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 2.5% of all United Kingdom TV provider searches, placing EE fifth out of seven providers. When we asked both ChatGPT and Google AI Overviews about TV providers, EE appeared in all answers and was the third most recommended of the seven.

Search and AI answers in September 2026

EE is the fifth most searched of 7 competitors and the third most recommended in AI answers.

  1. NOWShare of searches 62.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  2. SkyShare of searches 17.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. FreeviewShare of searches 12.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  4. FreelyShare of searches 3.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. EEShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd

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Top TV 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 third most recommended of the seven.

Most recommended by AI

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

  1. Sky1st
  2. Virgin Media2nd
  3. EE3rd
  4. NOW4th
  5. BT5th
  6. Freely6th
  7. Freeview7th

Mentioned by AI

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

  • NOW5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • EE5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Virgin Media5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • BT4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Freeview2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Freely2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about TV 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 TV providers compete with EE?

EE against TV providers in the United Kingdom, by month

Share of searches by month for NOW, Sky, Freeview, Freely, EE. The figures are in the table below the chart.

View monthly share of searches table
MonthNOWSkyFreeviewFreelyEEVirgin MediaBT
Oct 202553.2%18.7%10.6%7.2%2.6%6.7%0.96%
Nov 202557.6%16.5%11.6%6.3%2.3%4.9%0.85%
Dec 202560.8%13.5%12.2%8.2%2%2.5%0.73%
Jan 202662.9%16.1%12.6%3.8%2.1%1.7%0.76%
Feb 202664.4%15.8%10.5%3.2%2.1%3.2%0.77%
Mar 202664.6%16.3%10.6%2.6%2.6%2.5%0.78%
Apr 202664.3%15.7%12.9%2.6%2.1%1.8%0.63%
May 202663.9%14.3%10.5%5.7%2.1%2.8%0.63%
Jun 202655.8%18.1%13.6%7.5%2.2%1.9%0.82%
Jul 202663.9%14.9%12.8%3.8%2.1%1.9%0.63%
Aug 202667.2%15.6%9%3.3%2.2%1.9%0.66%
Sep 202662.2%17.1%12.4%3.1%2.5%1.9%0.75%

  1. 1.NOW

    62.2%

    Held 1st. 550K estimated branded searches, -18.3% vs prior month. Share -5 points.

  2. 2.Sky

    17.1%

    Held 2nd. 151K estimated branded searches, -3.8% vs prior month. Share +1.4 points.

  3. 3.Freeview

    12.4%

    Held 3rd. 110K estimated branded searches, +21.5% vs prior month. Share +3.4 points.

  4. 4.Freely

    3.1%

    Held 4th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.2 points.

  5. 5.EE

    2.5%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Virgin Media

    1.9%

    Held 6th. 17.1K estimated branded searches, -11.4% vs prior month. Share 0 points.

  7. 7.BT

    0.75%

    Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.1 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?

2 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 rose from 6th to 5th among TV providers in the United Kingdom.

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

6 changes

  1. In September 2026, Freeview gained share of searches among TV providers in the United Kingdom, from 9% to 12.4%.

  2. In September 2026, Sky gained share of searches among TV providers in the United Kingdom, from 15.6% to 17.1%.

  3. In September 2026, NOW lost share of searches among TV providers in the United Kingdom, from 67.2% to 62.2%.

  4. Freely’s share of searches among TV providers in the United Kingdom has lost ground for 3 months in a row, from 7.5% to 3.1% in September 2026.

  5. Estimated monthly branded searches for Virgin Media in the United Kingdom fell 75.4% over 12 measured months, from 69.5K to 17.1K in September 2026.

  6. Estimated monthly branded searches for BT in the United Kingdom fell 33.3% over 12 measured months, from 9.9K to 6.6K 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%Show ranking
TV providers5th of 72.5%Shown above
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Is EE your brand?

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