--- title: "Broadband providers in the United Kingdom: Which are searched most?" description: "Compare the companies that provide home broadband and fibre internet. Share of Search among Virgin Media, TalkTalk, EE, Hyperoptic, Sky, BT, Plusnet, Community Fibre, Vodafone, YouFibre and Zen, the broadband providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-broadband-providers" publisher: "Brandwave" --- # Broadband providers in the United Kingdom: Which are searched most? Compare the companies that provide home broadband and fibre internet. Share of Search among Virgin Media, TalkTalk, EE, Hyperoptic, Sky, BT, Plusnet, Community Fibre, Vodafone, YouFibre and Zen, the broadband providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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 - **Competitive set**: Broadband providers - **Market**: United Kingdom - **Brands compared**: 11 - **Month measured**: Sep 2026 - **Highest Share of Search**: Virgin Media, 50.1% ## Which brand is most popular in search among broadband providers in the United Kingdom? - In September 2026, Virgin Media was the most searched among broadband providers in the United Kingdom, with an estimated 1.2M branded searches, 50.1% of all searches for the 11 we track. - TalkTalk is in 2nd place, 37.8 percentage points behind at 12.4%. - Across the 12 months ending September 2026, Hyperoptic’s share of searches among broadband providers in the United Kingdom increased from 3.7% to 5.5%. - Across the 12 months ending September 2026, Vodafone’s share of searches among broadband providers in the United Kingdom decreased from 6.7% to 3.7%. - Across the 12 months ending September 2026, YouFibre’s share of searches among broadband providers in the United Kingdom increased from 2.5% to 3%. - Across the 12 months ending September 2026, Virgin Media’s share of searches among broadband providers in the United Kingdom peaked at 54.6% in December 2025 and was lowest at 47.9% in November 2025. - Across the 12 months ending September 2026, TalkTalk’s share of searches among broadband providers in the United Kingdom peaked at 14.7% in January 2026 and was lowest at 10.4% in June 2026. - 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, Hyperoptic’s share of searches among broadband providers in the United Kingdom peaked at 5.5% in September 2026 and was lowest at 3.3% in December 2025. - 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, BT’s share of searches among broadband providers in the United Kingdom peaked at 5.3% in November 2025 and was lowest at 3.9% in March 2026. - Across the 12 months ending September 2026, Plusnet’s share of searches among broadband providers in the United Kingdom peaked at 6.6% in January 2026 and was lowest at 4.5% in October 2025. - Across the 12 months ending September 2026, Vodafone’s share of searches among broadband providers in the United Kingdom peaked at 6.7% in October 2025 and was lowest at 2.7% in December 2025. - Across the 12 months ending September 2026, YouFibre’s share of searches among broadband providers in the United Kingdom peaked at 3.7% in April 2026 and was lowest at 2.5% in October 2025. - Across the 12 months ending September 2026, EE rose from 4th to 3rd among broadband providers in the United Kingdom. - Across the 12 months ending September 2026, Hyperoptic rose from 9th to 4th among broadband providers in the United Kingdom. - Across the 12 months ending September 2026, Vodafone fell from 3rd to 9th among broadband providers in the United Kingdom. - Across the 12 months ending September 2026, Virgin Media, TalkTalk, Sky, BT, Plusnet, Community Fibre and Zen held steady: their share of searches among broadband providers in the United Kingdom each moved less than 0.5 percentage points. ## Top broadband providers in ChatGPT and Google AI Overviews In Brandwave's three ChatGPT questions and two Google AI Overviews, EE and Zen appeared every time. Zen was recommended most often, coming first in three out of five answers. EE was second, and Vodafone was third. 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 | | --- | --- | --- | --- | --- | | Zen | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | EE | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Vodafone | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Plusnet | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Virgin Media | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Hyperoptic | 6th | 1 of 3 | 2 of 2 | 3 of 5 | | Community Fibre | 7th | 0 of 3 | 2 of 2 | 2 of 5 | | YouFibre | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | BT | 9th | 2 of 3 | 0 of 2 | 2 of 5 | | TalkTalk | 10th | 1 of 3 | 1 of 2 | 2 of 5 | | Sky | 11th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about broadband providers - Asked ChatGPT "Which broadband provider should I switch to in the UK?": 1. Zen, 2. YouFibre, 3. Vodafone, 4. Virgin Media, 5. Plusnet, 6. BT, 7. Sky, 8. EE, 9. TalkTalk - Asked ChatGPT "What are the best broadband providers in the UK?": 1. Zen, 2. Plusnet, 3. Vodafone, 4. EE, 5. Hyperoptic, 6. Virgin Media - Asked ChatGPT "What's the best full fibre broadband provider in the UK for working from home?": 1. Zen, 2. EE, 3. Plusnet, 4. Vodafone, 5. BT - Searched Google, AI Overview "broadband deals": 1. Hyperoptic, 2. Vodafone, 3. Community Fibre, 4. EE, 5. Zen - Searched Google, AI Overview "best broadband provider": 1. EE, 2. Zen, 3. Virgin Media, 4. Plusnet, 5. Community Fibre, 6. TalkTalk, 7. Hyperoptic Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## Compare search popularity between leading brands - [Virgin Media vs TalkTalk: compare search popularity](/demand/uk/compare/talktalk-vs-virgin-media): 50.1% against 12.4% Share of Search. - [Virgin Media vs EE: compare search popularity](/demand/uk/compare/ee-uk-vs-virgin-media): 50.1% against 5.5% Share of Search. - [Virgin Media vs Hyperoptic: compare search popularity](/demand/uk/compare/hyperoptic-vs-virgin-media): 50.1% against 5.5% Share of Search. - [Virgin Media vs Sky: compare search popularity](/demand/uk/compare/sky-uk-vs-virgin-media): 50.1% against 5.5% Share of Search. - [TalkTalk vs EE: compare search popularity](/demand/uk/compare/ee-uk-vs-talktalk): 12.4% against 5.5% Share of Search. - [TalkTalk vs Hyperoptic: compare search popularity](/demand/uk/compare/hyperoptic-vs-talktalk): 12.4% against 5.5% Share of Search. - [TalkTalk vs Sky: compare search popularity](/demand/uk/compare/sky-uk-vs-talktalk): 12.4% against 5.5% Share of Search. - [EE vs Hyperoptic: compare search popularity](/demand/uk/compare/ee-uk-vs-hyperoptic): 5.5% Share of Search each. - [EE vs Sky: compare search popularity](/demand/uk/compare/ee-uk-vs-sky-uk): 5.5% Share of Search each. - [Hyperoptic vs Sky: compare search popularity](/demand/uk/compare/hyperoptic-vs-sky-uk): 5.5% Share of Search each. ## 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. - Estimated monthly branded searches for BT in the United Kingdom fell 18.5% over 12 measured months, from 135K to 110K in September 2026. - Estimated monthly branded searches for Plusnet in the United Kingdom fell 18.5% over 12 measured months, from 135K to 110K in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Virgin Media | 50.1% | 1.2M | 0.0% | Virgin Media O2 | | 2 | TalkTalk | 12.4% | 301K | +22.4% | TalkTalk | | 3 | EE | 5.5% | 135K | 0.0% | BT Group | | 4 | Hyperoptic | 5.5% | 135K | +22.7% | Hyperoptic | | 5 | Sky | 5.5% | 135K | 0.0% | Sky | | 6 | BT | 4.5% | 110K | 0.0% | BT Group | | 7 | Plusnet | 4.5% | 110K | 0.0% | BT Group | | 8 | Community Fibre | 3.7% | 90.5K | 0.0% | Community Fibre | | 9 | Vodafone | 3.7% | 90.5K | 0.0% | VodafoneThree | | 10 | YouFibre | 3% | 74K | 0.0% | YouFibre | | 11 | Zen | 1.4% | 33.1K | 0.0% | Zen Internet | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Virgin Media | 1.5M | 50.2% | 1 | | Oct 2025 | TalkTalk | 368K | 12.3% | 2 | | Oct 2025 | Vodafone | 201K | 6.7% | 3 | | Oct 2025 | EE | 165K | 5.5% | 4 | | Oct 2025 | Sky | 165K | 5.5% | 5 | | Oct 2025 | BT | 135K | 4.5% | 6 | | Oct 2025 | Plusnet | 135K | 4.5% | 7 | | Oct 2025 | Community Fibre | 110K | 3.7% | 8 | | Oct 2025 | Hyperoptic | 110K | 3.7% | 9 | | Oct 2025 | YouFibre | 74K | 2.5% | 10 | | Oct 2025 | Zen | 27.1K | 0.91% | 11 | | Nov 2025 | Virgin Media | 1.2M | 47.9% | 1 | | Nov 2025 | TalkTalk | 368K | 14.4% | 2 | | Nov 2025 | Sky | 165K | 6.5% | 3 | | Nov 2025 | BT | 135K | 5.3% | 4 | | Nov 2025 | EE | 135K | 5.3% | 5 | | Nov 2025 | Plusnet | 135K | 5.3% | 6 | | Nov 2025 | Community Fibre | 90.5K | 3.6% | 7 | | Nov 2025 | Hyperoptic | 90.5K | 3.6% | 8 | | Nov 2025 | Vodafone | 90.5K | 3.6% | 9 | | Nov 2025 | YouFibre | 90.5K | 3.6% | 10 | | Nov 2025 | Zen | 27.1K | 1.1% | 11 | | Dec 2025 | Virgin Media | 1.2M | 54.6% | 1 | | Dec 2025 | TalkTalk | 301K | 13.5% | 2 | | Dec 2025 | EE | 110K | 4.9% | 3 | | Dec 2025 | Plusnet | 110K | 4.9% | 4 | | Dec 2025 | Sky | 110K | 4.9% | 5 | | Dec 2025 | BT | 90.5K | 4.1% | 6 | | Dec 2025 | Community Fibre | 74K | 3.3% | 7 | | Dec 2025 | Hyperoptic | 74K | 3.3% | 8 | | Dec 2025 | Vodafone | 60.5K | 2.7% | 9 | | Dec 2025 | YouFibre | 60.5K | 2.7% | 10 | | Dec 2025 | Zen | 22.2K | 0.99% | 11 | | Jan 2026 | Virgin Media | 1.2M | 48.6% | 1 | | Jan 2026 | TalkTalk | 368K | 14.7% | 2 | | Jan 2026 | Plusnet | 165K | 6.6% | 3 | | Jan 2026 | EE | 135K | 5.4% | 4 | | Jan 2026 | Sky | 135K | 5.4% | 5 | | Jan 2026 | BT | 110K | 4.4% | 6 | | Jan 2026 | Hyperoptic | 110K | 4.4% | 7 | | Jan 2026 | Community Fibre | 90.5K | 3.6% | 8 | | Jan 2026 | Vodafone | 74K | 2.9% | 9 | | Jan 2026 | YouFibre | 74K | 2.9% | 10 | | Jan 2026 | Zen | 27.1K | 1.1% | 11 | | Feb 2026 | Virgin Media | 1.2M | 51.3% | 1 | | Feb 2026 | TalkTalk | 301K | 12.7% | 2 | | Feb 2026 | EE | 135K | 5.7% | 3 | | Feb 2026 | Plusnet | 135K | 5.7% | 4 | | Feb 2026 | Sky | 135K | 5.7% | 5 | | Feb 2026 | BT | 110K | 4.6% | 6 | | Feb 2026 | Community Fibre | 90.5K | 3.8% | 7 | | Feb 2026 | Hyperoptic | 90.5K | 3.8% | 8 | | Feb 2026 | Vodafone | 74K | 3.1% | 9 | | Feb 2026 | YouFibre | 60.5K | 2.5% | 10 | | Feb 2026 | Zen | 27.1K | 1.1% | 11 | | Mar 2026 | Virgin Media | 1.5M | 53.5% | 1 | | Mar 2026 | TalkTalk | 368K | 13.1% | 2 | | Mar 2026 | EE | 135K | 4.8% | 3 | | Mar 2026 | Plusnet | 135K | 4.8% | 4 | | Mar 2026 | Sky | 135K | 4.8% | 5 | | Mar 2026 | BT | 110K | 3.9% | 6 | | Mar 2026 | Hyperoptic | 110K | 3.9% | 7 | | Mar 2026 | Community Fibre | 90.5K | 3.2% | 8 | | Mar 2026 | Vodafone | 90.5K | 3.2% | 9 | | Mar 2026 | YouFibre | 90.5K | 3.2% | 10 | | Mar 2026 | Zen | 40.5K | 1.4% | 11 | | Apr 2026 | Virgin Media | 1.2M | 50.5% | 1 | | Apr 2026 | TalkTalk | 301K | 12.5% | 2 | | Apr 2026 | EE | 135K | 5.6% | 3 | | Apr 2026 | Plusnet | 135K | 5.6% | 4 | | Apr 2026 | Sky | 135K | 5.6% | 5 | | Apr 2026 | BT | 110K | 4.6% | 6 | | Apr 2026 | Community Fibre | 90.5K | 3.7% | 7 | | Apr 2026 | Hyperoptic | 90.5K | 3.7% | 8 | | Apr 2026 | YouFibre | 90.5K | 3.7% | 9 | | Apr 2026 | Vodafone | 74K | 3.1% | 10 | | Apr 2026 | Zen | 33.1K | 1.4% | 11 | | May 2026 | Virgin Media | 1.2M | 52.3% | 1 | | May 2026 | TalkTalk | 246K | 10.6% | 2 | | May 2026 | EE | 135K | 5.8% | 3 | | May 2026 | Plusnet | 135K | 5.8% | 4 | | May 2026 | BT | 110K | 4.7% | 5 | | May 2026 | Hyperoptic | 110K | 4.7% | 6 | | May 2026 | Sky | 110K | 4.7% | 7 | | May 2026 | Community Fibre | 90.5K | 3.9% | 8 | | May 2026 | Vodafone | 74K | 3.2% | 9 | | May 2026 | YouFibre | 74K | 3.2% | 10 | | May 2026 | Zen | 27.1K | 1.2% | 11 | | Jun 2026 | Virgin Media | 1.2M | 51.5% | 1 | | Jun 2026 | TalkTalk | 246K | 10.4% | 2 | | Jun 2026 | EE | 165K | 7% | 3 | | Jun 2026 | Plusnet | 135K | 5.7% | 4 | | Jun 2026 | BT | 110K | 4.6% | 5 | | Jun 2026 | Hyperoptic | 110K | 4.6% | 6 | | Jun 2026 | Sky | 110K | 4.6% | 7 | | Jun 2026 | Community Fibre | 90.5K | 3.8% | 8 | | Jun 2026 | Vodafone | 74K | 3.1% | 9 | | Jun 2026 | YouFibre | 74K | 3.1% | 10 | | Jun 2026 | Zen | 33.1K | 1.4% | 11 | | Jul 2026 | Virgin Media | 1.2M | 52.2% | 1 | | Jul 2026 | TalkTalk | 246K | 10.5% | 2 | | Jul 2026 | EE | 135K | 5.8% | 3 | | Jul 2026 | Plusnet | 135K | 5.8% | 4 | | Jul 2026 | BT | 110K | 4.7% | 5 | | Jul 2026 | Hyperoptic | 110K | 4.7% | 6 | | Jul 2026 | Sky | 110K | 4.7% | 7 | | Jul 2026 | Community Fibre | 90.5K | 3.9% | 8 | | Jul 2026 | Vodafone | 74K | 3.2% | 9 | | Jul 2026 | YouFibre | 74K | 3.2% | 10 | | Jul 2026 | Zen | 33.1K | 1.4% | 11 | | Aug 2026 | Virgin Media | 1.2M | 51.8% | 1 | | Aug 2026 | TalkTalk | 246K | 10.4% | 2 | | Aug 2026 | EE | 135K | 5.7% | 3 | | Aug 2026 | Sky | 135K | 5.7% | 4 | | Aug 2026 | BT | 110K | 4.7% | 5 | | Aug 2026 | Hyperoptic | 110K | 4.7% | 6 | | Aug 2026 | Plusnet | 110K | 4.7% | 7 | | Aug 2026 | Community Fibre | 90.5K | 3.8% | 8 | | Aug 2026 | Vodafone | 90.5K | 3.8% | 9 | | Aug 2026 | YouFibre | 74K | 3.1% | 10 | | Aug 2026 | Zen | 33.1K | 1.4% | 11 | | Sep 2026 | Virgin Media | 1.2M | 50.1% | 1 | | Sep 2026 | TalkTalk | 301K | 12.4% | 2 | | Sep 2026 | EE | 135K | 5.5% | 3 | | Sep 2026 | Hyperoptic | 135K | 5.5% | 4 | | Sep 2026 | Sky | 135K | 5.5% | 5 | | Sep 2026 | BT | 110K | 4.5% | 6 | | Sep 2026 | Plusnet | 110K | 4.5% | 7 | | Sep 2026 | Community Fibre | 90.5K | 3.7% | 8 | | Sep 2026 | Vodafone | 90.5K | 3.7% | 9 | | Sep 2026 | YouFibre | 74K | 3% | 10 | | Sep 2026 | Zen | 33.1K | 1.4% | 11 | ## What is being compared - **BT**: Measured on the search term “bt broadband”. - **Community Fibre**: Measured on the search term “community fibre”. - **EE**: Measured on the search term “ee broadband”. - **Hyperoptic**: Measured on the search term “hyperoptic”. - **Plusnet**: Measured on the search term “plusnet”. - **Sky**: Measured on the search term “sky broadband”. - **TalkTalk**: Measured on the search term “talktalk”. - **Virgin Media**: Measured on the search term “virgin media”. - **Vodafone**: Measured on the search term “vodafone broadband”. - **YouFibre**: Measured on the search term “youfibre”. - **Zen**: Measured on the search term “zen internet”. - [BT](/demand/uk/brands/bt-uk) - [Community Fibre](/demand/uk/brands/community-fibre) - [EE](/demand/uk/brands/ee-uk) - [Hyperoptic](/demand/uk/brands/hyperoptic) - [Plusnet](/demand/uk/brands/plusnet) - [Sky](/demand/uk/brands/sky-uk) - [TalkTalk](/demand/uk/brands/talktalk) - [Virgin Media](/demand/uk/brands/virgin-media) - [Vodafone](/demand/uk/brands/vodafone-uk) - [YouFibre](/demand/uk/brands/youfibre) - [Zen](/demand/uk/brands/zen-internet) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among broadband providers in the United Kingdom? In September 2026, Virgin Media was the most searched among broadband providers in the United Kingdom, with an estimated 1.2M branded searches, 50.1% of all searches for the 11 we track. ## Cite this page Brandwave. "Broadband providers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-broadband-providers This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-broadband-providers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.