2025 antivirus market report: trends, stats and forecasts

The antivirus market was valued at $4.13 billion in 2024 and researchers predict it to grow by 13.9% within the next 5 years. But with modern devices having integrated security software, what makes these predictions so optimistic? To answer this question, Cybernews conducted a study on the antivirus market trends and potential future shifts.

It’s important to note that third-party security software is not without fault. Kaspersky, for example, was banned in the US over allegations of ties to the Russian government. We asked readers if that affected their trust in antivirus software.

Big city residents invest in antivirus more

Both computer and mobile device antivirus users are largely from big cities. However, it’s worth noting that mobile device users prefer password managers over antiviruses as their primary tools of digital security. Interestingly, most password manager users are from medium-to-small towns and cities.

In a way, it’s not really surprising. People who live in big cities or Washington DC (where 100% of respondents use an antivirus) either tend to encounter cybersecurity threats in their line of work or earn enough to invest in advanced device protection. While mobile device security software users may not be from medium-to-high-income households, they would, at the very least, invest in the most sensitive data protection.

People of any income, age, or residential location tend to use antivirus or other data protection software. Those who do not use any security software are a minority, even among low-income households. This shows a smart attitude towards data protection, as anyone can fall victim to digital financial crime.

The US regions with the highest percentage of antivirus or password manager users are Northeast, West, and South. The regions with the highest percentage of users who do not use anything to protect their devices are the West and Midwest (1-10% of respondents). In this case, the biggest difference in attitude toward data security is between the Northeast and Midwest regions.

Smartphone users want free, but choose reliable

Most smartphone users (64%) use built-in security software to protect their devices. Those who do use a third-party antivirus prefer free services (29%) over paid ones (27%). By contrast, most PC users use some sort of security software.

Interestingly, based on popularity of specific brands, the free AVG service falls behind paid McAfee or Norton services for both PC and mobile device antivirus users. This slightly contradicts the respondents’ statements about preferring a free third-party antivirus over paid. McAfee dominates in all US regions except South, where Norton is the leading provider. The free AVG service has the highest percentage (20%) of users in the Northeast region of the US.

So, for those who do choose to invest in an antivirus, it does not matter if the service is free. The most important aspects are brand reliability, popularity, and security features.

People invest in antivirus software for personal protection

Most of the respondents noted that the key motivation for getting an antivirus was investment in personal data protection rather than professional necessity or bad personal experience. This shows that people do not wait for something bad to happen to them, nor do they have to be forced into using software by their workplace to take an interest in cybersecurity.

Investment in personal device security comes in many forms. Crypto traders might need protection against phishing and ransomware to safeguard their finances. Parents might want to install security software to protect their children’s devices from malware. Essentially, everyone who uses the internet is susceptible to cybercrime, as modern threats are highly advanced and hardly noticeable, even for tech-savvy people.

Survey respondents seem to think the same, as despite the fact that 67% were never affected by cybercrime, 49% are using antivirus software to protect their personal data and devices. Also, despite 46% of respondents having antivirus software at the time they were affected by cybercrime, only 10-18% would not rely on antivirus protection due to doubts about its reliability. This further proves that people generally trust antivirus software.

The most used antivirus brands are McAfee and Norton

If there’s one thing our survey confirms, it’s that in the antivirus world, name recognition still punches hard. When asked which third-party antivirus software they use, readers overwhelmingly picked McAfee (39%) and Norton (31%) – brands that have been reliably protecting users' systems since the dial-up era.

These legacy players might not be sexy, but they are, apparently, sticky. McAfee and Norton not only dominated desktop use but held strong on mobile as well, with 36% and 33%, respectively. The reasons for this loyalty – whether trust, bundling with new devices, or habit – are less clear.

Free antivirus software is losing ground

What’s interesting is the subtle retreat of free antivirus options. AVG (14% desktop, 15% mobile) and Avast (11% desktop, 11% mobile) – long considered go-to choices for the zero-dollar crowd – are still here, but they’re clearly outpaced. That gap hints at a shift: users might be growing wary of “free” solutions that monetize through data collection or aggressive upselling.

It’s also worth noting that many so-called free antivirus tools aren’t exactly “free” in the privacy sense. Avast, for instance, came under fire for selling user data through its now-defunct subsidiary, Jumpshot. That kind of headline tends to linger.

Users are quitting antivirus for built-in security and control

But here’s where the story gets more interesting. While McAfee and Norton compete for market leadership, a significant number of users are choosing alternatives altogether.

When asked why they don’t use a third-party antivirus – especially on smartphones – the top answer wasn’t price, or performance, or trust issues. It was this: “I rely on my operating system’s built-in security.” That’s 44% on mobile, 39% on desktop.

That’s a clear nod to the growing confidence in native protections like Windows Defender and Apple’s sandboxed iOS ecosystem. Combine that with other top answers – “I don’t want to pay” (31% mobile), “I’m concerned about privacy” (26%), and “I trust my own browsing habits” (18%) – and a picture starts to form.

This isn’t a careless user base ignoring digital hygiene. It’s a skeptical, maybe even jaded audience that:

• Doesn’t trust antivirus companies not to spy on them
• Believes modern OSes have closed the gap
• Feels they can do better with VPNs, firewalls, and a bit of common sense

And let’s be honest: they’re not wrong. Today’s malware doesn’t spread like it did in 2004. It’s targeted, stealthy, often more about phishing than file-infecting. For many users, that shifts the value proposition away from full-blown antiviruses and toward layered security.

Who’s paying for protection

Cybersecurity might be marketed as a universal need, but antivirus adoption is anything but universal. Our survey data reveals that device protection – like so many things in tech – is filtered through age, income, education, and even gender.

Age: Boomers buy, Gen Z tries ad blockers

Antivirus use peaks among the 35-45 age group, many of whom came of age during the rise of phishing emails, spyware, and Nigerian prince scams. They know what’s out there, and they’re willing to pay to avoid it. Meanwhile, older adults (45+) are twice as likely to pay for antivirus protection compared to younger users, reflecting both a higher level of concern and, often, more disposable income.

On the other end of the spectrum, younger users – especially those aged 18-25 – are charting a different path. Rather than traditional antivirus software, they tend to favor ad blockers and VPNs as their primary line of defense. It's not that they don't care about security, it’s that they see the threat landscape differently.

The group least likely to use any form of device protection consists of users aged 25-35. Whether it’s trust in built-in tools, digital burnout, or just other priorities taking the lead, this cohort stands out for its minimalist approach to cybersecurity.

Income and spending: different resources, different choices

When it comes to income, a pattern emerges: people with more financial flexibility are more likely to invest in antivirus software. Particularly premium suites that bundle in extras like identity theft protection, secure cloud storage, or parental controls.

But users in lower income brackets aren’t simply skipping protection. Instead, they're often relying on alternative strategies like using free tools, adopting safe browsing habits, or utilizing native OS security features. These approaches can be smart and effective, especially when combined with a strong understanding of how online threats actually work.

Among those who reported not using any third-party antivirus at all, many indicated financial constraints as a factor. Others noted that their decision had less to do with cost and more with trust, performance concerns, or the belief that antivirus tools aren’t necessary in today’s ecosystem.

Education: awareness drives action

Education level appears to correlate with both awareness and action. Users with advanced degrees were significantly more likely to use antivirus software, especially on mobile devices. Many of these respondents also reported using password managers and VPNs, suggesting a layered, proactive approach to digital security.

At the same time, those who said they don't use any kind of antivirus or security software were more likely to report having fewer formal educational opportunities. But that doesn’t imply carelessness. Instead, it often reflects broader issues of access, awareness, and digital inclusion. It’s a reminder that cybersecurity education isn’t just about information – it’s about reach.

Interestingly, while users without high school diplomas were more likely to report experiencing cybercrime, those with advanced degrees were more likely to report serious impacts from those incidents. It seems that higher education may bring with it higher digital stakes – more accounts, more data, more to lose.

Men use more PC antivirus, women report more cybercrime

Across the board, more men than women reported using antivirus software on their PCs (65% vs 55%). But the gender gap narrows – and sometimes reverses – when it comes to mobile device protection. Women, for example, were just as likely to use password managers as men, and were more likely to report experiences with cybercrime overall.

That said, a slightly higher percentage of women reported using no security tools on their devices, potentially reflecting a difference in how threats are perceived or how tech tools are marketed and introduced.

Urban vs rural: access shapes habits

Geography also plays a role. Users in urban and suburban areas were more likely to report using antivirus software, password managers, and VPNs. This suggests that access to both infrastructure and digital literacy resources may influence these decisions.

In contrast, respondents in rural areas were more likely to say they didn’t use any third-party security tools at all. But again, this likely reflects broader systemic factors – like connectivity, affordability, and support – rather than individual negligence.

Privacy concerns drive informed users away from popular antivirus brands

Users who consider themselves tech-savvy or cybersecurity-aware tend to avoid mainstream antivirus brands. Instead of relying on pre-installed or widely advertised tools, they often choose more specialized options like Malwarebytes, Bitdefender, or open-source antivirus software. These tools are typically lighter, more configurable, and less aggressive with data collection.

Many of these users are selective about what runs on their devices. They don’t want security software that’s bloated, intrusive, or tracking their behavior in the background.

A growing number, especially among younger users, choose not to use any third-party antivirus at all. Their top concern? Privacy. Several survey respondents said they don't trust antivirus companies that collect user data or run unclear background processes. They’re aware that some antivirus vendors have been caught selling user data in the past – and that track record matters.

Instead, these users often build their own protection setup using a combination of built-in OS security, VPNs, ad blockers, and safe browsing habits. For them, security isn’t about installing one big product but about staying informed, in control, and as private as possible.

The future of antivirus

As of 2025, the global antivirus software market is valued at $4.23 billion. It’s expected to grow to $5.52 billion by 2029, with a projected annual growth rate of 6.9%.

What’s fueling that growth? A few key factors: the threat of ransomware and advanced persistent threats (APTs), increased integration with endpoint security tools, and growing concerns over securing Internet of Things (IoT) devices.

AI-powered malware detection: promising tech, but users want clarity

Artificial Intelligence is starting to play a larger role in how antivirus software identifies and responds to threats. Industry reports show that a growing number of cybersecurity companies are integrating AI-driven tools into their products, particularly for detecting advanced, fast-moving malware that traditional signature-based methods often miss.

But while the industry is pushing AI forward, user trust is still developing.

Our survey showed that on desktop, 42% of users said they’re interested in using an AI-powered antivirus, while another 38% said they might be if they better understood how it works. On mobile, the numbers shift slightly: 36% expressed interest, and 41% want more information first.

The takeaway? People are open to AI-driven protection, but they’re not ready to trust what they don’t understand. Transparency around how AI detects threats – and what it does with user data – will be critical if antivirus providers want to close that trust gap and drive adoption.

Transition to cloud-based antivirus solutions

The shift from traditional, locally installed antivirus software to cloud-based solutions is gaining momentum. Cloud-based antivirus tools offer several advantages, including real-time updates, reduced system resource consumption, and enhanced scalability.

This transition aligns with the broader trend of integrating cloud computing into various aspects of technology infrastructure to improve efficiency and responsiveness to emerging threats.