Graphic and Design Apps: AI and Market Expansion

Key Takeaways:

• India and Germany have emerged as high-potential markets for graphic and design apps. Over the past two years, India has seen a remarkable 104% increase in downloads and a 68% rise in IAP revenue, solidifying its status as a leading market and widening the gap with the US

  • Germany has shown exceptional performance with a 105% increase in IAP revenue during the same period, highlighting a strong willingness to invest in premium app features and indicating substantial monetization opportunities

• Canva has established itself as a crucial tool for freelancers, particularly in Brazil, where 45% of freelance apps’ users also use Canva, compared to just 5% for Adobe Express and Photoshop. In France, the US, and the UK, Canva maintains its competitive edge, with over 20% of freelance platform users choosing it, while less than 5% opt for its competitors

• In 2024, leading design platforms in the US have significantly increased advertising for AI features. Canva boosted its AI ad spending on social channels by 1308%, Photoroom by 350%, and PicsArt by 220%, underscoring the growing emphasis on AI to meet market expectations for advanced digital solutions

• Canva strategically bid on competitor brand names in ASA, achieving a 31% share of voice for 'Adobe Photoshop', 12% for 'Adobe Express', and 10% for ‘PicsArt’ in 4Q24, leading to a significant portion of potential users, who were searching for these competing brands, downloading the Canva app. These downloads accounted for 13% of Canva’s total downloads from search

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