4 weeks post Acrobat Studio launch, sentiment continues to be positive as media continues to ramp.

Week 4 Launch Highlights

• 76 media articles (109% of 30-day target)
• 407K paid media visits (-1% vs target)
• 1.9M visits to Acrobat Core pages on Adobe.com (+26% vs baseline)
• 1.6K Acrobat Studio orders were sold between Dec10-Jan7.

Acrobat Studio represented 6% of all Acrobat orders and 31% of A.com orders, with a high trial rate (95%) likely due to low familiarity.

PDF Spaces reached 35K MAU, with 89% of users creating a PDF Space. Usage is driven primarily by web (24K, 69%), followed by mobile (12K, 35%) and desktop (7K, 20%).

Marketing investments has accelerated from January 13, aligned with tax season and fiscal year-end trends.

76 stories have been published by week 4, reaching 109% of our 70-article, 30-day target. Coverage was driven by press briefings, virtual press conferences, and embargoed outreach across traditional and non-traditional media. Notable headlines include:

• “How document work will evolve with new Acrobat? – We’ve compiled a list of the top 10 news stories in 2025  with PDF Space” (Forest Watch / UVM: 2.7M)
• “The era of interactive PDFs begins! Adobe releases “Acrobat Studio” that will change the way we work.” (BIZNEWS365)
• “A new platform driving AI utilization in PDFs” (PC-Webzine)

Sentiment & Messaging:
Coverage remains 100% neutral-to-positive, with strong message penetration:

• Acrobat Studio transforms PDFs with AI (100%)
• Extract answers/insights with AI assistants (88%)
• Edit and create with Adobe Express (100%)
• Security and transparency (56%)

Every article included at least one key message (100% coverage).

PDF Spaces reached 35K MAU as of Dec31, with 89% of users creating a PDF Space. Usage is driven primarily by web (24K, 69%), followed by mobile (12K, 35%) and desktop (7K, 20%).

Among active users, 11% (3.9K) asked at least one question in PDF Spaces. Desktop leads in question askers with 1.5K users (39%), followed by web with 1K (26%). Notably, the question-ask rate is ~3× higher on desktop (21%) compared to web (7%).

Data source

Traffic Performance:

• Overall DC traffic increased 2% vs baseline
• 1,970,000 traffic to Acrobat core pages, outperforming baseline by 26%

Web Orders & CVR Performance:

• Overall DC web orders showed softness by -15%, with 0.02pts decline in conversion rate, which was offset by GNARPU, resulting in GNARR flat
• Acrobat Studio registered 1.6K web orders during  Dec10-Jan7.

SKU Shift Mix:

• Acrobat Pro order share decreased from 78% (baseline) to 57% on Acom
• Acrobat Studio contributed 31% of overall Document Cloud web orders

Launched localized ‘Do that With Acrobat’ campaign in 12/10 JST and Paid media drove 407K visits through Week4 (-1% vs target). Culturalized asset of JP specific use case launched on 1/13 JST with scaled-up media investment including linear TV.

What’s Next Demand Creation and Progression channels continue to scale towards the end of quarter:

• Boost paid media, including increased TV investment
• Launch additional use-case ads focused on PDF Spaces and citation
• Activate social campaigns featuring use-case content created by 26 assigned influencers

The Acrobat Studio release included four emails—two for Free users and two for Paid users.

Total
Total deliveries to Free users across the previous three sends (FY25 AIA release) were 26.7M, while the two Acrobat Studio sends reached 30M. When including the third Free delivery (sent on Jan 13), this represents an increase of approximately 170%.

Paid
In contrast, deliveries to Paid users decreased by 32.8% (actual total deliveries were 1.2M) due to the exclusion of All Apps users from the targeting.

Free
For Free users, CTR declined slightly from 0.04% to 0.03%. While SARR has not yet fully baked, the two release emails sent to Free users have so far generated SARR levels comparable to regular sends. For Paid users, clicks decreased to 3,429, consistent with the reduction in deliveries, while CTR remained flat.

Testing
For both Free and Paid users, we tested security‑related subject lines vs. non‑security subject lines to address concerns around AI security. From a release‑email perspective, security‑focused subject lines did not increase clicks.