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UK Media & Entertainment Digital Media - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Digital Media category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Media & Entertainment Digital Media brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
instagram.com	11.64
amazon.co.uk	8.05
snapchat.com	7.76
viagogo.co.uk	6.74
jacquielawson.com	6.4
liveunlimitedlondon.com	6.03
audible.co.uk	4.05
vimeo.com	3.26
funkypigeon.com	2.88
spotify.com	2.48
others	40.71

Instagram leads with 11.64% click share, followed by Amazon at 8.05%. Snapchat captures 7.76%, while ‘others’ dominate with 40.71%.

Market Exposure

Share of Spend for the top 10 UK Media & Entertainment Digital Media brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	jacquielawson.com	top10bestdatingsites.co.uk	top5-datingsites.co.uk	amazon.co.uk	viagogo.co.uk	wayfair.co.uk	liveunlimitedlondon.com	snapchat.com	gaia.com	wallism.com
2025/01/01	0.93%	2.55%	2.91%	10.74%	4.45%	1.21%	1.72%	7.81%	2.89%	0.95%
2025/01/02	0.73%	2.78%	3.02%	9.85%	3.66%	1.83%	1.83%	6.48%	2.06%	2.73%
2025/01/03	0.9%	2.12%	2.32%	14.07%	1.85%	3.19%	1.93%	6.1%	2.31%	1.58%
2025/01/04	1.08%	0.46%	0.66%	13.48%	2.5%	2.63%	2.47%	4.83%	3.28%	2.89%
2025/01/05	1.11%	0.8%	0.06%	13.9%	2.3%	3.56%	3.24%	9.96%	3.59%	1.9%
2025/01/06	1.22%	0.33%	0.44%	9.18%	6.19%	2.22%	3.07%	10.69%	4.86%	5.68%
2025/01/07	0.97%	1.11%	0.89%	10.09%	1.66%	2.92%	2.09%	8.8%	2.6%	9.88%
2025/01/08	1.01%	1.89%	2.2%	8.51%	2.06%	2.36%	2.27%	4.48%	3.01%	9.37%
2025/01/09	1.03%	2.54%	3.22%	6.24%	1.76%	1.56%	2.2%	0%	2.57%	2.65%
2025/01/10	0.83%	2.68%	2.75%	11.9%	4.27%	2.29%	2.31%	1.77%	2.99%	1.54%
2025/01/11	3.89%	0.12%	0.08%	26.87%	2.49%	3.49%	2.75%	0%	2.76%	1.66%
2025/01/12	2.89%	0.07%	0.02%	20.86%	6.17%	1.45%	2.39%	5.84%	2.87%	1.51%
2025/01/13	4.71%	0.11%	0.1%	9.9%	7.47%	1.75%	2.62%	0.4%	4.52%	1.06%
2025/01/14	2.43%	5.04%	4.74%	4.34%	1.98%	1.59%	1.33%	3.38%	2.15%	1%
2025/01/15	3.19%	3.3%	5.21%	4.77%	2.1%	1.47%	2.44%	2.24%	3.06%	1.66%
2025/01/16	3.49%	2.55%	3.17%	6.28%	1.83%	1.63%	2.29%	0%	2.67%	2.76%
2025/01/21	5.71%	6.06%	6.18%	3.41%	3.16%	0.47%	2.39%	0.46%	3.43%	0%
2025/01/22	4.27%	5.02%	6.22%	8.77%	2.71%	0.31%	2.26%	3.03%	4.51%	0.01%
2025/01/23	3.29%	3.63%	4.66%	11.61%	2.69%	2.87%	0.87%	3.05%	3.65%	0%
2025/01/24	4.06%	2.92%	4.45%	3.93%	6.27%	2.3%	0.09%	2.91%	3.42%	0%
2025/01/25	4.35%	2.65%	2.77%	3.29%	2.74%	1.76%	2.64%	0.17%	4.83%	4.45%
2025/01/26	4.55%	1.3%	1.28%	5.96%	3.18%	2.78%	2.95%	4.37%	5.56%	0%
2025/01/27	7.44%	0.81%	1.42%	8.05%	3.6%	2.19%	2.82%	0.65%	3.81%	0.83%
2025/01/28	6.27%	0.55%	1.08%	6.56%	2.95%	2.31%	4.26%	0%	0.82%	0%
2025/01/29	6.27%	1.58%	1.57%	5.18%	2.96%	3.26%	3.26%	0.18%	0.35%	0.01%
2025/01/30	4.82%	5.05%	5.65%	3.36%	2.18%	2.84%	1.59%	0.07%	0.23%	0.01%
2025/01/31	4.69%	4.22%	3.68%	3.29%	2.32%	2.14%	1.71%	0.01%	0%	0%

January saw dynamic shifts in PPC spend share. Amazon.co.uk led with peaks on January 11th, while jacquielawson.com surged mid-month. Snapchat.com fluctuated, ending low. Overall, diverse trends marked the month’s conclusion.

Market Exposure

Competitor Count for UK Media & Entertainment Digital Media

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	706
2025/01/02	705
2025/01/03	731
2025/01/04	662
2025/01/05	684
2025/01/06	698
2025/01/07	772
2025/01/08	729
2025/01/09	791
2025/01/10	758
2025/01/11	715
2025/01/12	694
2025/01/13	681
2025/01/14	742
2025/01/15	714
2025/01/16	791
2025/01/21	761
2025/01/22	675
2025/01/23	745
2025/01/24	744
2025/01/25	752
2025/01/26	709
2025/01/27	721
2025/01/28	726
2025/01/29	758
2025/01/30	822
2025/01/31	816

January saw fluctuating advertiser numbers, peaking at 822 on the 30th. The month concluded with 816 distinct advertisers, indicating a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Media & Entertainment Digital Media

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
jacquielawson.com	8.86%
viagogo.co.uk	3.69%
vimeo.com	2.27%
funkypigeon.com	1.65%
smallbee.co.uk	1.06%
amazon.co.uk	-2%
wallism.com	-2.7%
omaze.co.uk	-2.83%
snapchat.com	-4.81%
instagram.com	-13.41%

In the past month, jacquielawson.com surged by 8.86%, while instagram.com plummeted by 13.41%. Viagogo.co.uk rose 3.69%, contrasting with snapchat.com’s 4.81% decline.

Campaign Efficiency

UK Media & Entertainment Digital Media Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	instagram.com	smallbee.co.uk	wayfair.co.uk	amazon.co.uk	ebay.co.uk	furniture123.co.uk	liveunlimitedlondon.com	viagogo.co.uk	snapchat.com	wallism.com
2025/01/01	0%	1.72%	2.6%	16.36%	2.24%	1.37%	2.77%	3.28%	5.08%	2.31%
2025/01/02	0%	2.08%	4.76%	14.28%	2.27%	2.08%	2.64%	2.85%	4.41%	6.97%
2025/01/03	0.04%	2.32%	6.65%	15.33%	2.87%	4.31%	2.46%	1.33%	3.73%	3.71%
2025/01/04	0%	3.88%	5.25%	14.34%	3.31%	4.65%	3.17%	1.59%	2.63%	5.93%
2025/01/05	0%	2.85%	7.75%	14.93%	3.89%	5.7%	4.34%	1.63%	6.11%	1.84%
2025/01/06	0%	1.72%	4.32%	11.67%	3.99%	4.8%	4.21%	4.34%	6.54%	9.64%
2025/01/07	10.13%	1.48%	5.14%	8.84%	3.46%	3.2%	2.43%	0.99%	4.56%	15.67%
2025/01/08	0%	3.13%	4.9%	11.08%	6.83%	2.08%	3.11%	1.39%	2.59%	16.28%
2025/01/09	25.84%	1.57%	3.59%	7.68%	1.09%	0.94%	3.07%	1.26%	0%	4.2%
2025/01/10	0%	4.79%	5.54%	13.72%	4.58%	1.6%	3.32%	3.22%	1.19%	1.79%
2025/01/11	0%	1.61%	7.89%	21.4%	4.13%	2.02%	4.16%	2.02%	0%	2.39%
2025/01/12	7.23%	1.95%	3.68%	17.29%	2.93%	2.34%	3.88%	5.9%	4.34%	1.74%
2025/01/13	0%	2.9%	3.67%	13.77%	5.43%	2.9%	3.54%	5.55%	0.24%	2.59%
2025/01/14	0%	3.7%	4.23%	7.29%	1.85%	3.03%	1.84%	1.68%	2.49%	2.25%
2025/01/15	0%	4.1%	3.81%	7.5%	7.88%	2.48%	3.68%	1.64%	1.52%	2.3%
2025/01/16	13.49%	1.82%	4.16%	8.8%	1.27%	1.09%	3.56%	1.46%	0%	4.87%
2025/01/21	0%	4.94%	1.43%	4.75%	0.13%	2.12%	4.94%	3.53%	0.55%	0%
2025/01/22	0%	2.66%	0.89%	8.29%	0.13%	1.77%	5.71%	3.54%	3.32%	0.03%
2025/01/23	0%	3.87%	8.6%	10.58%	4.63%	3.23%	1.16%	2.58%	2.63%	0%
2025/01/24	0%	5.94%	5.65%	6.35%	1.41%	3.3%	0.12%	5.98%	2.44%	0%
2025/01/25	0%	4.54%	3.8%	3.63%	0.04%	2.27%	4.61%	2.65%	0.03%	5.92%
2025/01/26	0%	6.77%	6.93%	9.02%	4.91%	3.87%	5.2%	2.9%	3.58%	0%
2025/01/27	0%	2.49%	5.82%	10.46%	2.47%	3.32%	4.39%	2.91%	0.39%	0.93%
2025/01/28	0%	6.92%	4.95%	8.64%	5.89%	6.92%	6.14%	2.08%	0%	0%
2025/01/29	0%	6.14%	7.06%	5.78%	4.48%	4.3%	4.18%	2.15%	0.03%	0.02%
2025/01/30	0%	3.28%	7.17%	6.4%	7.23%	1.87%	2.56%	1.87%	0.02%	0.01%
2025/01/31	9.11%	6.39%	5.43%	4.85%	4.1%	3.93%	2.69%	1.97%	0.01%	0%

In January 2025, Instagram’s ad impressions fluctuated, peaking at 25.84% on the 9th. Smallbee.co.uk maintained a steady presence, while Wayfair.co.uk saw a notable rise on the 23rd. Amazon.co.uk started strong but declined, finishing at 4.85%. Ebay.co.uk and Furniture123.co.uk showed varied trends, with spikes and dips. Liveunlimitedlondon.com and Viagogo.co.uk had consistent activity, while Snapchat.com and Wallism.com experienced significant drops by month’s end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Digital Media

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
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2
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Discover Something New — Add cool effects to your videos and pictures on Instagram. Sign up for Instagram to create and...
3
Never pay to send a message https://www.pof.com
Voted #1 Free Dating Site — Find good matches who are worth your time. Date with zero pressure. Plenty of singles
4
Public Profiles on Snapchat https://forbusiness.snapchat.com
Public Profiles — 9 out of 10 young people are on Snapchat. Create an ad and grow your business. Drive...
5
Spotify® Premium 1 Month Free - Cancel Anytime https://www.spotify.com
Only £9.99/Month After. T&Cs Apply. Only For Users Who Haven't Had Premium Before. Create Custom Playlists and Listen To Your Favorite Music...

In the competitive world of PPC advertising, Amazon.co.uk entices with a 3-month free Audible offer, highlighting vast audiobook access. Instagram invites creativity with video effects, while POF champions free messaging for meaningful connections. Snapchat targets youth engagement, and Spotify tempts with a free month of premium music.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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