Leading Brands in GB's Telecom Category: Q1 2025 Analysis

Introduction

The Telecom sector in Great Britain continues to thrive, with leading brands like Sky TV, BT, and Vodafone dominating the landscape. This analysis explores their performance from Q4 2024 to Q1 2025, focusing on monthly deduplicated audiences across websites and apps. Sensor Tower's comprehensive data sheds light on these trends, offering unparalleled insights into user behavior and advertising strategies.

Sky TV

Sky TV's digital presence includes nowtv.com and skysports.com, along with the NOW and Sky Sports apps.

• Audience Trends:

  • nowtv.com saw visits rise from 40M in October to over 65M by March, with a stable monthly deduplicated audience above 3.4M.

  • skysports.com maintained a robust presence with 30M unique visits in March, consistently boasting a monthly deduplicated audience above 30M.

• App Engagement:

  • The NOW app's monthly active user base hovered around 500K.

  • The Sky Sports app saw a slight increase from 430K to over 450K monthly active users by March.

• Ad Spend & Channels:

  • Sky TV's monthly advertising expenditure peaked in December at approximately $8M, with significant impressions on platforms like Facebook and Instagram.

BT

BT's digital ecosystem features bt.com and the TNT Sports: News & Results app.

• Audience Trends:

  • bt.com saw visits ranging from 72M to 81M throughout the period, with a stable monthly deduplicated audience above 3.2M.

• App Engagement:

  • The TNT Sports app's monthly active users remained around 80K, with minor fluctuations.

• Ad Spend & Channels:

  • BT's monthly advertising expenditure showed a moderate increase, reaching over $540K in March, primarily on Facebook and Instagram.

Vodafone

Vodafone's offerings include vodafone.com and the Vi: Recharge, Payments & Games app.

• Audience Trends:

  • vodafone.com visits increased steadily, reaching nearly 19M by March, with a monthly deduplicated audience consistently surpassing 2.9M.

• App Engagement:

  • The Vi app maintained a monthly active user base close to 1.2M throughout the period.

• Ad Spend & Channels:

  • Vodafone's monthly advertising expenditure was substantial, peaking at about $9.8M in October, with extensive reach on Instagram and YouTube.

Conclusion

Sky TV, BT, and Vodafone continue to lead the Telecom category in Great Britain, with each brand leveraging both web and app platforms effectively. Sensor Tower's data provides critical insights into their strategies, highlighting the importance of cross-platform analysis for understanding audience behavior and optimizing advertising efforts.

By offering a consolidated view of these metrics, Sensor Tower empowers decision-makers to make informed strategic choices, enhancing their competitive edge in a dynamic market. For more detailed insights, explore our products and services.