Leading Multimedia & Design Software Brands in Q3 2023: A Sensor Tower Analysis

Introduction

In Q3 2023, the Multimedia & Design Software category in the US was marked by significant activity from leading brands such as Google Photos, CapCut, and Canva. This analysis, leveraging Sensor Tower's comprehensive datasets, delves into the performance and trends of these brands across their websites and apps. Sensor Tower's unique cross-referencing capabilities provide unparalleled insights into cross-platform user behavior.

Google Photos

Google Photos maintains a robust presence with its website, photos.google.com, and the Google Photos: Backup & Edit app.

• Audience Trends: The website experienced slight fluctuations in visits, maintaining between 320M to 350M monthly. Unique visitors remained stable above 22M monthly, while the monthly deduplicated audience consistently exceeded 119M.

• App Engagement: The app's monthly active users showed stability, fluctuating slightly above 64M throughout the quarter.

• Ad Spend & Channels: Notably, Google Photos did not allocate budget towards advertising during this period.

CapCut - Video Editor

CapCut's digital footprint includes the website capcut.com and the CapCut - Video Editor app.

• Audience Trends: The website saw a notable increase in visits, peaking at over 58M in September. Unique monthly visits also rose, reaching over 3M. The monthly deduplicated audience maintained around 36M.

• App Engagement: The app's monthly active users showed a slight decline, decreasing from around 12M in April to 10M in September.

• Ad Spend & Channels: CapCut's advertising spend was sporadic, with significant activity on Instagram, generating millions of impressions, particularly in August.

Canva

Canva's presence spans its site canva.com and the Canva: AI Photo & Video Editor app.

• Audience Trends: Canva's website traffic remained robust, peaking at over 1.2B visits in September. Unique monthly visitors consistently exceeded 25M.

• App Engagement: The app's monthly active users grew steadily, surpassing 6M by September.

• Ad Spend & Channels: Canva significantly ramped up advertising, with September seeing a monthly ad spend over $8M, primarily across OTT and Instagram, delivering hundreds of millions of impressions.

Conclusion

The insights provided by Sensor Tower highlight the dynamic nature of the Multimedia & Design Software category. Google Photos, CapCut, and Canva each exhibited unique trends and strategies across their platforms. Sensor Tower's comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, are essential for understanding these cross-platform behaviors and trends, providing unique advantages for decision-makers.