Leading Brands in the US Books & Comics Category: Q4 2023 Analysis

In the dynamic world of Books & Comics, several brands have captured significant audience attention through their websites and apps. This article explores the performance of leading brands—Audible, Insider, Inc., and Wikipedia.org—from Q3 to Q4 2023. Our analysis leverages data insights from Sensor Tower, highlighting trends across web and app platforms.

Audible

Audible, a leader in audio entertainment, is known for its extensive collection of audiobooks and spoken-word content. Its digital presence is anchored by its website, audible.com, and the Audible: Audio Entertainment app.

• Audience Trends: From Q3 to Q4 2023, audible.com showed a steady increase in visits, peaking at over 83M in November. Monthly unique visits hovered around 5.6M to 5.9M, with a consistent visits-per-unique-visitor ratio of 12-13.

• App Engagement: The app maintained a stable monthly active user base, with users slightly above 4.5M throughout the quarter.

• Ad Spend & Channels: Audible's monthly advertising expenditure peaked in October with over $21M, driven by channels like Facebook and OTT. Impressions were highest in October, exceeding 2.7B.

Insider, Inc.

Insider, Inc. offers in-depth business news and insights through its businessinsider.com website and the Business Insider app.

• Audience Trends: The website saw a notable increase in visits from October to November, reaching over 80M. Monthly unique visits climbed to approximately 20M in November.

• App Engagement: App activity was relatively lower, with monthly active users slightly decreasing, ending the quarter around 44K.

• Ad Spend & Channels: Monthly advertising spend increased, surpassing $590K in December, with X and LinkedIn being the primary channels for impressions.

Wikipedia.org

Wikipedia.org, a cornerstone of online information, extends its reach through its website, wikipedia.org, and the Wikipedia app.

• Audience Trends: The website consistently attracted over 450M visits by December, with monthly unique visits stabilizing around 17M.

• App Engagement: The app maintained a steady monthly active user base, with users nearing 550K by the end of the quarter.

• Ad Spend & Channels: Wikipedia's ad spend remained modest, with Facebook and Instagram being the primary channels. December saw a slight increase in impressions, reaching over 4.4M.

Conclusion

The Q4 2023 data highlights the diverse strategies and audience engagement across leading brands in the Books & Comics category. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into cross-platform user behavior. As digital landscapes evolve, these insights remain crucial for understanding and optimizing audience reach, offering decision-makers a strategic advantage in navigating the market.