Microsoft is Winning Another Race

Ariel Ariel
10/20/23

This is a single insight from This Week in Apps - Streaming Stagnation. Check out the full article for more insights.


If you use 2 Factor Authentication for anything, and I suspect many of you do, you need an authenticator app.

The authenticator apps category is probably one of the least exciting on the App Store and on Google Play, but! Need superceeds excitement.

How many downloads do you think authenticator apps even get per day? Try to guess before looking at the chart.

Easy answer - A lot more than you'd expect!

Microsoft and Google publish the two most popular authenticator apps.

Google's, which was released all the way back in 2010, went stale for a long time with little to no updates and lacking big features that made it convenient. Recently, however, the app got a major update and some of those big features it was sorely lacking.

Microsoft joined the arena in 2015 and has been a bit more active.

Unlike Google' authenticator, Microsoft's has been growing in popularity over the last few months. Slowly during the summer, but over the last couple of weeks, a lot faster.

In more absolute terms, Microsoft Authenticator saw downloads rise from 1.1M downloads per week in July to 2.1M downloads last week, according to our estimates.

Yes, more than two million people all around the world downloaded Microsoft's authenticator app last week. That's a lot more than I'd expected.

I wasn't sure if this surge was specific to Microsoft or if it was an increase for all apps so I compared it to Google Authenticator.

According to our App Intelligence, Google Authenticator's downloads didn't really change much between July and last week - both with roughly a million downloads.

I've used a bunch of different authenticator apps over the years but haven't used Microsoft's yet. Clearly, I'm in the minority.

Messaging, Authenticators, what's next?

App Intelligence for Everyone!

The insights in this report come right out of our App Intelligence platform, which offers access to download and revenue estimates, installed SDKs, and more! Learn more about the tools or schedule a demo with our team to get started.

Are you a Journalist? You can get access to our app and market intelligence for free through the Appfigures for Journalists program. Contact us for more details.

All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.

Tagged: #business

Related Resources

December Was BIG - The Highest-Earning Mobile Apps in December
Insights
December Was BIG - The Highest-Earning Mobile Apps in December

We crunched the numbers and ranked the highest-earning apps across the App Store and Google Play in December 2023.

Bluesky is Open to All - Will it Dethrone X?
Insights
Bluesky is Open to All - Will it Dethrone X?

About a year ago, a new competitor to X launched in private beta. On Tuesday, this competitor emerged out of beta and is...