Leading Brands in Brazil's Education & Training Sector: Q4 2023 Analysis

In the rapidly evolving Education & Training sector, several brands have distinguished themselves with a significant online presence across Brazil. This article delves into the performance of three leading brands—Brainly, Duolingo, and Udemy—during Q4 2023, examining trends in web and app audiences, engagement, and advertising strategies. This analysis is powered by Sensor Tower's comprehensive data offerings, providing unparalleled insights into cross-platform user behavior.

Brainly, Inc.

Brainly is known for its educational platform that connects students to solve academic queries. Its digital footprint includes its website, brainly.com, and the Brainly: AI Homework Helper app.

• Audience Trends: From Q3 to Q4 2023, Brainly's website experienced a decline in visits, starting from over 850M visits in August to approximately 375M by December. The unique visitor count also dropped, remaining above 33M in December. The monthly deduplicated audience saw a reduction from over 70M in August to just above 36M by December.

• App Engagement: The app's monthly active users decreased from around 4.8M in August to about 2.4M in December, reflecting a downward trend in mobile engagement.

• Ad Spend & Channels: Brainly's advertising expenditure was minimal, with only two months of activity in Q4, spending under $100 in December through Facebook, generating just over 46K impressions.

Duolingo

Duolingo is a renowned language-learning platform, offering free and engaging lessons via its website, duolingo.com, and the Duolingo - Language Lessons app.

• Audience Trends: The website's visits showed a fluctuating trend, peaking at over 38M in December. Unique visits similarly oscillated, reaching over 1.1M by the end of the year. The monthly deduplicated audience increased steadily, surpassing 5.8M in December.

• App Engagement: Duolingo's app engagement grew consistently, with monthly active users rising from approximately 3.7M in July to over 4.2M in December, indicating strong mobile user growth.

• Ad Spend & Channels: Duolingo's advertising strategy saw significant investment in September, with spending over $37K generating more than 21M impressions, primarily on Facebook.

Udemy, Inc.

Udemy provides a vast array of online courses, empowering learners worldwide. Its online offerings include its website, udemy.com, and the Udemy Online Video Courses app.

• Audience Trends: The website's visit pattern was relatively stable, with a slight increase to nearly 40M visits in December. Unique visits remained consistent, hovering around 800K. The monthly deduplicated audience showed minor fluctuations, ending the year just above 1.1M.

• App Engagement: The app's monthly active user base decreased slightly, from over 213K in August to about 183K in December, reflecting a modest decline in app usage.

• Ad Spend & Channels: Udemy maintained a strong advertising presence, with expenditures peaking at over $340K in November, resulting in impressions exceeding 184M, primarily via Facebook.

Conclusion

The Q4 2023 performance of Brainly, Duolingo, and Udemy highlights distinct trends in Brazil's Education & Training sector. While Brainly faced challenges in maintaining its audience, Duolingo demonstrated robust growth across platforms. Udemy maintained a steady presence with strategic advertising investments. Sensor Tower's data provides critical insights into these dynamics, offering a comprehensive view of cross-platform user behavior that is unmatched in the industry.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.