--- title: "TV providers in the United Kingdom: Which are searched most?" description: "Compare the pay TV and streaming TV providers people in the UK subscribe to. Share of Search among NOW, Sky, Freeview, Freely, EE, Virgin Media and BT, the TV 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-tv-providers" publisher: "Brandwave" --- # TV providers in the United Kingdom: Which are searched most? Compare the pay TV and streaming TV providers people in the UK subscribe to. Share of Search among NOW, Sky, Freeview, Freely, EE, Virgin Media and BT, the TV 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**: TV providers - **Market**: United Kingdom - **Brands compared**: 7 - **Month measured**: Sep 2026 - **Highest Share of Search**: NOW, 62.2% ## Which brand is most popular in search among TV providers in the United Kingdom? - In September 2026, NOW was the most searched among TV providers in the United Kingdom, with an estimated 550K branded searches, 62.2% of all searches for the seven we track. - Sky is in 2nd place, 45.2 percentage points behind at 17.1%. - Across the 12 months ending September 2026, NOW’s share of searches among TV providers in the United Kingdom increased from 53.2% to 62.2%. - 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, Freeview’s share of searches among TV providers in the United Kingdom increased from 10.6% to 12.4%. - Across the 12 months ending September 2026, Freely’s share of searches among TV providers in the United Kingdom decreased from 7.2% to 3.1%. - Across the 12 months ending September 2026, Virgin Media’s share of searches among TV providers in the United Kingdom decreased from 6.7% to 1.9%. - Across the 12 months ending September 2026, NOW’s share of searches among TV providers in the United Kingdom peaked at 67.2% in August 2026 and was lowest at 53.2% in October 2025. - 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. - Across the 12 months ending September 2026, Freeview’s share of searches among TV providers in the United Kingdom peaked at 13.6% in June 2026 and was lowest at 9% in August 2026. - Across the 12 months ending September 2026, Freely’s share of searches among TV providers in the United Kingdom peaked at 8.2% in December 2025 and was lowest at 2.6% in April 2026. - Across the 12 months ending September 2026, Virgin Media’s share of searches among TV providers in the United Kingdom peaked at 6.7% in October 2025 and was lowest at 1.7% in January 2026. - Across the 12 months ending September 2026, EE rose from 6th to 5th among TV providers in the United Kingdom. - Across the 12 months ending September 2026, Virgin Media fell from 5th to 6th among TV providers in the United Kingdom. - Across the 12 months ending September 2026, BT held steady: its share of searches among TV providers in the United Kingdom moved less than 0.5 percentage points. ## Top TV providers in ChatGPT and Google AI Overviews In Brandwave's three ChatGPT questions and two Google AI Overviews, NOW, Sky, EE and Virgin Media appeared every time. Sky was recommended most often, coming first in four out of five answers. Virgin Media was second, and EE 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 | | --- | --- | --- | --- | --- | | Sky | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Virgin Media | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | EE | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | NOW | 4th | 3 of 3 | 2 of 2 | 5 of 5 | | BT | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Freely | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Freeview | 7th | 1 of 3 | 1 of 2 | 2 of 5 | ## Every AI answer about TV providers - Asked ChatGPT "Which TV provider should I choose in the UK?": 1. Sky, 2. NOW, 3. Freely, 4. Virgin Media, 5. EE, 6. BT - Asked ChatGPT "What are the best TV providers in the UK?": 1. Sky, 2. Virgin Media, 3. EE, 4. NOW, 5. Freely, 6. Freeview, 7. BT - Asked ChatGPT "What's the best value TV and broadband package in the UK?": 1. Virgin Media, 2. EE, 3. Sky, 4. NOW - Searched Google, AI Overview "tv packages": 1. Sky, 2. Virgin Media, 3. EE, 4. BT, 5. Freeview, 6. NOW - Searched Google, AI Overview "broadband and tv": 1. Sky, 2. Virgin Media, 3. EE, 4. BT, 5. NOW 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 - [NOW vs Sky: compare search popularity](/demand/uk/compare/now-tv-vs-sky-uk): 62.2% against 17.1% Share of Search. - [NOW vs Freeview: compare search popularity](/demand/uk/compare/freeview-vs-now-tv): 62.2% against 12.4% Share of Search. - [NOW vs Freely: compare search popularity](/demand/uk/compare/freely-vs-now-tv): 62.2% against 3.1% Share of Search. - [NOW vs EE: compare search popularity](/demand/uk/compare/ee-uk-vs-now-tv): 62.2% against 2.5% Share of Search. - [Sky vs Freeview: compare search popularity](/demand/uk/compare/freeview-vs-sky-uk): 17.1% against 12.4% Share of Search. - [Sky vs Freely: compare search popularity](/demand/uk/compare/freely-vs-sky-uk): 17.1% against 3.1% Share of Search. - [Sky vs EE: compare search popularity](/demand/uk/compare/ee-uk-vs-sky-uk): 17.1% against 2.5% Share of Search. - [Freeview vs Freely: compare search popularity](/demand/uk/compare/freely-vs-freeview): 12.4% against 3.1% Share of Search. - [Freeview vs EE: compare search popularity](/demand/uk/compare/ee-uk-vs-freeview): 12.4% against 2.5% Share of Search. - [Freely vs EE: compare search popularity](/demand/uk/compare/ee-uk-vs-freely): 3.1% against 2.5% Share of Search. ## 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. - Estimated monthly branded searches for EE in the United Kingdom fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | NOW | 62.2% | 550K | -18.3% | NOW | | 2 | Sky | 17.1% | 151K | -3.8% | Sky | | 3 | Freeview | 12.4% | 110K | +21.5% | Freeview | | 4 | Freely | 3.1% | 27.1K | -18.1% | Freely | | 5 | EE | 2.5% | 22.2K | 0.0% | BT Group | | 6 | Virgin Media | 1.9% | 17.1K | -11.4% | Virgin Media O2 | | 7 | BT | 0.75% | 6.6K | 0.0% | BT Group | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | NOW | 550K | 53.2% | 1 | | Oct 2025 | Sky | 193K | 18.7% | 2 | | Oct 2025 | Freeview | 110K | 10.6% | 3 | | Oct 2025 | Freely | 74K | 7.2% | 4 | | Oct 2025 | Virgin Media | 69.5K | 6.7% | 5 | | Oct 2025 | EE | 27.1K | 2.6% | 6 | | Oct 2025 | BT | 9.9K | 0.96% | 7 | | Nov 2025 | NOW | 673K | 57.6% | 1 | | Nov 2025 | Sky | 193K | 16.5% | 2 | | Nov 2025 | Freeview | 135K | 11.6% | 3 | | Nov 2025 | Freely | 74K | 6.3% | 4 | | Nov 2025 | Virgin Media | 56.8K | 4.9% | 5 | | Nov 2025 | EE | 27.1K | 2.3% | 6 | | Nov 2025 | BT | 9.9K | 0.85% | 7 | | Dec 2025 | NOW | 673K | 60.8% | 1 | | Dec 2025 | Sky | 149K | 13.5% | 2 | | Dec 2025 | Freeview | 135K | 12.2% | 3 | | Dec 2025 | Freely | 90.5K | 8.2% | 4 | | Dec 2025 | Virgin Media | 28.2K | 2.5% | 5 | | Dec 2025 | EE | 22.2K | 2% | 6 | | Dec 2025 | BT | 8.1K | 0.73% | 7 | | Jan 2026 | NOW | 673K | 62.9% | 1 | | Jan 2026 | Sky | 173K | 16.1% | 2 | | Jan 2026 | Freeview | 135K | 12.6% | 3 | | Jan 2026 | Freely | 40.5K | 3.8% | 4 | | Jan 2026 | EE | 22.2K | 2.1% | 5 | | Jan 2026 | Virgin Media | 18.6K | 1.7% | 6 | | Jan 2026 | BT | 8.1K | 0.76% | 7 | | Feb 2026 | NOW | 673K | 64.4% | 1 | | Feb 2026 | Sky | 165K | 15.8% | 2 | | Feb 2026 | Freeview | 110K | 10.5% | 3 | | Feb 2026 | Virgin Media | 33.6K | 3.2% | 4 | | Feb 2026 | Freely | 33.1K | 3.2% | 5 | | Feb 2026 | EE | 22.2K | 2.1% | 6 | | Feb 2026 | BT | 8.1K | 0.77% | 7 | | Mar 2026 | NOW | 673K | 64.6% | 1 | | Mar 2026 | Sky | 170K | 16.3% | 2 | | Mar 2026 | Freeview | 110K | 10.6% | 3 | | Mar 2026 | EE | 27.1K | 2.6% | 4 | | Mar 2026 | Freely | 27.1K | 2.6% | 5 | | Mar 2026 | Virgin Media | 26.1K | 2.5% | 6 | | Mar 2026 | BT | 8.1K | 0.78% | 7 | | Apr 2026 | NOW | 673K | 64.3% | 1 | | Apr 2026 | Sky | 164K | 15.7% | 2 | | Apr 2026 | Freeview | 135K | 12.9% | 3 | | Apr 2026 | Freely | 27.1K | 2.6% | 4 | | Apr 2026 | EE | 22.2K | 2.1% | 5 | | Apr 2026 | Virgin Media | 18.6K | 1.8% | 6 | | Apr 2026 | BT | 6.6K | 0.63% | 7 | | May 2026 | NOW | 673K | 63.9% | 1 | | May 2026 | Sky | 151K | 14.3% | 2 | | May 2026 | Freeview | 110K | 10.5% | 3 | | May 2026 | Freely | 60.5K | 5.7% | 4 | | May 2026 | Virgin Media | 29.5K | 2.8% | 5 | | May 2026 | EE | 22.2K | 2.1% | 6 | | May 2026 | BT | 6.6K | 0.63% | 7 | | Jun 2026 | NOW | 450K | 55.8% | 1 | | Jun 2026 | Sky | 146K | 18.1% | 2 | | Jun 2026 | Freeview | 110K | 13.6% | 3 | | Jun 2026 | Freely | 60.5K | 7.5% | 4 | | Jun 2026 | EE | 18.1K | 2.2% | 5 | | Jun 2026 | Virgin Media | 15.7K | 1.9% | 6 | | Jun 2026 | BT | 6.6K | 0.82% | 7 | | Jul 2026 | NOW | 550K | 63.9% | 1 | | Jul 2026 | Sky | 128K | 14.9% | 2 | | Jul 2026 | Freeview | 110K | 12.8% | 3 | | Jul 2026 | Freely | 33.1K | 3.8% | 4 | | Jul 2026 | EE | 18.1K | 2.1% | 5 | | Jul 2026 | Virgin Media | 16.4K | 1.9% | 6 | | Jul 2026 | BT | 5.4K | 0.63% | 7 | | Aug 2026 | NOW | 673K | 67.2% | 1 | | Aug 2026 | Sky | 157K | 15.6% | 2 | | Aug 2026 | Freeview | 90.5K | 9% | 3 | | Aug 2026 | Freely | 33.1K | 3.3% | 4 | | Aug 2026 | EE | 22.2K | 2.2% | 5 | | Aug 2026 | Virgin Media | 19.3K | 1.9% | 6 | | Aug 2026 | BT | 6.6K | 0.66% | 7 | | Sep 2026 | NOW | 550K | 62.2% | 1 | | Sep 2026 | Sky | 151K | 17.1% | 2 | | Sep 2026 | Freeview | 110K | 12.4% | 3 | | Sep 2026 | Freely | 27.1K | 3.1% | 4 | | Sep 2026 | EE | 22.2K | 2.5% | 5 | | Sep 2026 | Virgin Media | 17.1K | 1.9% | 6 | | Sep 2026 | BT | 6.6K | 0.75% | 7 | ## What is being compared - **BT**: Measured on the search term “bt tv”. - **EE**: Measured on the search term “ee tv”. - **Freely**: Measured on the search term “freely tv”. - **Freeview**: Measured on the search term “freeview”. - **NOW**: Measured on the search term “now tv”. - **Sky**: Measured on the search terms “sky glass”, “sky tv” and “sky tv packages”, summed into one figure. - **Virgin Media**: Measured on the search terms “virgin media tv”, “virgin media tv packages” and “virgin tv”, summed into one figure. - [BT](/demand/uk/brands/bt-uk) - [EE](/demand/uk/brands/ee-uk) - [Freely](/demand/uk/brands/freely) - [Freeview](/demand/uk/brands/freeview) - [NOW](/demand/uk/brands/now-tv) - [Sky](/demand/uk/brands/sky-uk) - [Virgin Media](/demand/uk/brands/virgin-media) ## 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 TV providers in the United Kingdom? In September 2026, NOW was the most searched among TV providers in the United Kingdom, with an estimated 550K branded searches, 62.2% of all searches for the seven we track. ## Cite this page Brandwave. "TV providers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-tv-providers This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-tv-providers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.