Top Performers in the U.S. Antivirus & Security Market: Q4 2024 Analysis

Introduction

In the ever-evolving cybersecurity landscape, leading brands continue to strengthen their digital presence across websites and apps. In Q4 2024, NordVPN, Express VPN International Ltd., and LastPass have emerged as key players, each showcasing unique trends and performance metrics. This article delves into the data, highlighting their audience engagement and advertising strategies, powered by Sensor Tower's comprehensive cross-platform insights.

NordVPN

NordVPN has maintained a robust presence across both its websites and mobile applications. The brand's dual-platform strategy is a testament to its expansive reach.

• Audience Trends:

  • nordpass.com: Visits fluctuated from 2.8M in October to a peak of over 4.3M in December.

  • nordvpn.com: Monthly visits remained stable, hovering around 8.9M to 10.5M.

  • Monthly true audience consistently exceeded 7.5M, with web and app visitors showing a strong hybrid usage pattern.

• App Engagement:

  • The NordVPN: VPN Fast & Secure app saw a steady increase in monthly active users, reaching nearly 8.3M by December.

• Ad Spend & Channels:

  • Monthly ad spend peaked in November at over $1.2M, with significant impressions through OTT and desktop video channels, indicating a targeted approach to reach tech-savvy audiences.

Express VPN International Ltd.

ExpressVPN has demonstrated consistent growth, particularly on its main website and app platforms.

• Audience Trends:

  • expressvpn.com: Visits surged to over 28.5M in December, indicating a strong Q4 finish.

  • Monthly true audience figures remained around 8.8M, with a balanced distribution between web and app users.

• App Engagement:

  • The ExpressVPN: Ultra Secure VPN app maintained a stable monthly active user base, with active users increasing to approximately 5.9M by the end of the quarter.

• Ad Spend & Channels:

  • Monthly advertising efforts intensified in December, with spend reaching over $260K, prominently on platforms like TikTok and YouTube.

LastPass

LastPass continues to lead in the password management space, with a solid digital footprint across its website and app.

• Audience Trends:

  • lastpass.com: Website visits increased to nearly 14.6M in December.

  • Monthly true audience figures hovered around 5.8M, with a notable increase in app-only visitors.

• App Engagement:

  • The LastPass Password Manager app experienced a steady rise in monthly active users, peaking at about 4.8M in November.

• Ad Spend & Channels:

  • Monthly ad spend in December reached approximately $46K, with notable impressions on Facebook and YouTube, emphasizing a strategic push in social media advertising.

Conclusion

The data from Q4 2024 highlights how NordVPN, Express VPN International Ltd., and LastPass have each carved out a unique space in the Antivirus & Security market. Powered by Sensor Tower's unparalleled cross-platform insights, these brands have effectively leveraged their digital strategies to maintain and grow their audience base. As these brands continue to innovate, understanding their digital strategies remains crucial for stakeholders across the cybersecurity landscape.

Sensor Tower's comprehensive offerings, including Web Insights, Pathmatics, and App Performance Insights, provide critical data for analyzing these trends, ensuring a complete view of the digital marketplace.