Leading Brands in US Antivirus & Security: Q4 2024 Insights

In the rapidly evolving landscape of digital security, three brands have emerged as leaders in the US Antivirus & Security category for Q4 2024. NordVPN, ExpressVPN International Ltd., and LastPass have demonstrated significant engagement across both their websites and apps. This article delves into their performance from Q3 to Q4 2024, highlighting key trends and data points.

NordVPN

NordVPN's digital footprint is marked by its websites, nordvpn.com and nordpass.com, alongside the NordVPN: VPN Fast & Secure app.

• Audience Trends: The true monthly audience for NordVPN saw a consistent increase, peaking at over 8.6M in December. The app dominated with over 8M app-only visitors monthly, while web-only visitors hovered around 400K.

• App Engagement: Monthly active users of the NordVPN app rose steadily, reaching nearly 2.9M by December, indicative of a robust mobile presence.

• Ad Spend & Channels: NordVPN's monthly ad spend fluctuated, with a notable peak in November at approximately $1.4M, primarily through OTT (Over-the-top media service) and desktop display channels.

ExpressVPN International Ltd.

ExpressVPN's primary platform is expressvpn.com, complemented by the ExpressVPN: Ultra Secure VPN app.

• Audience Trends: ExpressVPN experienced a significant surge in website visits, reaching over 21M in December. The true monthly audience remained stable around 8.6M, with a balanced mix of app and web users.

• App Engagement: The app's monthly active users remained steady, closing the year just over 940K.

• Ad Spend & Channels: Monthly ad spending increased significantly in December to around $375K, with a focus on desktop display and YouTube channels.

LastPass

LastPass's presence is anchored by lastpass.com and the LastPass Password Manager app.

• Audience Trends: The true monthly audience for LastPass grew steadily, exceeding 5.8M by December. The web platform saw a notable increase in visits, surpassing 14.5M in December.

• App Engagement: Monthly active users of the app remained consistent, with a slight increase to around 534K in December.

• Ad Spend & Channels: LastPass's monthly ad spend showed a gradual increase, peaking at approximately $79K in December, with significant impressions on Facebook and Instagram.

Conclusion

The data from Q3 to Q4 2024 underscores the dynamic nature of the Antivirus & Security category. NordVPN, ExpressVPN, and LastPass have each maintained strong digital presences, leveraging both web and app platforms effectively. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these brands' cross-platform user behaviors. Such detailed analysis is crucial for understanding trends and making informed strategic decisions in the digital security domain.