Leading Energy & Utilities Brands in GB: Q1 2025 Overview

Introduction

In the competitive landscape of the Energy & Utilities sector, brands such as Octopus Energy Group Limited, British Gas, and Hive (Centrica Hive Limited) have emerged as frontrunners in Q1 2025. This article delves into their performance, utilizing comprehensive data from Sensor Tower to highlight key trends in monthly deduplicated audience numbers across websites and apps.

Octopus Energy Group Limited

Octopus Energy, accessible via octopus.energy and the Octopus Energy app, has shown remarkable growth.

• Audience Trends: From Q4 2024 to Q1 2025, the monthly deduplicated audience consistently exceeded 4.3M, peaking at nearly 4.9M in February 2025. The website maintained over 2.9M unique visits monthly, with a noticeable spike in January 2025.

• App Engagement: The app's monthly active users steadily increased, reaching around 1.38M by March 2025.

• Ad Spend & Channels: Monthly advertising expenditure saw a significant decline from over $7M in October 2024 to about $3M by March 2025. Facebook dominated the advertising channels, delivering the majority of impressions.

British Gas

British Gas operates through britishgas.co.uk and the British Gas app.

• Audience Trends: The website experienced fluctuations, with unique visits peaking at over 3.1M in October 2024, stabilizing around 2M by March 2025. The monthly deduplicated audience remained stable above 2.2M throughout Q1 2025.

• App Engagement: Monthly active users on the app slightly decreased from 263K in October 2024 to 228K in March 2025.

• Ad Spend & Channels: Monthly ad spend was relatively stable, averaging just over $1M, with Facebook and YouTube being key channels for impressions.

Hive (Centrica Hive Limited)

Hive's presence is marked by hivehome.com and the Hive app.

• Audience Trends: The monthly deduplicated audience showed a gradual rise, surpassing 2.2M by March 2025. The website experienced a dip in visits in February 2025 but regained momentum by March.

• App Engagement: Monthly active users on the Hive app peaked at over 700K in January 2025 before a slight decline to around 678K in March.

• Ad Spend & Channels: While monthly ad spend varied, it was highest in March 2025 at over $400K, with Instagram being a prominent channel for impressions.

Conclusion

In Q1 2025, Octopus Energy, British Gas, and Hive demonstrated distinct trends in audience engagement and advertising strategies. Sensor Tower's comprehensive data across web, app, and advertising channels offers critical insights into these dynamics, highlighting the ever-evolving landscape of the Energy & Utilities sector. Sensor Tower remains unparalleled in providing this depth of cross-platform data, essential for understanding user behavior and market trends.