Affinity Software Surpasses 3 Million Downloads, Threatening Adobe’s Dominance
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A new wave of creative software is disrupting the industry, as Affinity has achieved three million downloads in just over a month, signaling a potential shift in the professional design landscape. This rapid adoption rate stands in stark contrast to the nine years it previously took the company to reach the same milestone with its earlier software offerings before its acquisition by Canva last year.
The “Break the Lock-In” Strategy
Affinity’s success is largely attributed to a strategic move towards a free-to-use model, unveiled last month. The software now combines all of its tools into a single application, with advanced artificial intelligence (AI) features remaining the only components locked behind a Canva subscription. This approach, dubbed a “break the lock-in” strategy by industry experts, offers a compelling alternative to established players like Adobe.
“We’re blown away by the response to the new Affinity and the number of people choosing creative freedom in such a short space of time,” Affinity CEO Ash Hewson told PetaPixel. “It reaffirms our core belief that the industry is desperate for a change in the status quo and represents an incredible start to a movement which we believe will change professional design forever.”
Canva’s Influence and a Sustainable Model
The decision to make Affinity free aligns with Canva’s long-held belief that great design should be accessible to all. According to a company release, this is made possible by Canva’s established business model, which relies on offering powerful creative tools for free while generating revenue through optional paid features like premium content, collaboration tools, and advanced AI capabilities. This model has fueled Canva’s growth for over a decade and now enables Affinity to remain free indefinitely while continuing to innovate.
Initial user signups surged in the first week of availability, with Affinity reaching one million downloads in a single week. While the pace has slowed, momentum remains strong. This strategy echoes the success of Blackmagic’s DaVinci Resolve, but Affinity is experiencing growth at a rate 36 times faster than Resolve reportedly did.
Adobe Faces Growing Competition
A recent study by KeyBanc Capital Markets reveals growing dissatisfaction among Adobe customers. The survey found that two-thirds of Adobe users utilize the software more than anticipated, with 41% reporting a greater than 50% increase in usage time since subscribing. More significantly, 78% of respondents anticipate shifting spending away from the Adobe ecosystem.
“This is probably the most worrisome data point for Adobe,” the study notes. The research indicates that 53% of Adobe customers plan to increase spending with Canva and Figma, while another 25% intend to invest in AI tools from companies like OpenAI, Google, and Flux. Only a small fraction – 12% – believe Adobe will maintain its current position, and a mere 5% foresee Adobe gaining market share.
Implications for the Creative Industry
Affinity’s free model presents a significant advantage by capturing the educational pipeline, attracting students and institutions. It also provides a low-risk entry point for freelancers seeking alternatives to subscription-based software. Upgrading to a Canva subscription, starting at $7.50 a month for access to additional Affinity tools, remains optional and comparatively affordable.
The rapid adoption of Affinity underscores a growing demand for accessible and affordable creative tools, potentially reshaping the future of professional design. The company’s success signals a turning point, challenging the established norms and empowering creators with greater freedom and choice.
