Leading Brands in the U.S. Antivirus & Security Sector: Q1 2024 Overview

The first quarter of 2024 has highlighted significant trends in the Antivirus & Security category, with brands like Express VPN International Ltd., NordVPN, and LastPass leading the charge. Leveraging Sensor Tower's comprehensive data, we delve into the performance and engagement trends of these leading brands across their websites and apps.

Express VPN International Ltd.

Express VPN International Ltd. maintains a robust presence both on the web and through its app, ExpressVPN: Ultra Secure VPN.

• Audience Trends: The monthly true audience for ExpressVPN saw a notable increase, surpassing 8.3M by March 2024. The website, expressvpn.com, recorded consistent traffic with over 21.7M visits in March 2024, following a dip in February.

• App Engagement: The app's monthly active users rose steadily, reaching over 5.6M by March 2024, indicating growing mobile engagement.

• Ad Spend & Channels: There was minimal monthly ad spend in early 2024, with a brief spike in January, primarily focused on TikTok, which accounted for over 1M impressions.

NordVPN

NordVPN demonstrated robust growth across its platforms, including websites nordvpn.com and nordpass.com, and its NordVPN: VPN Fast & Secure app.

• Audience Trends: NordVPN's monthly true audience remained strong, maintaining figures above 8.4M in March 2024. The website nordvpn.com consistently saw high traffic, with visits exceeding 8.7M in March 2024.

• App Engagement: The app's monthly active user base was stable, with active users consistently around 6.5M throughout the quarter.

• Ad Spend & Channels: NordVPN invested significantly in advertising, with monthly spend peaking in March 2024 at over $1.1M, heavily utilizing OTT channels, resulting in more than 66M impressions.

LastPass

LastPass has shown steady performance with its website, lastpass.com, and its LastPass Password Manager app.

• Audience Trends: The monthly true audience for LastPass was stable, with figures close to 4.7M in March 2024. Website visits were robust, reaching 8.6M in March.

• App Engagement: The app maintained a steady monthly active user base, with active users nearing 3.9M by the end of Q1 2024.

• Ad Spend & Channels: LastPass's ad spend varied, with significant monthly investment in LinkedIn, contributing to over 3.7M impressions in March 2024.

Conclusion

The Antivirus & Security category in Q1 2024 displayed dynamic trends with Express VPN International Ltd., NordVPN, and LastPass leading in user engagement and advertising. Sensor Tower's unique data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these cross-platform trends, essential for understanding the evolving landscape of digital security solutions. These insights empower decision-makers with the data needed to navigate the competitive landscape effectively.