How Tubi, Audiomack, Hopper outperform bigger brand competitors

Tara Kirkpatrick
May 17, 2023

Tara Kirkpatrick

Mobile Trends Analyst

The BRAG Index for Q1 2023 is live today and recognizes
Temu, and
rank #1 in their respective categories for the highest Brand-Relative-App-Growth Ratio.

Perhaps more importantly, the report also recognizes the 4 effective growth strategies used by these apps, as well as others, that over-performed Brand Power.

Let's go over the layman's terms:

BRAG = Brand Relative App Growth.
The BRAG Ratio = the ratio of an app's install volume to its Brand Power (consumer awareness x interest).


The higher the BRAG Ratio, the more curious the app's performance is... these apps, called "Transcenders" land in the top left of the BRAG Box above. If Brand Power is low, the assumption is advertising is low. How are they acquiring users with less investment in building Brand?

For many UA and marketing teams, that's a million-dollar question.

Together with
Digital Turbine
we analyzed consumer market research and mobile competitive intelligence to get the answers for Streaming Video, Streaming Music, Shopping, Travel, and Social Media apps.

Download the report below to get insights on your competitors' brand favorability,
Ad Intelligence
, and more.

Explore Q1 2023 mobile growth through the lens of UA Brand Efficiency.

Learn More