---
title: "Sky: search popularity in the United Kingdom"
description: "Sky sells TV, broadband and mobile plans. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/brands/sky-uk"
publisher: "Brandwave"
---

# Sky: search popularity in the United Kingdom

Sky sells TV, broadband and mobile plans. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Sky
- **Market**: United Kingdom
- **Measured month**: Sep 2026
- **Share of Search among mobile networks**: 8%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Mobile networks | 6 | 8% | 368K |
| Broadband providers | 5 | 5.5% | 135K |
| TV providers | 2 | 17.1% | 151K |

- [Mobile networks](/demand/uk/categories/uk-mobile-networks)
- [Broadband providers](/demand/uk/categories/uk-broadband-providers)
- [TV providers in the UK](/demand/uk/categories/uk-tv-providers)

## Top mobile networks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sky did not appear in any of the five answers.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Vodafone | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| EE | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Three | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| O2 | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| SMARTY | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Lebara | 6th | 1 of 3 | 2 of 2 | 3 of 5 |
| iD Mobile | 7th | 2 of 3 | 1 of 2 | 3 of 5 |
| giffgaff | 8th | 2 of 3 | 1 of 2 | 3 of 5 |
| Lyca Mobile | 9th | 1 of 3 | 0 of 2 | 1 of 5 |
| VOXI | 10th | 2 of 3 | 0 of 2 | 2 of 5 |
| Tesco Mobile | 11th | 2 of 3 | 1 of 2 | 3 of 5 |
| Sky | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about mobile networks

- Asked ChatGPT "Which mobile network should I use in the UK?": 1. EE, 2. Vodafone, 3. O2, 4. Three, 5. VOXI, 6. Tesco Mobile, 7. giffgaff
- Asked ChatGPT "What are the best mobile networks and SIM-only providers in the UK?": 1. EE, 2. Vodafone, 3. O2, 4. Three, 5. giffgaff, 6. SMARTY, 7. Lebara, 8. VOXI, 9. iD Mobile, 10. Tesco Mobile
- Asked ChatGPT "What's the best SIM-only deal in the UK for lots of data?": 1. Lyca Mobile, 2. iD Mobile, 3. SMARTY, 4. Three, 5. Vodafone
- Searched Google, AI Overview "sim only deals": 1. Lebara, 2. Vodafone, 3. EE
- Searched Google, AI Overview "best mobile network": 1. EE, 2. Three, 3. Vodafone, 4. O2, 5. SMARTY, 6. iD Mobile, 7. giffgaff, 8. Tesco Mobile, 9. Lebara

Not named in any answer: Sky.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026.

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

- Across the 12 months ending September 2026, estimated monthly branded searches for Sky in the United Kingdom held steady, from 659K to 654K.
- Across the 12 months ending September 2026, Sky’s share of searches among mobile networks in the United Kingdom increased from 5.4% to 8%.
- Across the 12 months ending September 2026, Sky’s share of searches among mobile networks in the United Kingdom peaked at 8% in September 2026 and was lowest at 5.1% in April 2026.
- Across the 12 months ending September 2026, Sky rose from 7th to 6th among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, Sky’s share of searches among broadband providers in the United Kingdom peaked at 6.5% in November 2025 and was lowest at 4.6% in June 2026.
- Across the 12 months ending September 2026, Sky’s share of searches among TV providers in the United Kingdom decreased from 18.7% to 17.1%.
- Across the 12 months ending September 2026, Sky’s share of searches among TV providers in the United Kingdom peaked at 18.7% in October 2025 and was lowest at 13.5% in December 2025.

## How did search popularity change for United Kingdom mobile networks in September 2026?

- In September 2026, Sky overtook iD Mobile to rank 6th among mobile networks in the United Kingdom, with 8% of the searches.
- In September 2026, VOXI overtook Lebara to rank 8th among mobile networks in the United Kingdom, with 5.3% of the searches.
- In September 2026, EE gained share of searches among mobile networks in the United Kingdom, from 20.4% to 22.6%.
- In September 2026, O2 gained share of searches among mobile networks in the United Kingdom, from 9% to 10.2%.
- In September 2026, giffgaff lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.
- In September 2026, Tesco Mobile lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.

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

- In September 2026, Hyperoptic overtook Sky and BT to rank 4th among broadband providers in the United Kingdom, with 5.5% of the searches.
- In September 2026, TalkTalk gained share of searches among broadband providers in the United Kingdom, from 10.4% to 12.4%.
- In September 2026, Virgin Media lost share of searches among broadband providers in the United Kingdom, from 51.8% to 50.1%.
- 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.
- 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.
- 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 did search popularity change for United Kingdom TV providers in September 2026?

- In September 2026, Freeview gained share of searches among TV providers in the United Kingdom, from 9% to 12.4%.
- In September 2026, Sky gained share of searches among TV providers in the United Kingdom, from 15.6% to 17.1%.
- In September 2026, NOW lost share of searches among TV providers in the United Kingdom, from 67.2% to 62.2%.
- 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.
- 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.
- 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Mobile networks | 301K | 5.4% | 7 |
| Nov 2025 | Mobile networks | 301K | 5.6% | 7 |
| Dec 2025 | Mobile networks | 246K | 5.7% | 7 |
| Jan 2026 | Mobile networks | 246K | 5.5% | 8 |
| Feb 2026 | Mobile networks | 201K | 5.1% | 8 |
| Mar 2026 | Mobile networks | 246K | 6% | 7 |
| Apr 2026 | Mobile networks | 201K | 5.1% | 8 |
| May 2026 | Mobile networks | 201K | 5.2% | 8 |
| Jun 2026 | Mobile networks | 201K | 5.3% | 8 |
| Jul 2026 | Mobile networks | 201K | 5.3% | 8 |
| Aug 2026 | Mobile networks | 301K | 7.1% | 7 |
| Sep 2026 | Mobile networks | 368K | 8% | 6 |
| Oct 2025 | Broadband providers | 165K | 5.5% | 5 |
| Nov 2025 | Broadband providers | 165K | 6.5% | 3 |
| Dec 2025 | Broadband providers | 110K | 4.9% | 5 |
| Jan 2026 | Broadband providers | 135K | 5.4% | 5 |
| Feb 2026 | Broadband providers | 135K | 5.7% | 5 |
| Mar 2026 | Broadband providers | 135K | 4.8% | 5 |
| Apr 2026 | Broadband providers | 135K | 5.6% | 5 |
| May 2026 | Broadband providers | 110K | 4.7% | 7 |
| Jun 2026 | Broadband providers | 110K | 4.6% | 7 |
| Jul 2026 | Broadband providers | 110K | 4.7% | 7 |
| Aug 2026 | Broadband providers | 135K | 5.7% | 4 |
| Sep 2026 | Broadband providers | 135K | 5.5% | 5 |
| Oct 2025 | TV providers | 193K | 18.7% | 2 |
| Nov 2025 | TV providers | 193K | 16.5% | 2 |
| Dec 2025 | TV providers | 149K | 13.5% | 2 |
| Jan 2026 | TV providers | 173K | 16.1% | 2 |
| Feb 2026 | TV providers | 165K | 15.8% | 2 |
| Mar 2026 | TV providers | 170K | 16.3% | 2 |
| Apr 2026 | TV providers | 164K | 15.7% | 2 |
| May 2026 | TV providers | 151K | 14.3% | 2 |
| Jun 2026 | TV providers | 146K | 18.1% | 2 |
| Jul 2026 | TV providers | 128K | 14.9% | 2 |
| Aug 2026 | TV providers | 157K | 15.6% | 2 |
| Sep 2026 | TV providers | 151K | 17.1% | 2 |

## How are Sky’s branded searches counted?

Brandwave collects information about searches that people make online using Sky’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.

- “sky broadband”
- “sky glass”
- “sky mobile”
- “sky tv”
- “sky tv packages”

## Which mobile networks compete with Sky?

- [EE](/demand/uk/brands/ee-uk)
- [giffgaff](/demand/uk/brands/giffgaff)
- [Tesco Mobile](/demand/uk/brands/tesco-mobile): Head-to-head: /demand/uk/compare/sky-uk-vs-tesco-mobile
- [Vodafone](/demand/uk/brands/vodafone-uk): Head-to-head: /demand/uk/compare/sky-uk-vs-vodafone-uk
- [O2](/demand/uk/brands/o2-uk): Head-to-head: /demand/uk/compare/o2-uk-vs-sky-uk
- [iD Mobile](/demand/uk/brands/id-mobile): Head-to-head: /demand/uk/compare/id-mobile-vs-sky-uk
- [VOXI](/demand/uk/brands/voxi): Head-to-head: /demand/uk/compare/sky-uk-vs-voxi
- [Lebara](/demand/uk/brands/lebara-uk)
- [Three](/demand/uk/brands/three-uk)
- [Lyca Mobile](/demand/uk/brands/lyca-mobile)
- [SMARTY](/demand/uk/brands/smarty-mobile)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Sky: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/sky-uk

This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/sky-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.