diff --git a/homeassistant/components/sensor/__init__.py b/homeassistant/components/sensor/__init__.py
index 9adc1f74cac..08386ced6de 100644
--- a/homeassistant/components/sensor/__init__.py
+++ b/homeassistant/components/sensor/__init__.py
@@ -86,6 +86,7 @@ from homeassistant.helpers.typing import ConfigType, StateType
 from homeassistant.util import dt as dt_util
 from homeassistant.util.unit_conversion import (
     BaseUnitConverter,
+    DataRateConverter,
     DistanceConverter,
     MassConverter,
     PressureConverter,
@@ -466,6 +467,7 @@ STATE_CLASSES: Final[list[str]] = [cls.value for cls in SensorStateClass]
 # Note: this needs to be aligned with frontend: OVERRIDE_SENSOR_UNITS in
 # `entity-registry-settings.ts`
 UNIT_CONVERTERS: dict[SensorDeviceClass | str | None, type[BaseUnitConverter]] = {
+    SensorDeviceClass.DATA_RATE: DataRateConverter,
     SensorDeviceClass.DISTANCE: DistanceConverter,
     SensorDeviceClass.GAS: VolumeConverter,
     SensorDeviceClass.PRECIPITATION: DistanceConverter,
diff --git a/homeassistant/util/unit_conversion.py b/homeassistant/util/unit_conversion.py
index 1aeda96b6b3..3cfd0a764e0 100644
--- a/homeassistant/util/unit_conversion.py
+++ b/homeassistant/util/unit_conversion.py
@@ -3,6 +3,7 @@ from __future__ import annotations
 
 from homeassistant.const import (
     UNIT_NOT_RECOGNIZED_TEMPLATE,
+    UnitOfDataRate,
     UnitOfEnergy,
     UnitOfLength,
     UnitOfMass,
@@ -86,6 +87,28 @@ class BaseUnitConverter:
         return cls._UNIT_CONVERSION[from_unit] / cls._UNIT_CONVERSION[to_unit]
 
 
+class DataRateConverter(BaseUnitConverter):
+    """Utility to convert data rate values."""
+
+    UNIT_CLASS = "data_rate"
+    NORMALIZED_UNIT = UnitOfDataRate.BITS_PER_SECOND
+    # Units in terms of bits
+    _UNIT_CONVERSION: dict[str, float] = {
+        UnitOfDataRate.BITS_PER_SECOND: 1,
+        UnitOfDataRate.KILOBITS_PER_SECOND: 1 / 1e3,
+        UnitOfDataRate.MEGABITS_PER_SECOND: 1 / 1e6,
+        UnitOfDataRate.GIGABITS_PER_SECOND: 1 / 1e9,
+        UnitOfDataRate.BYTES_PER_SECOND: 1 / 8,
+        UnitOfDataRate.KILOBYTES_PER_SECOND: 1 / 8e3,
+        UnitOfDataRate.MEGABYTES_PER_SECOND: 1 / 8e6,
+        UnitOfDataRate.GIGABYTES_PER_SECOND: 1 / 8e9,
+        UnitOfDataRate.KIBIBYTES_PER_SECOND: 1 / 2**13,
+        UnitOfDataRate.MEBIBYTES_PER_SECOND: 1 / 2**23,
+        UnitOfDataRate.GIBIBYTES_PER_SECOND: 1 / 2**33,
+    }
+    VALID_UNITS = set(UnitOfDataRate)
+
+
 class DistanceConverter(BaseUnitConverter):
     """Utility to convert distance values."""
 
diff --git a/tests/util/test_unit_conversion.py b/tests/util/test_unit_conversion.py
index 0d5cb7143ec..f5c9970ca59 100644
--- a/tests/util/test_unit_conversion.py
+++ b/tests/util/test_unit_conversion.py
@@ -2,6 +2,7 @@
 import pytest
 
 from homeassistant.const import (
+    UnitOfDataRate,
     UnitOfEnergy,
     UnitOfLength,
     UnitOfMass,
@@ -15,6 +16,7 @@ from homeassistant.const import (
 from homeassistant.exceptions import HomeAssistantError
 from homeassistant.util.unit_conversion import (
     BaseUnitConverter,
+    DataRateConverter,
     DistanceConverter,
     EnergyConverter,
     MassConverter,
@@ -31,6 +33,7 @@ INVALID_SYMBOL = "bob"
 @pytest.mark.parametrize(
     "converter,valid_unit",
     [
+        (DataRateConverter, UnitOfDataRate.GIBIBYTES_PER_SECOND),
         (DistanceConverter, UnitOfLength.KILOMETERS),
         (DistanceConverter, UnitOfLength.METERS),
         (DistanceConverter, UnitOfLength.CENTIMETERS),
@@ -85,6 +88,7 @@ def test_convert_same_unit(converter: type[BaseUnitConverter], valid_unit: str)
 @pytest.mark.parametrize(
     "converter,valid_unit",
     [
+        (DataRateConverter, UnitOfDataRate.GIBIBYTES_PER_SECOND),
         (DistanceConverter, UnitOfLength.KILOMETERS),
         (EnergyConverter, UnitOfEnergy.KILO_WATT_HOUR),
         (MassConverter, UnitOfMass.GRAMS),
@@ -111,6 +115,11 @@ def test_convert_invalid_unit(
 @pytest.mark.parametrize(
     "converter,from_unit,to_unit",
     [
+        (
+            DataRateConverter,
+            UnitOfDataRate.BYTES_PER_SECOND,
+            UnitOfDataRate.BITS_PER_SECOND,
+        ),
         (DistanceConverter, UnitOfLength.KILOMETERS, UnitOfLength.METERS),
         (EnergyConverter, UnitOfEnergy.WATT_HOUR, UnitOfEnergy.KILO_WATT_HOUR),
         (MassConverter, UnitOfMass.GRAMS, UnitOfMass.KILOGRAMS),
@@ -132,6 +141,12 @@ def test_convert_nonnumeric_value(
 @pytest.mark.parametrize(
     "converter,from_unit,to_unit,expected",
     [
+        (
+            DataRateConverter,
+            UnitOfDataRate.BITS_PER_SECOND,
+            UnitOfDataRate.BYTES_PER_SECOND,
+            8,
+        ),
         (DistanceConverter, UnitOfLength.KILOMETERS, UnitOfLength.METERS, 1 / 1000),
         (EnergyConverter, UnitOfEnergy.WATT_HOUR, UnitOfEnergy.KILO_WATT_HOUR, 1000),
         (PowerConverter, UnitOfPower.WATT, UnitOfPower.KILO_WATT, 1000),
@@ -168,6 +183,48 @@ def test_get_unit_ratio(
     assert converter.get_unit_ratio(from_unit, to_unit) == expected
 
 
+@pytest.mark.parametrize(
+    "value,from_unit,expected,to_unit",
+    [
+        (8e3, UnitOfDataRate.BITS_PER_SECOND, 8, UnitOfDataRate.KILOBITS_PER_SECOND),
+        (8e6, UnitOfDataRate.BITS_PER_SECOND, 8, UnitOfDataRate.MEGABITS_PER_SECOND),
+        (8e9, UnitOfDataRate.BITS_PER_SECOND, 8, UnitOfDataRate.GIGABITS_PER_SECOND),
+        (8, UnitOfDataRate.BITS_PER_SECOND, 1, UnitOfDataRate.BYTES_PER_SECOND),
+        (8e3, UnitOfDataRate.BITS_PER_SECOND, 1, UnitOfDataRate.KILOBYTES_PER_SECOND),
+        (8e6, UnitOfDataRate.BITS_PER_SECOND, 1, UnitOfDataRate.MEGABYTES_PER_SECOND),
+        (8e9, UnitOfDataRate.BITS_PER_SECOND, 1, UnitOfDataRate.GIGABYTES_PER_SECOND),
+        (
+            8 * 2**10,
+            UnitOfDataRate.BITS_PER_SECOND,
+            1,
+            UnitOfDataRate.KIBIBYTES_PER_SECOND,
+        ),
+        (
+            8 * 2**20,
+            UnitOfDataRate.BITS_PER_SECOND,
+            1,
+            UnitOfDataRate.MEBIBYTES_PER_SECOND,
+        ),
+        (
+            8 * 2**30,
+            UnitOfDataRate.BITS_PER_SECOND,
+            1,
+            UnitOfDataRate.GIBIBYTES_PER_SECOND,
+        ),
+    ],
+)
+def test_data_rate_convert(
+    value: float,
+    from_unit: str,
+    expected: float,
+    to_unit: str,
+) -> None:
+    """Test conversion to other units."""
+    assert DataRateConverter.convert(value, from_unit, to_unit) == pytest.approx(
+        expected
+    )
+
+
 @pytest.mark.parametrize(
     "value,from_unit,expected,to_unit",
     [