Telecom Giants in Q1 2025: A Closer Look at Xfinity Mobile, Verizon, and T-Mobile

Introduction

In the competitive landscape of the US telecom industry, Q1 2025 has been a period of notable performance for leading brands like Xfinity Mobile, Verizon Communications Inc., and T-Mobile. This article delves into their digital presence, audience trends, and advertising strategies, highlighting data from Q4 2024 to Q1 2025. With Sensor Tower's unparalleled data insights, we provide a comprehensive view of these brands' cross-platform user behavior.

Xfinity Mobile

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

• Monthly Audience Trends: The monthly deduplicated audience remained stable above 17M for the entire quarter. The website consistently attracted more unique visitors than the app, with fluctuations in visits per unique visitor ranging from 15 to 20.

• App Engagement: The Xfinity app saw a gradual decline in monthly active users, from 3.3M in October 2024 to just under 3M by March 2025.

• Ad Spend & Channels: Xfinity Mobile's monthly ad spend varied significantly, with peaks in November 2024 at over $6M and impressions reaching over 640M. OTT and desktop display channels were particularly effective.

Verizon Communications Inc.

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

• Monthly Audience Trends: Verizon's monthly deduplicated audience remained stable around 14M throughout the quarter. The website consistently saw more unique visits compared to the app, with visits per unique visitor peaking at 11 in March 2025.

• App Engagement: The My Verizon app maintained a stable monthly active user base around 5.6M, showcasing strong engagement.

• Ad Spend & Channels: Verizon's advertising efforts were substantial, with monthly spends consistently above $40M. The brand leveraged OTT and Facebook channels effectively, generating significant impressions.

T-Mobile

T-Mobile's digital strategy includes its website, t-mobile.com, and the T-Mobile app.

• Monthly Audience Trends: T-Mobile experienced a dip in monthly deduplicated audience from 14M in Q4 2024 to just over 10M by March 2025. Web visits remained more frequent than app visits.

• App Engagement: Monthly active users of the T-Mobile app decreased steadily from 1.3M to 700K over the period, reflecting a shift in engagement.

• Ad Spend & Channels: T-Mobile's monthly ad spend was robust, consistently exceeding $60M. The brand's focus on OTT and desktop display channels yielded high impressions, particularly in February 2025.

Conclusion

The first quarter of 2025 showcased varied strategies and performances among leading US telecom brands. Xfinity Mobile, Verizon, and T-Mobile each leveraged their digital platforms with distinct audience engagement and advertising strategies. Sensor Tower's comprehensive data insights, available through Web Insights, App Performance Insights, and Pathmatics, are crucial for understanding these dynamics and planning future strategies.

By consolidating these metrics, Sensor Tower empowers decision-makers with the tools needed to navigate the evolving telecom landscape effectively.