Brandwave

How popular isSky?

In September 2026, people searched for Sky by name about 654,000 times in the United Kingdom, about the same as the previous year. These searches made up 17.1% of all United Kingdom TV provider searches, placing Sky second out of seven providers. When we asked both ChatGPT and Google AI Overviews about TV providers, Sky appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

Sky is the second most searched of 7 competitors and the 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, Sky appeared in all five answers. Sky is the 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 Sky?

Sky 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 Sky and its closest rivals

Every comparison with Sky

22 comparisons

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

3 findings
  • 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 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 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 Sky’s branded searches counted?

5 search terms

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

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

How the Brand Demand Index is measured

Where does Sky compete?

Sky 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 networks6th of 128%Show ranking
Broadband providers5th of 115.5%Show ranking
TV providers2nd of 717.1%Shown above
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Is Sky your brand?

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