Telecom Titans: Analyzing Top Brands in Q1 2025

Introduction

In the fast-evolving telecom landscape of the United States, three brands have emerged as leaders in Q1 2025: Xfinity Mobile, Verizon Communications Inc., and T-Mobile. With data spanning from Q4 2024 to Q1 2025, we delve into audience trends, app engagement, and advertising strategies of these telecom giants, leveraging Sensor Tower's unparalleled insights.

Xfinity Mobile

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

• Audience Trends: The website consistently attracted a substantial audience, with visits peaking in December 2024 at over 193M. Monthly true audience figures remained stable above 16M across the quarter, showcasing a balanced distribution between web and app visitors.

• App Engagement: The Xfinity app maintained strong engagement, with monthly active users hovering around 11M, peaking in March 2025.

• Ad Spend & Channels: Xfinity's monthly ad spend varied, with a noticeable spike in February 2025, reaching over $4.6M. OTT, desktop video, and social media channels like Instagram and Facebook were pivotal, driving significant impressions.

Verizon Communications Inc.

Verizon's digital footprint is highlighted by its website, verizon.com, and the My Verizon app.

• Audience Trends: Verizon's website experienced consistent traffic, with visits peaking at 87M in March 2025. Monthly true audience figures remained above 14M, with a slight increase towards the end of the quarter.

• App Engagement: The My Verizon app saw a steady monthly active user base, fluctuating around 8.5M.

• Ad Spend & Channels: Verizon's monthly advertising expenditure was substantial, peaking in March 2025 with over $51M. OTT and Instagram were key channels, delivering high impressions.

T-Mobile

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

• Audience Trends: T-Mobile's website visits showed a downward trend, starting at 83M in November 2024 and declining to 58M by March 2025. Monthly true audience numbers remained above 10M, with web visitors dominating.

• App Engagement: The T-Mobile app experienced a decrease in monthly active users, dropping to around 3.8M by February 2025 but slightly recovering in March.

• Ad Spend & Channels: T-Mobile's monthly ad spend was diverse, with significant investment in OTT and social media platforms. February saw the highest spend, exceeding $58M.

Conclusion

In Q1 2025, Xfinity Mobile, Verizon Communications Inc., and T-Mobile demonstrated distinct strategies in audience engagement and advertising. Sensor Tower's comprehensive data provides critical insights into their performance across web and mobile platforms, highlighting the importance of adaptive strategies in the competitive telecom market. For more detailed insights, explore our Web Insights and Pathmatics offerings.

Sensor Tower remains unparalleled in delivering cross-platform insights, essential for understanding dynamic user behaviors in the telecom industry.