UK Telecommunications Television and Streaming Services - PPC Market Share Analysis October 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.

Television and Streaming Services – UK

Google AI Overview visibility for Telecommunications Television and Streaming Services 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 23.3614421908
76.6385578092
23%

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 60
40
60%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 44%
Navigational 6%
Seasonal 0%
Local 0%
Problem Solving 6%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
sky.com 39.25
digital-tv.co.uk 18.58
nowtv.com 10.22
broadband-finder.co.uk 6.79
virginmedia.com 4.42
paramountplus.com 4.39
apple.com 2.66
ee.co.uk 2.51
uswitch.com 2.38
discoveryplus.com 2.33
others 6.47
  • sky.com - 39.25%
  • digital-tv.co.uk - 18.58%
  • nowtv.com - 10.22%
  • broadband-finder.co.uk - 6.79%
  • virginmedia.com - 4.42%
  • paramountplus.com - 4.39%
  • apple.com - 2.66%
  • ee.co.uk - 2.51%
  • uswitch.com - 2.38%
  • discoveryplus.com - 2.33%
  • others - 6.47%

Copyright © Adthena. All rights reserved.

Sky.com dominates with 39.25% click share, followed by digital-tv.co.uk at 18.58%. Nowtv.com holds 10.22%, while others collectively capture 6.47%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date sky.com digital-tv.co.uk broadband-finder.co.uk virginmedia.com nowtv.com paramountplus.com apple.com uswitch.com ee.co.uk discoveryplus.com
2025/10/01 42.54% 14.48% 5.27% 3.72% 10.39% 4.02% 2.22% 2.73% 3.02% 0.87%
2025/10/02 45.1% 14.71% 6.44% 3.16% 9.85% 4.08% 3.27% 3% 2.59% 0%
2025/10/03 42.55% 16.79% 8.17% 4.27% 7.04% 3.52% 4.52% 2.9% 2.51% 1.24%
2025/10/04 45.57% 18.92% 7.76% 4.28% 4.98% 4.14% 2.45% 1.68% 3.04% 1.69%
2025/10/05 46.92% 16.92% 7.91% 3.8% 5.89% 3.5% 2.39% 2.2% 2.28% 2.52%
2025/10/06 42.5% 19.24% 8.23% 4.08% 4.03% 4.33% 3.1% 2.66% 2.13% 3.02%
2025/10/07 42.48% 16.59% 8.34% 4.41% 7.02% 3.84% 2.73% 2.41% 2.58% 3.37%
2025/10/08 43.69% 19.23% 7.42% 4.19% 6.21% 3.73% 2.06% 2.64% 2.03% 2.46%
2025/10/09 49.13% 8.37% 8.4% 5.24% 6.09% 3.98% 2.03% 3.85% 3.62% 1.39%
2025/10/10 39.63% 21.29% 6.03% 4.51% 7.35% 2.94% 2.49% 2.62% 3.45% 1.66%
2025/10/11 38.93% 17.95% 5.48% 4.61% 10.86% 4.34% 3.56% 3.11% 3.57% 1.63%
2025/10/12 38.58% 18.51% 6.86% 5.28% 9.17% 4.85% 2.04% 4.06% 2.41% 1.26%
2025/10/13 34.98% 22.03% 7.06% 4.95% 7.14% 4.22% 3.27% 3.18% 2.3% 2.95%
2025/10/14 41.5% 18.92% 7.86% 4.44% 7.87% 3.22% 2.59% 2.78% 2.27% 1.77%
2025/10/15 41.98% 18.71% 7.21% 4.52% 6.15% 3.33% 3.37% 2.37% 2.82% 2.62%
2025/10/16 36.91% 19.6% 5.42% 4.74% 12.66% 3.09% 1.55% 2.73% 3.72% 2.69%
2025/10/17 38.35% 17.74% 5.57% 4.42% 12.3% 3.44% 2.58% 2.33% 2.38% 1.34%
2025/10/18 40.95% 16.27% 5.26% 4.93% 9.73% 3.42% 2.79% 2.79% 2.85% 1.16%
2025/10/19 40.92% 18.98% 5.63% 5.68% 9.51% 3.66% 1.94% 3.18% 2.01% 1.62%
2025/10/20 42.81% 20.4% 7.17% 5.22% 4.18% 3.36% 2.29% 2.93% 2.12% 2.78%
2025/10/21 42.56% 18.36% 6.75% 5.48% 5.57% 4.62% 1.8% 2.92% 2.21% 2.85%
2025/10/22 38.86% 21.31% 7.81% 5.27% 8.48% 3.43% 2.34% 2.64% 1.99% 1.4%
2025/10/23 36.96% 21.32% 9.47% 5.56% 6.43% 3.31% 2.89% 2.85% 2.29% 2.14%
2025/10/24 35.4% 20.87% 8.29% 5.33% 7.04% 3.74% 3.16% 3.04% 3.19% 2.52%
2025/10/25 36.68% 19.98% 6.12% 5.28% 10.87% 3.64% 3.13% 3.16% 2.69% 1.6%
2025/10/26 36.59% 22.37% 6.9% 5.5% 9.79% 3.44% 2.63% 3.21% 2.95% 1.25%
2025/10/27 36.42% 22.96% 7.23% 4.97% 9.03% 3.57% 2.8% 2.58% 2.72% 2.26%
2025/10/28 34.05% 25.67% 10.28% 4.71% 5.92% 3.56% 2.59% 2.96% 2.29% 1.34%
2025/10/29 32.63% 24.6% 8.89% 4.87% 10% 3.62% 2.05% 2.91% 1.87% 2.19%
2025/10/30 34.19% 23.66% 6% 5% 11.04% 3.73% 3.38% 2.98% 2% 2.29%
2025/10/31 38.49% 23.03% 8% 4.83% 4.72% 3.69% 3.63% 3.5% 1.98% 1.34%
  • sky.com
  • digital-tv.co.uk
  • broadband-finder.co.uk
  • virginmedia.com
  • nowtv.com
  • paramountplus.com
  • apple.com
  • uswitch.com
  • ee.co.uk
  • discoveryplus.com

Copyright © Adthena. All rights reserved.

Sky.com led October with fluctuating spend, peaking mid-month. Digital-tv.co.uk steadily rose, ending strong. Broadband-finder.co.uk and Virginmedia.com showed consistent growth. Nowtv.com and Paramountplus.com had varied trends. Apple.com and Uswitch.com maintained stability. Discoveryplus.com fluctuated, closing lower.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/10/01 123
2025/10/02 121
2025/10/03 120
2025/10/04 115
2025/10/05 113
2025/10/06 112
2025/10/07 113
2025/10/08 109
2025/10/09 95
2025/10/10 95
2025/10/11 91
2025/10/12 94
2025/10/13 95
2025/10/14 101
2025/10/15 103
2025/10/16 106
2025/10/17 109
2025/10/18 107
2025/10/19 101
2025/10/20 103
2025/10/21 99
2025/10/22 111
2025/10/23 103
2025/10/24 108
2025/10/25 107
2025/10/26 113
2025/10/27 107
2025/10/28 110
2025/10/29 103
2025/10/30 110
2025/10/31 111

Copyright © Adthena. All rights reserved.

Advertisers fluctuated throughout October, starting at 123, dipping to 91 mid-month, then recovering to 111 by month’s end.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
digital-tv.co.uk 3.8%
virginmedia.com 0.68%
uswitch.com 0.39%
broadband-finder.co.uk 0.37%
apple.com 0.2%
bt.com -0.12%
ee.co.uk -0.25%
paramountplus.com -0.62%
discoveryplus.com -0.73%
sky.com -4.37%

Copyright © Adthena. All rights reserved.

Digital-tv.co.uk surged with a 3.80% click share increase, while sky.com faced a significant drop of 4.37%.

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.

Date sky.com digital-tv.co.uk broadband-finder.co.uk nowtv.com virginmedia.com paramountplus.com apple.com uswitch.com ee.co.uk discoveryplus.com
2025/10/01 40.87% 15.5% 5.57% 12.39% 2.91% 4.24% 1.69% 1.79% 2.55% 0.64%
2025/10/02 44% 15.75% 6.9% 12.41% 2.5% 4.5% 2.36% 2.2% 2.22% 0%
2025/10/03 41.91% 18.15% 8.78% 8.38% 3.58% 3.86% 4.06% 2.11% 2.28% 1.52%
2025/10/04 44.33% 20.94% 8.34% 5.88% 3.56% 4.46% 1.95% 1.04% 2.76% 1.99%
2025/10/05 44.84% 18.68% 8.85% 6.46% 3.19% 3.85% 2.03% 1.49% 2.01% 2.97%
2025/10/06 41.35% 21.29% 8.91% 4.85% 3.29% 4.57% 2.96% 1.81% 1.85% 3.45%
2025/10/07 41.86% 17.87% 8.76% 8.66% 3.82% 4% 2.41% 1.65% 2.35% 3.92%
2025/10/08 42.24% 21.3% 8.29% 6.98% 3.37% 3.84% 1.79% 1.8% 1.76% 2.85%
2025/10/09 49.37% 9.34% 9.5% 6.72% 4.45% 4.17% 1.69% 2.71% 3.25% 1.65%
2025/10/10 38.89% 23.11% 6.75% 8.41% 3.67% 3.1% 2.19% 1.8% 2.95% 1.98%
2025/10/11 38.24% 19.26% 6.19% 11.2% 3.73% 4.37% 3.14% 2.14% 3.23% 1.92%
2025/10/12 38.58% 19.3% 7.72% 10.21% 4.29% 5.29% 1.68% 2.89% 2.07% 1.54%
2025/10/13 34.84% 22.97% 7.35% 8.34% 4.16% 4.83% 2.96% 2.28% 2.08% 3.66%
2025/10/14 41.12% 19.46% 8.88% 9.28% 3.64% 3.74% 2.3% 1.89% 2% 2.17%
2025/10/15 41.55% 19.09% 7.9% 7.2% 3.69% 4% 2.39% 1.57% 2.5% 3.23%
2025/10/16 35.66% 19.51% 5.87% 15.08% 3.89% 3.7% 1.28% 1.81% 3.26% 3.21%
2025/10/17 38.06% 17.34% 5.73% 14.41% 3.51% 4.01% 2.19% 1.53% 2.02% 1.57%
2025/10/18 38.92% 15.53% 5.43% 11.09% 3.73% 3.77% 2.46% 1.73% 3.31% 1.26%
2025/10/19 40.6% 19.41% 5.99% 11.13% 4.6% 4.17% 1.68% 2.22% 1.83% 1.81%
2025/10/20 43.64% 20.87% 7.41% 4.69% 4.28% 3.69% 2.11% 2.06% 1.96% 2.93%
2025/10/21 43.38% 18.73% 7.31% 6.09% 4.51% 4.91% 1.58% 2.13% 1.99% 2.89%
2025/10/22 39.39% 22.01% 7.98% 9.47% 4.34% 3.61% 2.15% 1.86% 1.78% 1.36%
2025/10/23 37.71% 22.38% 10.1% 6.52% 4.61% 3.27% 2.94% 1.97% 2.09% 2.02%
2025/10/24 35.58% 21.82% 9.12% 7.58% 4.45% 3.56% 3.32% 2.22% 2.91% 2.4%
2025/10/25 37.36% 20.67% 6.27% 12.01% 4.42% 3.43% 3.16% 2.46% 2.41% 1.5%
2025/10/26 36.72% 23.2% 7.34% 10.85% 4.72% 3.23% 2.58% 2.44% 2.62% 1.2%
2025/10/27 36.72% 23.99% 7.68% 10.09% 4.18% 3.28% 2.74% 1.94% 2.45% 2.15%
2025/10/28 34% 27.1% 11.01% 6.58% 3.98% 3.2% 2.44% 2.3% 2.16% 1.3%
2025/10/29 32% 25.75% 9.79% 11.76% 4.08% 3.18% 1.78% 2.18% 1.66% 2.1%
2025/10/30 33.97% 24.31% 6.38% 13.01% 4.23% 3.28% 3.05% 2.33% 1.87% 2.29%
2025/10/31 39.05% 24.13% 8.68% 5.09% 4.12% 3.34% 3.3% 2.85% 1.84% 1.36%
  • sky.com
  • digital-tv.co.uk
  • broadband-finder.co.uk
  • nowtv.com
  • virginmedia.com
  • paramountplus.com
  • apple.com
  • uswitch.com
  • ee.co.uk
  • discoveryplus.com

Copyright © Adthena. All rights reserved.

Sky.com led October with fluctuating impressions, peaking at 49.37% on the 9th. Digital-tv.co.uk surged late, reaching 27.1% on the 28th. Broadband-finder.co.uk and nowtv.com showed varied trends, while virginmedia.com remained steady. Paramountplus.com and apple.com had minor shifts. Uswitch.com and ee.co.uk maintained low shares. Discoveryplus.com saw sporadic activity. The month ended with sky.com at 39.05%.

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.

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Television and Streaming Services - Last month
  1. 1
    Apple TV+ | Watch now - Start watching https://tv.apple.com › uk

    Find on the Apple App Store and Google Play. Now available on Android devices.

  2. 2
    Sky TV Contact Number https://sky.broadband-finder.co.uk

    Sky: TV, Broadband & Mobile — Sky Stream with Netflix from £15/pm. Fibre broadband from just £25/pm.

  3. 3
    Sky TV Contact Number https://sky.digital-tv.co.uk

    October Offers – Ending Soon — Sky Stream with Netflix from £15/pm. Fibre broadband from just £25/pm.

  4. 4
    Watch Live Sports On NOW | Watch On TV, Mobile, Desktop https://www.nowtv.com

    Stream World-Class Sport Including Live Football, Cricket, Golf & Every Thrilling F1 Race. Join In With Your NOW Membership And...

  5. 5
    Need to Call Sky TV? - Get the Right Contact Details https://www.sky.com

    If Your Issue Can't Be Fixed Online, Our Guides Will Direct You to the Best Contact Option

Copyright © Adthena. All rights reserved.

Apple TV+ entices viewers with cross-platform availability, while Sky emphasizes affordability and bundled services. NOW TV captivates sports enthusiasts with live streaming options. Each ad highlights unique selling points, from device compatibility to cost-effective packages and exclusive content access.

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