Leading Telecom Brands in the UK: Q1 2025 Insights

Introduction

The UK telecom sector is vibrant and competitive, with major players like Sky TV, Sky, and BT leading the charge. In Q1 2025, these brands continued to dominate the digital landscape, leveraging their websites and apps to engage millions of users. Sensor Tower's comprehensive data provides a unique look into these brands' performance across web, app, and advertising channels, offering valuable insights into their strategies and audience engagement.

Sky TV

Sky TV's digital presence is robust, with its website nowtv.com and apps NOW and Sky Sports playing pivotal roles.

• Audience Trends: From Q4 2024 to Q1 2025, nowtv.com saw a significant increase in visits, peaking at 67M in March 2025. Monthly unique visits remained stable above 2M, with a notable spike in March. The monthly true audience consistently exceeded 3.5M.

• App Engagement: The NOW app maintained a stable monthly active user base, with users hovering around 1.6M. The Sky Sports app experienced a surge in March, reaching nearly 1.8M monthly active users.

• Ad Spend & Channels: Sky TV's monthly ad spend fluctuated, peaking over $8M in December 2024. Facebook and Instagram were key channels, delivering millions of impressions each month.

Sky

Sky's comprehensive digital ecosystem includes its website sky.com and the Sky Go app.

• Audience Trends: Sky.com maintained strong performance, with visits consistently around 200M monthly. Unique visits peaked in March at over 24M. The monthly true audience remained above 21M throughout the period.

• App Engagement: Sky Go's monthly active users showed stability, with numbers around 2.1M in March 2025, indicating steady engagement.

• Ad Spend & Channels: Sky's advertising strategy was robust, with monthly spends exceeding $10M. Instagram and Facebook were primary channels, contributing significantly to their digital reach.

BT

BT's digital presence is anchored by its website bt.com and the TNT Sports: News & Results app.

• Audience Trends: BT.com saw consistent visits, averaging around 75M monthly. Unique visits remained stable, with a slight dip in February 2025. The monthly true audience hovered around 3M.

• App Engagement: The TNT Sports app had variable engagement, peaking in November 2024 with over 250K monthly active users.

• Ad Spend & Channels: BT's ad spend was more conservative, with peaks around $400K in January 2025. Facebook and Instagram were key platforms, delivering millions of impressions.

Conclusion

Sky TV, Sky, and BT continue to lead the UK's telecom sector, each with unique strategies that leverage both web and app platforms. Sensor Tower's data highlights how these brands engage audiences and allocate advertising resources across channels. The insights provided by Sensor Tower are invaluable for understanding cross-platform user behavior, offering a detailed view into the evolving telecom landscape. With Sensor Tower's analytics, decision-makers gain a strategic edge in navigating this competitive market.

For more information on how Sensor Tower can enhance your understanding of digital trends, visit our website.