Can you provide a comprehensive summary of the given text? The summary should be provided in bullet points format, and should cover all the key points and main ideas presented in the original text, while also condensing the information into a concise and easy-to-understand format. Please ensure that the summary includes relevant details and examples that support the main ideas, while avoiding any unnecessary information or repetition. The length of the summary should be appropriate for the length and complexity of the original text, providing a clear and accurate overview without omitting any important information.

"Two-Sided Marketplaces and Engagement
For a product to achieve its full potential and create the most value for its users, it must grow sustainably and reach a high level of penetration with respect to the total addressable market.

Ideally, the users engage deeply with the product forever and keep coming back to the product. That’s retention — the measure of people who tried the product and liked it enough to return.

The product is also sticky when people keep coming back to the product. While stickiness generally drives retention, a product that is retaining and growing well may not necessarily be sticky. Retention is simply about users returning to your product; stickiness is about them returning of their own volition. Stickiness helps reduce your dependency on tactics such as push notifications. For example, Facebook is sticky because of users’ urge to share, and because of their curiosity about other people’s lives.
Figure 1

Engagement is key to the success of any product, engaged users return for repeat experiences — driving stronger retention and ultimately helps a product grow in a sustainable way. Ultimately, engagement drives stickiness, which drives retention — and that, in turn, drives growth. Therefore, systematically understanding and improving engagement will increase a product’s health.
FRAMEWORK

In order to understand engagement across multiple types of consumer companies, it would be great to have a common framework. Many consumer technology companies can be thought of as two-sided marketplaces. These are organizations that create value primarily by enabling direct interactions between two (or more) distinct types of affiliated customers. American Express, PayPal, eBay, Uber, Facebook, iPhone, WhatsApp, Netflix, Amazon, and YouTube can all be considered as two-sided marketplaces.

These platforms exist because there is a need for an intermediary to match the supply and demand sides You should write your response with 200 or more words.
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