Leading Brands in the UK Energy & Utilities Sector: Q1 2025 Analysis

The Energy & Utilities sector in the United Kingdom has witnessed significant digital engagement in Q1 2025. This article delves into the performance of three leading brands: Octopus Energy Group Limited, British Gas, and Hive (Centrica Hive Limited). Utilizing Sensor Tower's comprehensive data, we explore the trends and insights from Q4 2024 to Q1 2025.

Octopus Energy Group Limited

Octopus Energy has made a notable impact in the digital space, with its website octopus.energy and the Octopus Energy app.

• Audience Trends: The website experienced an upward trend in visits, peaking in January 2025 with over 27M visits. The monthly true audience remained consistently above 4.5M, with a mix of web and app users contributing to this figure.

• App Engagement: The app saw a steady increase in monthly active users, reaching over 3.1M by March 2025, highlighting a growing preference for mobile engagement.

• Ad Spend & Channels: Octopus Energy's monthly advertising expenditure saw a significant reduction from over $7M in October 2024 to approximately $3M by March 2025. Facebook and Instagram were key channels, delivering substantial impressions.

British Gas

British Gas maintains a strong presence with its website britishgas.co.uk and the British Gas app.

• Audience Trends: The website's visits remained robust, with a peak in November 2024 at over 28M visits. The monthly true audience fluctuated, with web users dominating the figures.

• App Engagement: The app experienced a decline in monthly active users, dropping to around 550K by March 2025, indicating a shift in user engagement patterns.

• Ad Spend & Channels: Monthly advertising spend showed volatility, with a dip in early 2025 and a recovery in March 2025 to over $1.3M. Facebook and YouTube were prominent channels for ad impressions.

Hive (Centrica Hive Limited)

Hive's digital ecosystem includes the website hivehome.com and the Hive app.

• Audience Trends: The website's visits saw a decline in Q1 2025, ending March with about 2.3M visits. The monthly true audience remained stable, with app users contributing significantly.

• App Engagement: The app maintained a steady growth in monthly active users, surpassing 2.1M by March 2025, reflecting strong user retention.

• Ad Spend & Channels: Hive's monthly ad spend was relatively low, with a spike in March 2025 to over $420K. Facebook and Instagram were the primary channels, achieving notable impressions.

Conclusion

The Energy & Utilities sector in the UK has shown diverse digital engagement trends across leading brands. Octopus Energy, British Gas, and Hive each display unique patterns in web and app usage, advertising strategies, and audience interaction. Sensor Tower's unparalleled data offerings provide critical insights into these dynamics, enabling a comprehensive understanding of cross-platform user behavior.

For more detailed insights, visit our Web Insights, App Performance Insights, and Pathmatics products.