Leading Energy & Utilities Brands in the UK: Q4 2023 Analysis

Introduction

In the competitive landscape of the UK's Energy & Utilities sector, several brands have emerged as leaders in Q4 2023. This article delves into the performance of three prominent players: Octopus Energy Group Limited, British Gas, and Electricite de France (EDF). Using data provided by Sensor Tower, we explore their digital presence across websites and apps, audience trends, and advertising strategies.

Octopus Energy Group Limited

Octopus Energy is a trailblazer in the renewable energy space, known for its customer-centric approach and innovative solutions. Its digital presence is significant, with the website octopus.energy and the Octopus Energy app.

• Audience Trends: Throughout Q4 2023, the website maintained a stable monthly audience, with visits ranging from 25M to 28M. True monthly audience numbers hovered above 4.2M, showing a slight decrease towards December.

• App Engagement: The app experienced a steady rise in monthly active users, starting from approximately 1.6M in October and reaching nearly 2M by December, indicating increased mobile engagement.

• Ad Spend & Channels: Octopus Energy's monthly advertising spend increased from around $50K in October to over $160K in December, with Facebook being the dominant channel, generating the most impressions.

British Gas

British Gas, a stalwart in the UK energy market, is renowned for its extensive service offerings and customer loyalty. It boasts a robust digital footprint with its website britishgas.co.uk and British Gas app.

• Audience Trends: The website saw a peak in monthly visits in November at over 24M, with true monthly audience numbers around 3M in October, slightly decreasing by December.

• App Engagement: The app experienced a decline in monthly active users from 1.1M in October to about 870K in December, suggesting a shift in user preference towards the web.

• Ad Spend & Channels: British Gas significantly increased its monthly ad spend, peaking at over $2M in November, with the majority of impressions coming from Facebook and YouTube channels.

Electricite de France (EDF)

EDF is a key player in the energy sector, known for its commitment to sustainability and innovation. Its digital offerings include the website edfenergy.com and the EDF UK app.

• Audience Trends: EDF's website visits started strong at over 16M monthly in October but saw a drop to around 9M by December. The true monthly audience also declined from 1.7M to about 1.4M.

• App Engagement: App monthly active users were stable, maintaining around 500K throughout the quarter, reflecting consistent mobile engagement.

• Ad Spend & Channels: EDF's monthly advertising expenditure decreased significantly from October to December, with YouTube being the primary channel for impressions.

Conclusion

In Q4 2023, the UK's Energy & Utilities sector showcased diverse digital strategies among leading brands. Octopus Energy, British Gas, and EDF each demonstrated unique trends in web and app engagement and advertising. Sensor Tower's comprehensive data insights, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled understanding of these dynamics, essential for navigating this competitive landscape.

By leveraging Sensor Tower's analytics, decision-makers can gain a strategic edge, optimizing their digital strategies to stay ahead in the ever-evolving energy market.