Leading Energy & Utilities Brands in the UK: Q4 2024 Performance Overview

Introduction

In the dynamic landscape of the Energy & Utilities sector in the United Kingdom, several brands have emerged as frontrunners in Q4 2024. This article delves into the performance of Octopus Energy Group Limited, British Gas, and Hive (Centrica Hive Limited), highlighting their audience trends, app engagement, and advertising efforts. Sensor Tower's comprehensive data provides unique insights into these brands' cross-platform user behaviors.

Octopus Energy Group Limited

Octopus Energy is renowned for its innovative approach to renewable energy solutions. It has established a robust digital presence, with its website and the Octopus Energy app both contributing significantly to user engagement.

• Audience Trends: The website maintained a stable visitor count, with visits peaking at approximately 29.2M in September before stabilizing around 22M in December. The true audience averaged around 4.5M monthly, with a balanced mix of web and app users.

• App Engagement: The app saw a steady increase in monthly active users, reaching over 2.8M by December, indicating strong mobile engagement.

• Ad Spend & Channels: Octopus Energy significantly increased its monthly advertising spend, peaking at over $7M in November. Facebook was the dominant channel, delivering the highest impressions.

British Gas

British Gas, a household name in the UK, continues to leverage its website and the British Gas app effectively to engage users.

• Audience Trends: The website experienced a notable spike in September, with visits exceeding 36M, before settling around 23M by December. True audience numbers remained robust, with a notable web-only audience presence.

• App Engagement: Monthly active users on the app saw fluctuations, peaking at around 717K in October.

• Ad Spend & Channels: Monthly advertising spend varied, with a peak in October at approximately $1.8M. Facebook and YouTube were key channels for reaching audiences.

Hive (Centrica Hive Limited)

Hive, a leader in smart home solutions, continues to expand its reach through its digital ecosystem, comprising hivehome.com and the Hive app.

• Audience Trends: The website saw consistent growth, with visits peaking at around 3.9M in November. True audience figures rose significantly in Q4, averaging over 2M monthly.

• App Engagement: The app's monthly active user base grew steadily, reaching nearly 1.9M by December, reflecting strong user retention.

• Ad Spend & Channels: Hive ramped up its monthly advertising efforts in October, with a spend of over $770K, focusing on Instagram and Facebook for maximum impressions.

Conclusion

The Energy & Utilities sector in the UK is marked by dynamic digital engagements, with Octopus Energy, British Gas, and Hive leading the charge. Sensor Tower's unparalleled data insights into web, app, and advertising performance underscore the importance of a comprehensive digital strategy. As these brands continue to innovate, their cross-platform presence will be pivotal in shaping the future landscape of energy services.

For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics.