Leading Financial Services Brands in Spain: Q1 2025 Overview

Introduction

In the competitive landscape of financial services in Spain, Q1 2025 has seen prominent brands like BBVA Group, PayPal, and Revolut Technologies Inc. leading the charge. Sensor Tower's comprehensive data reveals fascinating trends across their websites and apps, highlighting monthly audience engagement and advertising strategies. Our insights provide unparalleled cross-referencing of web, app, and advertising data, crucial for understanding cross-platform user behavior.

BBVA Group

BBVA Group's digital presence is robust, with a focus on its website, bbva.com, and the BBVA app.

• Audience Trends: From Q4 2024 to Q1 2025, bbva.com maintained a stable monthly audience with visits peaking in December 2024 at approximately 39M before stabilizing around 35M in March 2025. The monthly true audience consistently remained above 9M throughout the quarter.

• App Engagement: The BBVA app saw steady growth in monthly active users, reaching around 8.4M in March 2025, indicating a strong preference for mobile banking.

• Ad Spend & Channels: BBVA's monthly advertising spend decreased significantly from over $400K in October 2024 to approximately $200K in March 2025, with Facebook and Instagram being the primary channels.

PayPal

PayPal continues to be a significant player with its website, paypal.com, and the PayPal - Pay, Send, Save app.

• Audience Trends: PayPal's web traffic showed a slight dip in February 2025 but rebounded in March, with monthly visits consistently above 16M. The monthly true audience hovered around 5.3M, showcasing strong user engagement.

• App Engagement: App activity remained stable, with monthly active users peaking at over 3.7M in March 2025, reflecting consistent app use.

• Ad Spend & Channels: PayPal's monthly ad spend saw a significant increase in March 2025 to over $200K, with a notable focus on TikTok, indicating a strategic shift to target younger demographics.

Revolut Technologies Inc.

Revolut's digital strategy is impressive, with its website, revolut.com, and the Revolut: Spend, Save, Trade app.

• Audience Trends: Revolut.com experienced a substantial increase in visits, peaking at over 6M in January 2025. The monthly true audience steadily increased, reaching over 5.2M in March 2025.

• App Engagement: The app's monthly active user base grew consistently, surpassing 4.9M by March 2025, highlighting Revolut's strong mobile presence.

• Ad Spend & Channels: Revolut's monthly advertising expenditure decreased from October 2024 to March 2025, with Instagram and TikTok being key channels, reflecting a strategic focus on visual and engaging content.

Conclusion

Q1 2025 has demonstrated the dynamic nature of the financial services sector in Spain, with BBVA Group, PayPal, and Revolut leading the way. Sensor Tower's unparalleled data insights reveal how these brands effectively engage their audiences across platforms and channels. For detailed insights into cross-platform user behavior, Sensor Tower remains the go-to source for comprehensive analytics. Explore our products and services for deeper strategic insights.