This is the 17432nd most frequent Russian word.
теряют
"Теряют" means "they lose" in English.
The word 'теряют' is used as a verb in the third person plural and represents the action of losing something in an habitual present tense context.
Они теряют ключи каждый день.
They lose keys every day.
Here, 'теряют' depicts the action of shedding leaves, happening in a seasonal cycle, emphasizing gradual change.
С каждым годом деревья теряют листья всё раньше.
Each year, trees lose leaves earlier.
The verb 'теряют' in this case reflects the decline or diminishing of an abstract concept like popularity.