BT vs EE:Which is more popular?
In September 2026, EE had more branded searches than BT among broadband providers in the United Kingdom. EE had about 135,000 branded searches, while BT had 110,000. EE made up 5.5% of all broadband provider searches we track, and BT accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about broadband providers, EE appeared in all five answers and BT in two. EE was mentioned before BT in four out of five answers.
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Top broadband providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, EE appeared in all five answers. BT was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. EE was listed before BT in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Zen1st
EE2nd
Vodafone3rd
Plusnet4th
Virgin Media5th
Hyperoptic6th
Community Fibre7th
YouFibre8th
BT9th
TalkTalk10th- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- EE5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Zen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Plusnet4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Vodafone4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Virgin Media3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hyperoptic3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- TalkTalk2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- BT2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Community Fibre2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Sky1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about broadband providers
5 answers
Asked ChatGPT
“Which broadband provider should I switch to in the UK?”
Asked ChatGPT
“What are the best broadband providers in the UK?”
Asked ChatGPT
“What's the best full fibre broadband provider in the UK for working from home?”
Searched Google, AI Overview
“broadband deals”
Searched Google, AI Overview
“best broadband provider”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is BT or EE more popular in search?
This chart shows how often people search Google for BT and EE by name. Each line represents a brand's share of searches for all 11 broadband providers we track, month by month, from searches in United Kingdom.
Share of searches by month for EE, BT. The figures are in the table below the chart.
View monthly share of searches table
| Month | Virgin Media | TalkTalk | EE | Hyperoptic | Sky | BT | Plusnet | Community Fibre | Vodafone | YouFibre | Zen |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 50.2% | 12.3% | 5.5% | 3.7% | 5.5% | 4.5% | 4.5% | 3.7% | 6.7% | 2.5% | 0.91% |
| Nov 2025 | 47.9% | 14.4% | 5.3% | 3.6% | 6.5% | 5.3% | 5.3% | 3.6% | 3.6% | 3.6% | 1.1% |
| Dec 2025 | 54.6% | 13.5% | 4.9% | 3.3% | 4.9% | 4.1% | 4.9% | 3.3% | 2.7% | 2.7% | 0.99% |
| Jan 2026 | 48.6% | 14.7% | 5.4% | 4.4% | 5.4% | 4.4% | 6.6% | 3.6% | 2.9% | 2.9% | 1.1% |
| Feb 2026 | 51.3% | 12.7% | 5.7% | 3.8% | 5.7% | 4.6% | 5.7% | 3.8% | 3.1% | 2.5% | 1.1% |
| Mar 2026 | 53.5% | 13.1% | 4.8% | 3.9% | 4.8% | 3.9% | 4.8% | 3.2% | 3.2% | 3.2% | 1.4% |
| Apr 2026 | 50.5% | 12.5% | 5.6% | 3.7% | 5.6% | 4.6% | 5.6% | 3.7% | 3.1% | 3.7% | 1.4% |
| May 2026 | 52.3% | 10.6% | 5.8% | 4.7% | 4.7% | 4.7% | 5.8% | 3.9% | 3.2% | 3.2% | 1.2% |
| Jun 2026 | 51.5% | 10.4% | 7% | 4.6% | 4.6% | 4.6% | 5.7% | 3.8% | 3.1% | 3.1% | 1.4% |
| Jul 2026 | 52.2% | 10.5% | 5.8% | 4.7% | 4.7% | 4.7% | 5.8% | 3.9% | 3.2% | 3.2% | 1.4% |
| Aug 2026 | 51.8% | 10.4% | 5.7% | 4.7% | 5.7% | 4.7% | 4.7% | 3.8% | 3.8% | 3.1% | 1.4% |
| Sep 2026 | 50.1% | 12.4% | 5.5% | 5.5% | 5.5% | 4.5% | 4.5% | 3.7% | 3.7% | 3% | 1.4% |
How has the BT and EE comparison changed over the last 12 months?
3 findings
- EE was ahead of BT in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, BT’s share of searches among broadband providers in the United Kingdom held steady at 4.5%, and its estimated monthly branded searches moved from 135K to 110K.
- Across the 12 months ending September 2026, EE’s share of searches among broadband providers in the United Kingdom held steady at 5.5%, and its estimated monthly branded searches moved from 165K to 135K.
How did search popularity change for United Kingdom broadband providers in September 2026?
3 changes
In September 2026, Hyperoptic overtook Sky and BT to rank 4th among broadband providers in the United Kingdom, with 5.5% of the searches.
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 BT in the United Kingdom fell 18.5% over 12 measured months, from 135K to 110K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using BT’s and EE’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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