Analytics Used by UK Media Companies: Market Share (2026)

Updated June 2026

Detected Analytics usage covers 1,868 of 93,030 trading UK media companies, with Google Analytics ahead at 89.2% of detected deployments.

Around 93,030 UK media companies are actively trading, and 1,868 have a detectable Analytics system. Google Analytics dominates the detected base with 89.2% share, covering 1,666 companies, while MonsterInsights reaches 5.1% and Microsoft Clarity reaches 4.3%.

Usage is concentrated in small media firms. Among companies with a detected system, the Under 10 employees band accounts for 1,426 companies, compared with 405 in the 10–50 employees band and 37 in the Over 50 employees band.

The long tail is thin but visible: 32 Analytics systems are detected overall, with 24 further systems covering 49 companies beyond the named systems. ExactMetrics, Statcounter, Plausible, TWIPLA and Fathom Analytics each sit around 0.9% to 1.1% share.

What’s in the file

One row per company, 14 columns. The contact columns unlock when you get the list.

Included

Company name

Website

City & address

Companies House no.

Incorporation year

Turnover (£)

Employees

Headcount growth (YoY)

Financial-health score

Sales-readiness score

Unlock the contact columns

Decision-maker name

Role / title

Verified email

LinkedIn URL

1,868

media with detected Analytics

Of 93,030 UK media

Detection rate

2026

Systems detected

In this category

89.2%

Leader share

Google Analytics

UK Media Analytics market share

Other (24 systems)

Share of the 1,868 UK Media with a detectable system. As of June 2026.

Analytics compared

System	UK Media	Share	Median headcount	London share	Typical profile
Google Analytics	1,666	89.2%	4	37.8%	4-person media teams, 89.2% share
MonsterInsights	96	5.1%	5	33.3%	5-person media teams, 5.1% share
Microsoft Clarity	81	4.3%	6	37%	6-person media teams, 4.3% share
ExactMetrics	21	1.1%	—	—	Get these companies as a spreadsheet →
Statcounter	19	1%	—	—	Get these companies as a spreadsheet →
Plausible	19	1%	—	—	Get these companies as a spreadsheet →
TWIPLA	18	1%	—	—	Get these companies as a spreadsheet →
Fathom Analytics	17	0.9%	—	—	Get these companies as a spreadsheet →
Crazy Egg	17	0.9%	—	—	Get these companies as a spreadsheet →
Gauges	9	0.5%	—	—	Get these companies as a spreadsheet →
Mouseflow	8	0.4%	—	—	Get these companies as a spreadsheet →
Branch	6	0.3%	—	—	Get these companies as a spreadsheet →
Contentsquare	6	0.3%	—	—	Get these companies as a spreadsheet →
Heap	6	0.3%	—	—	Get these companies as a spreadsheet →
Matomo Analytics	6	0.3%	—	—	Get these companies as a spreadsheet →
AppsFlyer	5	0.3%	—	—	Get these companies as a spreadsheet →
Clicky	5	0.3%	—	—	Get these companies as a spreadsheet →
Smartlook	5	0.3%	—	—	Get these companies as a spreadsheet →
Amplitude	4	0.2%	—	—	Get these companies as a spreadsheet →
PostHog	4	0.2%	—	—	Get these companies as a spreadsheet →
Adobe Analytics	3	0.2%	—	—	Get these companies as a spreadsheet →
CallRail	3	0.2%	—	—	Get these companies as a spreadsheet →
Microsoft Power BI	3	0.2%	—	—	Get these companies as a spreadsheet →
Adjust	2	0.1%	—	—	Get these companies as a spreadsheet →
Burst	2	0.1%	—	—	Get these companies as a spreadsheet →
Tableau	2	0.1%	—	—	Get these companies as a spreadsheet →
Pendo	2	0.1%	—	—	Get these companies as a spreadsheet →
SiteWit	2	0.1%	—	—	Get these companies as a spreadsheet →
WebSuccess	1	0.1%	—	—	Get these companies as a spreadsheet →
AdvertiserReports	1	0.1%	—	—	Get these companies as a spreadsheet →
Lucky Orange	1	0.1%	—	—	Get these companies as a spreadsheet →
PagePulse	1	0.1%	—	—	Get these companies as a spreadsheet →

Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.

Market leader by size

The leading Analytics system shifts with company size: among UK Media with under 10 employees, Google Analytics leads at 90.4% of the 1,426 with a detectable system; among UK Media with 10–50 employees, Google Analytics leads at 85.9% of the 405 with a detectable system; and among UK Media with over 50 employees, Google Analytics leads at 78.4% of the 37 with a detectable system.

Under 10 employees

Google Analytics

90.4% of band

Micro media companies make up 1,426 detected users in this market. Google Analytics leads this band with 90.4% share, leaving the rest of the field to split a small remainder.

10–50 employees

Google Analytics

85.9% of band

Mid-sized media companies account for 405 detected users. Google Analytics still leads at 85.9% share, though alternatives have a little more room than in the smallest band.

Over 50 employees

Google Analytics

78.4% of band

Larger media companies are a small detected cohort, with 37 companies in this band. Google Analytics leads with 78.4% share, while the remaining usage is more distributed than in smaller firms.

How Analytics usage is detected

Methodology

Company data

Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.

Detection

Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.

Freshness

Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.

Sources

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK Media by Analytics

Media Companies Using Google Analytics in the UK Media Companies Using MonsterInsights in the UK Media Companies Using Microsoft Clarity in the UK

Related directories

Most-Used Analytics by UK Companies (2026)Analytics Used by UK B2B Companies: Market Share (2026)Analytics Used by UK B2C Companies: Market Share (2026)Analytics Used by UK Field Services Companies: Market Share (2026)Analytics Used by UK Construction Companies: Market Share (2026)Media in the UK

Frequently asked questions

What is the most-used Analytics among UK media companies?

Google Analytics is the most-detected Analytics among UK media companies, with 89.2% share (1,666 of 1,868 companies with a detectable system), ahead of MonsterInsights (5.1%) and Microsoft Clarity (4.3%).

How many UK media companies have a detectable Analytics?

1,868 of 93,030 actively-trading UK media companies (2%) have a Analytics detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.

What is a Analytics?

An Analytics system measures how audiences use a website or digital service, including visits, referrals and on-site behaviour. For UK media companies, it supports audience, editorial and commercial reporting, with 32 systems detected across 1,868 companies.

How is Analytics usage detected?

Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.

Which has more UK media companies, Google Analytics or MonsterInsights?

Google Analytics: 1,666 detected companies versus 96 for MonsterInsights, of the 1,868 UK media companies with a detectable Analytics.

What is the best Analytics for UK media companies?

This page publishes usage counts rather than recommendations, so there is no single endorsed best Analytics system. Google Analytics leads every employee band shown here: 90.4% among Under 10 employees, 85.9% among 10–50 employees and 78.4% among Over 50 employees. Across all detected UK media companies, Google Analytics has 89.2% share, followed by MonsterInsights at 5.1% and Microsoft Clarity at 4.3%.

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