Leading Brands in the US Antivirus & Security Category: Q3 2023 Overview

The antivirus and security landscape in the US continues to evolve, with top brands innovating to meet growing demand. In Q3 2023, Express VPN International Ltd., NordVPN, and LastPass emerged as key players, demonstrating impressive user engagement across their websites and applications. This article delves into their performance trends, highlighting insights provided by Sensor Tower's unparalleled data offerings.

Express VPN International Ltd.

Digital Presence:Express VPN boasts a robust digital footprint with its website expressvpn.com and the ExpressVPN: Ultra Secure VPN app.

• Audience Trends: From Q2 to Q3 2023, expressvpn.com maintained a stable monthly deduplicated audience above 7.9M. Website visits peaked in June at 18M but saw a slight decline by September.

• App Engagement: The app witnessed fluctuating monthly active users, with a slight dip from 1.1M in August to 1M in September, indicating a stable interest in mobile security solutions.

• Ad Spend & Channels: Express VPN's monthly advertising spend showed a sharp decrease from a high of over $270K in May to under $21K by September. The majority of impressions were garnered through desktop display channels.

NordVPN

Digital Presence:NordVPN's digital ecosystem includes the website nordvpn.com and the NordVPN: VPN Fast & Secure app.

• Audience Trends: The website saw a consistent increase in unique visits, reaching over 6.5M by September. The monthly deduplicated audience remained above 8.3M for the quarter.

• App Engagement: Monthly active users rose steadily, peaking at over 2.4M in August, reflecting strong mobile market dominance.

• Ad Spend & Channels: NordVPN maintained substantial monthly ad spend, consistently above $600K, with OTT channels delivering the majority of impressions.

LastPass

Digital Presence:LastPass operates through its website lastpass.com and the LastPass Password Manager app.

• Audience Trends: The website's unique visits grew to over 1M by September, with the monthly deduplicated audience surpassing 4.3M.

• App Engagement: The app saw a gradual decline in monthly active users, from 674K in April to 640K in September, suggesting stable yet slightly decreasing engagement.

• Ad Spend & Channels: LastPass increased its monthly ad spend significantly, reaching nearly $50K in September, with LinkedIn and Facebook as primary channels.

Conclusion

The Q3 2023 data underscores the competitive dynamics of the US antivirus and security market. Express VPN, NordVPN, and LastPass each exhibit unique strengths across digital platforms. Sensor Tower's comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide critical insights into these brands' cross-platform user behaviors, enabling a deeper understanding of market trends and consumer engagement.

Sensor Tower's consolidated data offers unique advantages for decision-makers, empowering strategic planning with precise market intelligence.