Leading Telecom Brands in the US: Q4 2024 Analysis

Introduction

In the dynamic landscape of US telecom, Q4 2024 saw notable performances from leading brands such as Xfinity Mobile, Verizon Communications Inc., and T-Mobile. These brands demonstrated significant monthly deduplicated audience engagement across their websites and apps. Sensor Tower's comprehensive data insights enable a detailed examination of these trends, offering unparalleled visibility into cross-platform user behavior.

Xfinity Mobile

Xfinity Mobile's digital presence includes both its website, xfinity.com, and the Xfinity app.

• Audience Trends: From Q3 to Q4 2024, xfinity.com experienced a decline in visits, with unique visits dropping from over 12M in September to around 10M in December. The monthly deduplicated audience remained stable, hovering above 16M throughout the quarter.

• App Engagement: The Xfinity app saw a gradual decrease in monthly active users, starting at approximately 3.4M in July and ending at around 3.1M in December.

• Ad Spend & Channels: Xfinity's advertising strategy showed fluctuations, with total monthly ad spend peaking at over $6M in November and impressions reaching over 640M. Notably, OTT channels were a major focus, delivering significant impressions.

Verizon Communications Inc.

Verizon's digital ecosystem includes verizon.com and the My Verizon app.

• Audience Trends: Verizon.com maintained a steady flow of unique visits, with numbers consistently around 9M to 10M monthly. The monthly deduplicated audience surpassed 14M by December.

• App Engagement: The My Verizon app saw stable engagement, with monthly active users slightly fluctuating around 6M throughout the last quarter of 2024.

• Ad Spend & Channels: Verizon's monthly ad spend increased significantly, reaching over $73M in December, with impressions exceeding 5.5B. Desktop display and OTT channels were heavily utilized.

T-Mobile

T-Mobile's presence is marked by t-mobile.com and the T-Mobile app.

• Audience Trends: T-mobile.com experienced a consistent audience, with unique visits remaining near 10M monthly. The monthly deduplicated audience numbers remained stable at around 13M to 14M.

• App Engagement: The T-Mobile app saw a decline in monthly active users, starting at approximately 1.4M in September and decreasing to under 1M by December.

• Ad Spend & Channels: T-Mobile's monthly ad expenditure peaked at over $69M in December, with impressions reaching over 5.4B. OTT was a key channel, contributing significantly to their advertising reach.

Conclusion

The Q4 2024 analysis of leading telecom brands highlights varied engagement strategies across digital platforms. Xfinity Mobile, Verizon Communications Inc., and T-Mobile each demonstrated unique trends in audience engagement and advertising strategies. Sensor Tower's comprehensive data enables these insights, providing a critical understanding of cross-platform user behavior through its Web Insights, App Performance Insights, and Pathmatics offerings. This data empowers decision-makers with the tools needed to navigate and excel in the competitive telecom landscape.