Leading Brands in Multimedia & Design Software: Q2 2024 Insights

In the bustling world of multimedia and design software, certain brands have carved out significant niches, attracting large audiences across web and app platforms. In this article, we delve into the performance of three leading brands in the US: Google Photos, Canva, and CapCut - Video Editor. Using Sensor Tower's comprehensive data, we analyze their trends from Q1 to Q2 2024.

Google Photos

Google Photos, accessible via photos.google.com and the Google Photos: Backup & Edit app, continues to be a powerhouse in multimedia storage and editing.

• Audience Trends: The monthly deduplicated audience remained stable above 120M throughout the quarters. The website alone saw consistent monthly visits exceeding 300M.

• App Engagement: The app maintained a steady monthly active user base with active users hovering around 65M, indicating stable engagement.

• Ad Spend & Channels: Notably, Google Photos had no recorded monthly advertising spend or impressions during this period, suggesting reliance on organic growth.

Canva

Canva, with its platform available at canva.com and the Canva: AI Photo & Video Editor app, showed robust growth in both web and app domains.

• Audience Trends: The website attracted over 1.4B monthly visits, with a unique visitor count consistently above 30M.

• App Engagement: The app saw an increase in monthly active users, peaking at over 7M in May, reflecting growing interest in mobile design tools.

• Ad Spend & Channels: Canva's monthly advertising spend peaked in April with over $12M, primarily across platforms like Facebook, Instagram, and OTT services. This aggressive marketing strategy resulted in significant impressions, especially on OTT platforms.

CapCut - Video Editor

CapCut, accessible at capcut.com and through the CapCut - Video Editor app, has established itself as a leader in video editing.

• Audience Trends: The website consistently received over 100M monthly visits, with unique visits showing slight fluctuations but remaining above 5M.

• App Engagement: Active app users remained steady, averaging over 11M per month, showcasing strong user retention.

• Ad Spend & Channels: CapCut's monthly ad spend was modest, with the highest spend in February reaching over $200K, mainly through Instagram. This indicates a strategic focus on specific channels rather than broad-spectrum advertising.

Conclusion

The multimedia and design software category in the US is thriving, with Google Photos, Canva, and CapCut leading the charge. Each brand exhibits unique strengths, from Google Photos' organic growth to Canva's aggressive advertising strategy and CapCut's focused channel approach. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide invaluable insights into these dynamics, enabling a comprehensive understanding of cross-platform user behavior. By leveraging these insights, decision-makers can craft strategies that align with current market trends and consumer preferences.