Telecom Titans in the US: Q2 2024 Performance Insights

In the ever-evolving telecom landscape, Q2 2024 saw prominent players like Xfinity Mobile, Verizon Communications Inc., and T-Mobile maintaining their stronghold in the US market. With data insights from Sensor Tower, we delve into the performance and trends of these leading brands across their websites and apps.

Xfinity Mobile

Xfinity Mobile's digital presence is highlighted by its website, xfinity.com, and the Xfinity app.

• Audience Trends: From Q1 to Q2 2024, xfinity.com experienced fluctuations in unique visits, peaking in May with over 13M. The monthly deduplicated audience remained above 18M throughout the quarter, with a notable increase in web-only visitors in June.

• App Engagement: The Xfinity app maintained a stable monthly active user base, hovering around 3.3M, indicating consistent mobile engagement.

• Ad Spend & Channels: Xfinity Mobile's monthly ad spend saw a significant decrease from February's peak of around $7.7M to just over $1.3M in June. The focus shifted primarily toward OTT and desktop display channels, with notable impressions in February.

Verizon Communications Inc.

Verizon's reach spans its website, verizon.com, and the My Verizon app.

• Audience Trends: Verizon.com maintained a steady flow of unique visits, averaging around 10M monthly. The monthly deduplicated audience saw a slight decline, stabilizing near 15M by June.

• App Engagement: The My Verizon app exhibited consistent engagement, with monthly active users slightly declining to just under 6M by June.

• Ad Spend & Channels: Verizon's advertising strategy remained robust, with monthly ad spend consistently above $22M, peaking in May at over $35M. Key channels included Facebook and Instagram, delivering substantial impressions.

T-Mobile

T-Mobile's digital ecosystem includes t-mobile.com and the T-Mobile app.

• Audience Trends: T-mobile.com saw a decline in unique visits, averaging around 11M each month. The monthly deduplicated audience was stable, closing the quarter at approximately 14M.

• App Engagement: The T-Mobile app maintained a steady monthly active user base, with active users slightly decreasing to about 1.3M by June.

• Ad Spend & Channels: T-Mobile's monthly ad expenditure peaked in March at over $53M, with significant impressions across OTT and desktop display channels.

Conclusion

The telecom giants continue to navigate the digital domain with strategic web and app engagements. Sensor Tower's comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide unparalleled insights into these brands' cross-platform strategies. As these companies adapt and evolve, staying informed with Sensor Tower remains crucial for understanding market dynamics.