon.com
2026/10/01 14.16% 18.95% 14.04% 10.78% 5.41% 2.21% 3.25% 0.49% 0% 1.43%
2026/10/02 11.79% 4.96% 11.59% 5.99% 4.5% 1.45% 3.6% 10.09% 0% 4.16%
2026/10/03 19.05% 5.16% 13.59% 6.74% 4.04% 1.77% 2.43% 11.32% 5.82% 3.63%
2026/10/04 16.03% 9.7% 15.96% 16.29% 4.41% 3.19% 2.45% 0.48% 0% 4.49%
2026/10/05 19.95% 6.62% 17.27% 9.01% 3.8% 2.62% 2.17% 0.33% 0% 5.97%
2026/10/06 19.87% 7.45% 13.46% 14.02% 5.06% 2.05% 0.84% 0.51% 5.21% 4.87%
2026/10/07 9.48% 12.05% 17.25% 4.3% 4.14% 3.36% 2.07% 14.91% 0% 1.14%
2026/10/08 18.36% 19% 10.67% 10.64% 3.2% 2.05% 0.32% 9.01% 3.95% 3.34%
2026/10/09 14.27% 9.08% 15.32% 10.87% 3.93% 2.93% 1.74% 12.52% 0% 2.4%
2026/10/10 18.26% 7.35% 16.91% 8.76% 5.25% 3.88% 1.58% 0.59% 0% 3.85%
2026/10/11 18.8% 10.7% 19.57% 10.18% 4.9% 4.65% 0.61% 0.37% 0% 1.24%
2026/10/12 17.6% 10.98% 17.35% 4.33% 5.22% 3.92% 0.52% 0.25% 6.44% 4.3%
2026/10/13 20.52% 15.89% 12.16% 6.17% 2.47% 3.98% 0.62% 0.24% 9.15% 1.49%
2026/10/14 26.72% 15.25% 12.67% 9.28% 2.48% 2.06% 0% 0.15% 0.76% 3.41%
2026/10/15 29.5% 15.77% 12.54% 9.19% 3.07% 2.38% 1.23% 0.17% 4.55% 2.23%
2026/10/16 32.08% 13.53% 12.88% 3.33% 2.67% 2.56% 1.34% 0.19% 4.95% 0.22%
2026/10/17 21.27% 17.66% 11.97% 5.95% 2.98% 2.54% 2.39% 0.25% 9.56% 0%
2026/10/18 19.68% 17.19% 8.43% 9.11% 3.65% 1.56% 1.37% 7.73% 3.38% 0.1%
2026/10/19 28.83% 17.25% 12.04% 10.01% 4.68% 2.27% 2.01% 0.17% 0% 0.07%
2026/10/20 27.53% 15.81% 10.18% 9.9% 3.72% 1.42% 2.98% 0.12% 7.96% 0%
2026/10/21 28.25% 19.71% 13.22% 10.4% 3.13% 2.04% 2.09% 0.19% 0% 0.08%
2026/10/22 23.25% 19.16% 12.28% 13.7% 2.75% 2.03% 1.37% 0.18% 0% 3.17%
2026/10/23 25.31% 17.83% 13.44% 10.61% 4.97% 2.38% 1.42% 0.2% 0% 3.12%
2026/10/24 13.43% 14.37% 11.14% 11.56% 6.44% 1.67% 3.86% 0.19% 0% 2.9%
2026/10/25 12.11% 16.22% 11.3% 5.55% 6.48% 2.21% 3.24% 0.23% 0% 0%
2026/10/26 23.74% 12.23% 9.85% 6.59% 6.06% 2.04% 3.31% 0.29% 4.76% 0.06%
2026/10/27 12.53% 20.86% 12.16% 0% 5.1% 3.5% 4.08% 0.22% 0% 0.15%
2026/10/28 15.41% 9.16% 9.82% 4.99% 4.56% 2.75% 2.85% 7.29% 4.22% 2.45%
2026/10/29 7.09% 20.62% 14.35% 8.27% 4.98% 1.92% 0.83% 0.37% 0% 0%
2026/10/30 25.96% 13.91% 9.13% 7.01% 6.33% 1.81% 2.11% 0.27% 3.91% 0%
2026/10/31 24.81% 16.71% 10.18% 5.93% 4.86% 2.5% 0.97% 0.34% 0% 0%
  • viagogo.co.uk
  • spotify.com
  • omaze.co.uk
  • snapchat.com
  • freeprintsapp.co.uk
  • audible.co.uk
  • freesnaps.co.uk
  • tiktok.com
  • axs.com
  • liveunlimitedlondon.com

Copyright © Adthena. All rights reserved.

Viagogo.co.uk dominated October, peaking mid-month with a 32.08% share. Spotify.com fluctuated, ending strong at 16.71%. Omaze.co.uk saw a steady decline, while Snapchat.com had inconsistent performance. The month concluded with Viagogo.co.uk leading.

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
    Omaze Million Pound House Draw | Online House Draw UK https://www.omaze.co.uk

    You could win a luxury Omaze house, cash or car. Enter Draw now. No purchase necessary. Enter the Omaze Draw for your chance to win a house, cash or car. No purchase necessary. Omaze House Draw. Omaze Monthly Millionaire. Registered with FR. TrustScore 4.7.

  2. 2
    Reddit Ads for business - Target 108M daily unique users https://business.reddit.com

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

  3. 3
    Snapchat Ads: Reach Gen Z and Millennials | Snapchat for... https://forbusiness.snapchat.com

    Use Snapchat Ads to reach a powerful audience, increase sales & expand your business. Start today with flexible budgets and formats in Snapchat Ads Manager.

  4. 4
    TikTok | Limited Time: 25% Discount https://www.tiktok.com

    Go big on TikTok Live. Shop now & enjoy 25% savings on all coin packs.

  5. 5
    viagogo Tickets - Tickets On Sale Available Now https://www.viagogo.co.uk

    On Sale Today And Selling Fast, Secure Your Seats Now As Prices Are Rising.

Copyright © Adthena. All rights reserved.

In the vibrant world of PPC advertising, Omaze entices with dreams of luxury homes, while Reddit and Snapchat target vast, engaged audiences. TikTok offers enticing discounts, and Viagogo urges immediate action with rising ticket prices. Each ad captivates with unique promises and urgency.

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