Explore Competitive Dynamics in the Philippine Telecom Market with Sensor Tower

Philippine Telecom Market Growth Moderates

The Philippine telecom market continued to evolve in H2 2025 as overall download growth moderated, reflecting a more mature and competitive landscape. In this environment, telecom apps are increasingly focused on strengthening user engagement, reinforcing retention strategies, and expanding their share of highly engaged mobile users. At the same time, competitive momentum continued to shift across leading players. DITO recorded 9% download growth from H1 to H2 2025, continuing to strengthen its position within the Philippine telecom app landscape. The performance highlights how challenger brands can continue gaining traction through sustained user acquisition and engagement strategies even in a more mature market environment.

DITO Strengthens Daily User Engagement

Stronger Daily Engagement Trends

Throughout H2 2025, DITO maintained a higher daily open rate, reflecting strong user engagement and increasing integration into users’ daily mobile activity.

Expanding User Overlap Within the Telecom Landscape

User overlap trends also continued to evolve during H2 2025. The share of GlobeOne users also using DITO increased by 1.7% compared to H1 2025, with overlap peaking in November 2025. The trend suggests that DITO’s campaigns during the period were effective in increasing visibility and attracting broader user interest within the telecom app market.

Advertising Visibility and Creative Trends Behind DITO’s Engagement Momentum

DITO’s engagement momentum in H2 2025 aligned with several bursts in advertising visibility, particularly around gaming-focused messaging, promotional campaigns, and data-driven value propositions. Creative themes emphasizing affordability, entertainment, and increased data benefits appeared alongside notable spikes in share of voice, highlighting how campaign timing and localized messaging supported user acquisition efforts.