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Sensor Tower · Abraham Yousef · October 2023
Rogers Merger Sees Positive Download and MAU Ripples
Rogers Communications and Shaw Communications merged in Apr'23, leading to increased downloads and MAUs for the brand in the following quarter. In 3Q23, MyRogers app downloads soared ~100% YoY, while MAUs increased 26% YoY. Meanwhile, Bell Canada has been outspending its competitors and has seen a 20% YoY increase in downloads as of 2023 YTD.
Key Takeaways:
Three of Bell’s brands are in the top ten by ad spend, with Bell’s consumer non-wireless offering outspending its mobile & wireless subsection of the business
Bell’s Consumer Non-Wireless section of Bell’s spend is down -40% YoY as of 2023 YTD, though Bell’s Consumer Wireless section of the brand is down -60% YoY
Facebook is the channel receiving the most spend across all three major telecom companies, with Bell Canada and TELUS both having allocated nearly ~60% of its Canadian ad spend towards the channel
Spend on Facebook has decreased for each brand as of 2023 YTD, down -33% YoY on average across the cohort
While My TELUS downloads spiked 42% YoY in 2Q23, its MAUs have remained nearly flat, only averaging 1% YoY growth through 2023 YTD
Lifts in MAUs for Chatr and Shaw could be connected to Rogers' merger with Shaw in 2Q23. Sensor Tower data also suggests that consistent 3Q23 MAU growth for both brands could be connected to Rogers’ exclusive 5G subway connectivity
For more information, request the full report from reports@sensortower.com.
Written by: Abraham Yousef, Senior Insights Analyst
Date: October 2023