Leading Brands in U.S. Education & Training: Q3 2024 Analysis

Introduction

In the dynamic realm of Education & Training, a few key players have solidified their positions as leaders in the U.S. market by maintaining substantial monthly deduplicated audiences across their digital platforms. This article delves into the performance of three prominent brands: Duolingo, Instructure, Inc., and Brainly, Inc., highlighting their trends from Q2 to Q3 2024. Sensor Tower's comprehensive data offerings provide invaluable insights into these brands' cross-platform user behaviors.

Duolingo

Duolingo's digital presence is robust, featuring its website, duolingo.com, and the Duolingo - Language Lessons app.

• Audience Trends: From Q2 to Q3 2024, duolingo.com saw fluctuations, with visits ranging from approximately 99M to 110M. Unique visits peaked in September at over 5.7M. The monthly deduplicated audience consistently remained above 29M, indicating a strong cross-platform presence with both web and app users.

• App Engagement: The Duolingo app maintained a stable monthly active user base, with active users hovering around 15M. This stability underscores the app's consistent appeal.

• Ad Spend & Channels: Duolingo's advertising efforts peaked in July with a monthly spend of over $240K, primarily leveraging YouTube and OTT channels. Impressions exceeded 31M, highlighting the brand's strategic focus on high-visibility platforms.

Instructure, Inc.

Instructure commands attention with its website, instructure.com, and the Canvas Student app.

• Audience Trends: Instructure.com experienced a notable rise in September, with visits surpassing 1.7B and unique visits exceeding 10M. The monthly deduplicated audience remained strong, reaching over 20M.

• App Engagement: The Canvas Student app saw a resurgence in September, with monthly active users climbing back to over 21M, reflecting increased engagement at the start of the academic year.

• Ad Spend & Channels: Instructure's monthly advertising spend peaked in August at approximately $24K, with LinkedIn as the primary channel, delivering over 3M impressions. This strategic focus on professional networks aligns with its educational offerings.

Brainly, Inc.

Brainly's digital ecosystem includes brainly.com and the Brainly: AI Homework Helper app.

• Audience Trends: Brainly.com experienced a significant uptick in September, with unique visits reaching over 12M. The monthly deduplicated audience also saw an increase, surpassing 13M, indicating a strong recovery from earlier dips.

• App Engagement: The Brainly app maintained a steady monthly active user base, with active users consistently around 800K. This stability suggests sustained interest in the app's unique offerings.

• Ad Spend & Channels: Brainly's monthly ad spend peaked in May at over $31K, with Instagram delivering the majority of impressions. This highlights the brand's focus on social media platforms to reach its target audience.

Conclusion

The Education & Training sector in the U.S. is marked by dynamic shifts and strategic plays by leading brands like Duolingo, Instructure, Inc., and Brainly, Inc. Each brand demonstrates unique strengths across web and app platforms, supported by targeted advertising strategies. Sensor Tower's unparalleled data offerings provide critical insights into these cross-platform behaviors, empowering brands to navigate and thrive in this competitive landscape.

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