UK Telecommunications Television and Streaming Services - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 UK Telecommunications Television and Streaming Services brands

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

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Share of Clicks - Last month
Domain	Share of clicks
sky.com	20.26
amazon.co.uk	18.24
apple.com	8.81
argos.co.uk	6.82
bt.com	6.05
virginmedia.com	4.84
ee.co.uk	4.73
digital-tv.co.uk	4.49
currys.co.uk	3.26
ebay.co.uk	2.87
others	19.63

Sky.com leads with 20.26% click share, closely followed by Amazon.co.uk at 18.24%. Others collectively hold 19.63%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Television and Streaming Services 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.

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Share of Spend - Last Month
Date	sky.com	ee.co.uk	amazon.co.uk	digital-tv.co.uk	uswitch.com	virginmedia.com	argos.co.uk	comparethemarket.com	apple.com	currys.co.uk
2025/02/01	5.28%	4.86%	10.82%	6.45%	9.16%	7.05%	8.05%	6.57%	5.48%	7.03%
2025/02/02	15.13%	4.92%	9.2%	6.38%	8.32%	6.61%	4.25%	5.46%	6.55%	4.95%
2025/02/03	15.15%	6.71%	10.13%	5.64%	6.86%	6.27%	4.05%	4.81%	5.17%	5.79%
2025/02/04	23.95%	6.71%	8.24%	6.27%	7.12%	7.27%	2.83%	3.68%	3.9%	2.59%
2025/02/05	21.57%	8.37%	9.55%	5.33%	6.47%	8.34%	3.92%	3.62%	2.7%	1.94%
2025/02/06	20.38%	6.41%	12.25%	5.85%	5.86%	5.39%	4.03%	2.97%	3.41%	6.56%
2025/02/07	19.93%	8.48%	11.07%	5.74%	7.12%	4.96%	5.18%	3.39%	2.66%	5.7%
2025/02/08	18.28%	8.26%	13.17%	6.13%	7.59%	5.23%	8.62%	2.94%	3%	5.18%
2025/02/09	20.94%	6.27%	11.79%	5.95%	6.62%	5.38%	7.07%	2.36%	6.33%	4.5%
2025/02/10	19.45%	10.91%	12.24%	4.01%	6.82%	4.63%	5.78%	2.4%	4.93%	5.54%
2025/02/11	24.94%	6.49%	11.42%	7.78%	6.59%	4.49%	3.8%	3.74%	2.97%	2.6%
2025/02/12	24.17%	4.98%	13.94%	8.54%	5.41%	3.59%	4.66%	3.35%	3.51%	4.33%
2025/02/13	25.5%	5.01%	11.99%	10.45%	6.69%	3.34%	3.38%	4.05%	2.96%	2.51%
2025/02/14	22.28%	7.63%	11.46%	8.87%	6.33%	2.79%	5.87%	4.05%	4.04%	3.08%
2025/02/15	25.78%	6.25%	11.61%	13.28%	4.99%	2.51%	4.56%	3.08%	5.72%	1.43%
2025/02/16	21.33%	6.79%	13.47%	12.05%	6.38%	3.59%	4.06%	5.19%	4.59%	3.52%
2025/02/17	21.52%	7.63%	12.65%	9.76%	4.81%	2.67%	4.94%	4.34%	4.67%	2.88%
2025/02/18	26.69%	8.32%	10.13%	9%	7.13%	3.44%	2.63%	6.77%	2.88%	0.78%
2025/02/19	24.31%	3.26%	12.89%	7.03%	5.49%	2.9%	3.98%	5.04%	4.87%	3.11%
2025/02/20	23.07%	6.78%	12.72%	8.23%	6.83%	4.26%	3.19%	6.09%	2.92%	1.46%
2025/02/21	23.01%	7.44%	14.39%	6.79%	4.95%	2.97%	3.78%	4.69%	3.18%	2.52%
2025/02/22	24.94%	5.61%	10.76%	9.26%	7.78%	3.95%	3.46%	6.87%	3.66%	3.44%
2025/02/23	24.22%	3.88%	16.85%	7.25%	4.87%	4.31%	5.39%	3.76%	5.4%	2.91%
2025/02/24	22.09%	6.86%	12.35%	8.12%	6.6%	4.47%	3.29%	5.66%	6.18%	1.34%
2025/02/25	24.59%	5.23%	10.38%	8.88%	6.29%	4.26%	2.66%	4.91%	5.14%	1.24%
2025/02/26	22.15%	10.3%	9.33%	7.97%	5.09%	3.89%	3.52%	4.17%	5.3%	1.97%
2025/02/27	21.78%	11.73%	9.74%	5.43%	5.86%	3.62%	4.41%	5.11%	5.59%	2.23%
2025/02/28	23.47%	12.6%	9.2%	7.23%	6.95%	4.04%	3.92%	3.85%	3.66%	1.67%

In February 2025, Sky.com led PPC spend, peaking mid-month. EE.co.uk and Amazon.co.uk showed consistent growth, while Virginmedia.com and Currys.co.uk saw declines. The month ended with Sky.com maintaining dominance.

Market Exposure

Competitor Count for UK Telecommunications Television and Streaming Services

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.

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Competitor Count - Last month
Date	Competitor Count
2025/02/01	407
2025/02/02	417
2025/02/03	422
2025/02/04	442
2025/02/05	419
2025/02/06	431
2025/02/07	430
2025/02/08	391
2025/02/09	396
2025/02/10	384
2025/02/11	406
2025/02/12	398
2025/02/13	369
2025/02/14	395
2025/02/15	353
2025/02/16	361
2025/02/17	363
2025/02/18	370
2025/02/19	357
2025/02/20	380
2025/02/21	365
2025/02/22	375
2025/02/23	363
2025/02/24	362
2025/02/25	372
2025/02/26	392
2025/02/27	375
2025/02/28	377

In February, advertiser numbers peaked at 442 on the 4th, then fluctuated, ending at 377.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Television and Streaming Services

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

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Market Loss & Market Gains - Last month
Name	Market Trend
sky.com	5.06%
apple.com	1.21%
ee.co.uk	1.06%
digital-tv.co.uk	1.04%
amazon.co.uk	0.98%
bt.com	-0.44%
moneysupermarket.com	-0.93%
argos.co.uk	-1.61%
currys.co.uk	-1.92%
virginmedia.com	-4%

Sky.com soared with a 5.06% click share increase, while virginmedia.com plummeted by 4.00%. Apple.com and ee.co.uk also saw positive gains.

Campaign Efficiency

UK Telecommunications Television and Streaming Services Share of Impressions

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

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Date	amazon.co.uk	sky.com	argos.co.uk	digital-tv.co.uk	ebay.co.uk	ee.co.uk	apple.com	currys.co.uk	broadband-finder.co.uk	virginmedia.com
2025/02/01	18.72%	2.04%	14.35%	6.77%	7.48%	2.41%	4.49%	7.77%	2.02%	3.45%
2025/02/02	17.77%	6.43%	9.7%	6.92%	10.19%	2.27%	5.05%	6.22%	2.48%	3.44%
2025/02/03	18.1%	6.85%	8.23%	6.05%	6.42%	2.75%	3.74%	7.39%	2.24%	4.51%
2025/02/04	16.72%	11.29%	7.46%	7.37%	6.79%	3.11%	3.46%	3.84%	3.18%	7.32%
2025/02/05	17.62%	9.51%	8.15%	6.04%	4.51%	4.4%	2.55%	3.29%	2.48%	8.73%
2025/02/06	21.45%	8.64%	8.72%	6.27%	4.12%	3.63%	2.68%	6.68%	2.67%	3.99%
2025/02/07	20.71%	9.24%	11.05%	6.25%	3.99%	4.45%	1.81%	7.6%	2%	2.66%
2025/02/08	23.08%	8.82%	15.24%	6.37%	3.71%	3.84%	2.13%	6.38%	2.09%	2.78%
2025/02/09	23.12%	8.6%	12.54%	6.05%	5.29%	2.79%	5.17%	5.41%	1.86%	3.66%
2025/02/10	25.61%	10.1%	10.14%	4.45%	4.67%	4.12%	4.47%	5.21%	1.26%	2.55%
2025/02/11	22.08%	10.9%	7.98%	8.53%	4.63%	2.94%	3.03%	4.43%	3.25%	2.62%
2025/02/12	26.81%	10.17%	8.92%	9%	6.06%	1.91%	2.88%	4.19%	2.4%	1.94%
2025/02/13	25.36%	11.14%	8.91%	11.71%	6.02%	2.56%	2.49%	3.24%	3.88%	1.88%
2025/02/14	23.58%	9.72%	10.81%	9.64%	5.23%	3.2%	3.32%	3.91%	3.61%	1.44%
2025/02/15	22.97%	9.84%	10.5%	12.66%	6.97%	2.32%	4.43%	2.69%	3.85%	1.13%
2025/02/16	26.34%	8.92%	9.19%	11.92%	6.06%	2.6%	4.22%	4.02%	3.42%	2.5%
2025/02/17	25.37%	8.57%	10.57%	9.73%	4.55%	2.73%	3.88%	3.28%	2.73%	1.31%
2025/02/18	22.3%	13.46%	6.92%	10.92%	6%	4%	2.96%	1.99%	4.43%	2.13%
2025/02/19	25.07%	11.17%	8.56%	7.27%	6.54%	1.73%	4.68%	3.03%	2.13%	1.4%
2025/02/20	25.2%	10.64%	7.93%	9.46%	7.41%	3.09%	2.89%	2.45%	4.05%	2.36%
2025/02/21	25.48%	9.69%	9.08%	6.82%	7.68%	2.89%	2.8%	4.28%	2%	1.56%
2025/02/22	23.17%	11.55%	7.41%	10.74%	5.87%	2.92%	3.51%	3.4%	3.78%	2.31%
2025/02/23	28.93%	9.55%	9.57%	6.96%	7.34%	1.82%	4.57%	2.85%	1.99%	2.99%
2025/02/24	24.05%	9.87%	8.03%	9.04%	7.69%	2.95%	5.77%	2.36%	2.4%	2.5%
2025/02/25	22.13%	10.86%	6.83%	10.21%	7.31%	2.68%	3.95%	2.48%	3.43%	2.61%
2025/02/26	18.2%	11.63%	7.25%	9.1%	8.11%	4.9%	5.23%	3.25%	2.71%	2.72%
2025/02/27	19.73%	9.66%	8.11%	6.25%	7.18%	5.67%	4.79%	3.68%	2.14%	2.25%
2025/02/28	19.13%	10.5%	9.14%	7.85%	7.09%	6.47%	3.17%	3.13%	3.03%	2.51%

Amazon.co.uk dominated February, peaking mid-month. Sky.com surged early, while Argos.co.uk fluctuated. Digital-tv.co.uk and ebay.co.uk showed steady growth. Virginmedia.com struggled, ending with a slight rise.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Television and Streaming Services

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

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1
Apple TV+ | Watch now https://tv.apple.com › uk
All Apple Originals — New subscribers only. £8.99/mo after free trial. Auto-renews until cancelled. Terms apply. Watch on iPhone, iPad, Mac & Apple TV. Also stream on...
2
Sky Contact Number | Call Now https://sky.broadband-finder.co.uk › sky › broadband
Get Sky Broadband and TV Deals — Get The Best Sky Broadband Deals Around. Sky Broadband for Only £25 Per Month. Don't Miss Out...
3
Sky Contact Number | Call Now https://sky.digital-tv.co.uk › sky › tv
Call Us For Great Sky TV Deals — Get Unmissable Sky TV Deals From As Low As £15pm! Watch All Your Favourite Shows On Sky.
4
EE TV And Broadband Deals | Pick a TV package with EE https://www.ee.co.uk › ee › tv
Get EE Broadband and a Full Works package with EE TV with fast, reliable EE broadband.
5
Sky Essential TV & Netflix - See Our Offers Today https://www.sky.com › sky-stream › essential-tv
£15p/m. Prices may change in 24mth subscription. Selected Sky channels. New TV Customers. More...

In the competitive landscape of Google PPC, Apple and Sky dominate with compelling offers. Apple TV+ entices with exclusive originals at £8.99/month, while Sky’s diverse deals range from £15/month for TV to £25/month for broadband. EE highlights reliability with its broadband-TV package.

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Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand. Read case study

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

UK Telecommunications Television and Streaming Services - PPC Market Share Analysis February 2025

Share of Clicks for top 10 UK Telecommunications Television and Streaming Services brands

Share of Spend for the top 10 UK Telecommunications Television and Streaming Services brands

Competitor Count for UK Telecommunications Television and Streaming Services

Market Loss & Market Gains for UK Telecommunications Television and Streaming Services

UK Telecommunications Television and Streaming Services Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Television and Streaming Services

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Get the full picture

See this data specific to your brand performance