Leading Telecom Brands in Canada: Q4 2024 Performance Analysis

Introduction

As we conclude 2024, the Canadian telecom market reveals significant developments among leading brands. This article examines the performance of key players: TELUS Personal, Rogers Personal, and Rogers Sports & Media. Leveraging Sensor Tower's comprehensive data suite, including Web Insights, Pathmatics, and App Performance Insights, we explore the trends and transformations from Q3 to Q4 2024.

TELUS Personal

TELUS Personal is renowned for its robust digital ecosystem, featuring its website, telus.com, and the My TELUS app.

• Audience Trends: The monthly true audience exhibited a gradual decline, starting above 2.8M in July and stabilizing at approximately 2.4M by December. The website consistently attracted more visitors than the app, with web-only visitors surpassing 1.5M monthly.

• App Engagement: The My TELUS app's monthly active users peaked in October with over 930K users, then stabilized around 920K by December, highlighting sustained interest in mobile account management.

• Ad Spend & Channels: TELUS experienced fluctuating monthly ad spend, peaking at over $1.2M in October. Facebook and YouTube were primary channels, generating substantial impressions, particularly during the October surge.

Rogers Personal

Rogers Personal capitalizes on its platform through rogers.com and the MyRogers - Manage your account app.

• Audience Trends: The monthly true audience remained resilient, consistently above 2M, with a notable increase in web and app visitors in December.

• App Engagement: The MyRogers app saw a steady rise in monthly active users, from 740K in July to nearly 870K by December, reflecting growing user engagement.

• Ad Spend & Channels: Monthly ad spend displayed variability, with a significant spike to over $1.3M in December. Facebook and Instagram were key channels, driving high engagement levels.

Rogers Sports & Media

Rogers Sports & Media garners attention through sportsnet.ca and sportsnetplus.ca, supported by the Sportsnet app.

• Audience Trends: A substantial increase in unique visits was observed in October, with sportsnet.ca recording over 17M visits. The monthly true audience for both websites remained strong, with sportsnet.ca consistently outperforming sportsnetplus.ca.

• App Engagement: The Sportsnet app saw a peak in October with monthly active users exceeding 650K, before stabilizing around 480K in December, aligning with sports seasons.

• Ad Spend & Channels: Monthly advertising investment peaked at over $1M in October, with Facebook and Instagram as dominant platforms, driving vast impressions during key sports events.

Conclusion

The Q4 2024 data underscores the dynamic landscape of Canada’s telecom market, with TELUS Personal, Rogers Personal, and Rogers Sports & Media each exhibiting unique trends. Sensor Tower’s comprehensive insights provide essential visibility into user behavior across web and app platforms, highlighting the critical role of diversified digital strategies in the telecom sector.

For more detailed insights, explore Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights.