Brandwave

How popular isEE?

In September 2026, people searched for EE by name about 1.2 million times in the United Kingdom, about the same as the previous year. These searches made up 5.5% of all United Kingdom broadband provider searches, placing EE third out of 11 providers. When we asked both ChatGPT and Google AI Overviews about broadband providers, EE appeared in all answers and was the second most recommended of the 11.

Search and AI answers in September 2026

EE is the third most searched of 11 competitors and the second most recommended in AI answers.

  1. Virgin MediaShare of searches 50.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. TalkTalkShare of searches 12.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 10th
  3. EEShare of searches 5.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. HyperopticShare of searches 5.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. SkyShare of searches 5.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th

+6 more

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Top broadband providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, EE appeared in all five answers. EE is the second most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Zen1st
  2. EE2nd
  3. Vodafone3rd
  4. Plusnet4th
  5. Virgin Media5th
  6. Hyperoptic6th
  7. Community Fibre7th
  8. YouFibre8th
  9. BT9th
  10. TalkTalk10th
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • EE5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Zen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Plusnet4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vodafone4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Virgin Media3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hyperoptic3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • TalkTalk2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BT2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Community Fibre2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sky1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about broadband providers

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which broadband providers compete with EE?

EE against broadband providers in the United Kingdom, by month

Share of searches by month for Virgin Media, TalkTalk, EE, Hyperoptic, Sky, BT, Plusnet, Community Fibre, Vodafone, YouFibre. The figures are in the table below the chart.

View monthly share of searches table
MonthVirgin MediaTalkTalkEEHyperopticSkyBTPlusnetCommunity FibreVodafoneYouFibreZen
Oct 202550.2%12.3%5.5%3.7%5.5%4.5%4.5%3.7%6.7%2.5%0.91%
Nov 202547.9%14.4%5.3%3.6%6.5%5.3%5.3%3.6%3.6%3.6%1.1%
Dec 202554.6%13.5%4.9%3.3%4.9%4.1%4.9%3.3%2.7%2.7%0.99%
Jan 202648.6%14.7%5.4%4.4%5.4%4.4%6.6%3.6%2.9%2.9%1.1%
Feb 202651.3%12.7%5.7%3.8%5.7%4.6%5.7%3.8%3.1%2.5%1.1%
Mar 202653.5%13.1%4.8%3.9%4.8%3.9%4.8%3.2%3.2%3.2%1.4%
Apr 202650.5%12.5%5.6%3.7%5.6%4.6%5.6%3.7%3.1%3.7%1.4%
May 202652.3%10.6%5.8%4.7%4.7%4.7%5.8%3.9%3.2%3.2%1.2%
Jun 202651.5%10.4%7%4.6%4.6%4.6%5.7%3.8%3.1%3.1%1.4%
Jul 202652.2%10.5%5.8%4.7%4.7%4.7%5.8%3.9%3.2%3.2%1.4%
Aug 202651.8%10.4%5.7%4.7%5.7%4.7%4.7%3.8%3.8%3.1%1.4%
Sep 202650.1%12.4%5.5%5.5%5.5%4.5%4.5%3.7%3.7%3%1.4%

  1. 1.Virgin Media

    50.1%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share -1.7 points.

  2. 2.TalkTalk

    12.4%

    Held 2nd. 301K estimated branded searches, +22.4% vs prior month. Share +1.9 points.

  3. 3.EE

    5.5%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Hyperoptic

    5.5%

    Moved from 6th to 4th. 135K estimated branded searches, +22.7% vs prior month. Share +0.9 points.

  5. 5.Sky

    5.5%

    Moved from 4th to 5th. 135K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.BT

    4.5%

    Moved from 5th to 6th. 110K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Plusnet

    4.5%

    Held 7th. 110K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Community Fibre

    3.7%

    Held 8th. 90.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Vodafone

    3.7%

    Held 9th. 90.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.YouFibre

    3%

    Held 10th. 74K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Zen

    1.4%

    Held 11th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between EE and its closest rivals

Every comparison with EE

22 comparisons

How has branded search demand for EE changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for EE in the United Kingdom held steady at 1.2M.
  • Across the 12 months ending September 2026, EE’s share of searches among broadband providers in the United Kingdom peaked at 7% in June 2026 and was lowest at 4.8% in March 2026.
  • Across the 12 months ending September 2026, EE rose from 4th to 3rd among broadband providers in the United Kingdom.

How did search popularity change for United Kingdom broadband providers in September 2026?

6 changes

  1. In September 2026, Hyperoptic overtook Sky and BT to rank 4th among broadband providers in the United Kingdom, with 5.5% of the searches.

  2. In September 2026, TalkTalk gained share of searches among broadband providers in the United Kingdom, from 10.4% to 12.4%.

  3. In September 2026, Virgin Media lost share of searches among broadband providers in the United Kingdom, from 51.8% to 50.1%.

  4. EE’s share of searches among broadband providers in the United Kingdom has lost ground for 3 months in a row, from 7% to 5.5% in September 2026.

  5. Estimated monthly branded searches for Zen in the United Kingdom rose 22.1% over 12 measured months, from 27.1K to 33.1K in September 2026.

  6. Estimated monthly branded searches for Vodafone in the United Kingdom fell 55% over 12 measured months, from 201K to 90.5K in September 2026.

How are EE’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using EE’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ee
  • ee broadband
  • ee mobile
  • ee tv

How the Brand Demand Index is measured

Who owns EE?

EE is owned by BT Group. Brandwave also tracks BT, BT Business and Plusnet, owned by the same company, in the United Kingdom.

Do you work for EE? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does EE compete?

EE is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Mobile networks1st of 1222.6%Show ranking
Broadband providers3rd of 115.5%Shown above
TV providers5th of 72.5%Show ranking
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Is EE your brand?

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