We study the axisymmetric, wide gap, spherical Couette flow in the presence of noise in numerical simulations and experiments. Such studies are important because most of the flows in nature are subjected to random fluctuations. Noise is introduced into the flow by adding fluctuations to the inner sphere rotation which are random in time with zero mean. Flows of a viscous incompressible fluid are induced either by rotation of the inner sphere only or by the co-rotation of the spheres. Mean flow generation was found to occur under the action of additive noise. A higher relative amplification of meridional kinetic energy compared to the azimuthal component was also observed under certain conditions. Calculated flow velocities were validated by laser Doppler anemometer measurements. A model is proposed to elucidate the rapid growth of meridional kinetic energy for flows induced by varying the co-rotation of the spheres. Our linear stability analysis for flows induced by the rotation of the inner sphere revealed a decrease in the critical Reynolds number, corresponding to the onset of the first instability. Also, in this case, a local minimum of the mean flow generation on approaching the critical Reynolds number was observed, which is consistent with the available theoretical predictions. This article is part of the theme issue 'Taylor-Couette and related flows on the centennial of Taylor's seminal Philosophical Transactions paper (Part 2)'.