1 of 108

VPN Awareness, Usage, and Consideration Tracker

August 2025

2 of 108

Usage Guidelines:

You may reuse the content, including graphics and data, for non-commercial purposes, under the terms of the Creative Commons license detailed below. When doing so, please credit the original source (NordVPN) and include a link to the study.

​

Official License Statement:

The Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) license

​

Contact:

If you are unsure about your use case or have any questions, please contact us at press@nordsec.com

​

2

3 of 108

Table of contents

Topics

Countries

Click on the button to be redirected

Category usage

Type of VPN in use

Purpose of VPN

Growth potential

The US

Germany

Switzerland

Spain

France

Italy

Belgium

Austria

Poland

Australia

The UK

Mexico

South Korea

Canada

The Netherlands

Sweden

Norway

Denmark

Brazil

Hong Kong

Taiwan

Japan

Singapore

Category awareness

4 of 108

Key takeaways

strong awareness growth of NordVPN and Surfshark

​

Surfshark also grew strongly. There are 8 markets where at least one Surfshark metric increased.

  • Its awareness increased most in Australia, Hong Kong, and Poland.
  • Surfshark awareness increased among Gen Z (18-28y). Increase among Gen X (45-60y) is also notable.
  • However, Proton VPN is catching up with Surfshark and has already overtaken Surfshark in some markets (Spain, Mexico, Brazil, France, Belgium, and Switzerland).

​

​

NordVPN awareness increased significantly in 13 markets over the last half of the year.

​

  • The growth is most notable in France, Mexico, Norway, and Poland.
  • NordVPN awareness increased among 18-44-year-old people.

​

NordVPN’s awareness increased mainly among competitors’ clients, but among new potential VPN users, awareness and consideration levels remain the same in Mexico, Norway, Italy, Belgium, and South Korea.

​

5 of 108

Key takeaways

the category and competitors

​

VPN category awareness increased in the UK and Sweden.

  • The category has expanded in the UK, and NordVPN and Proton VPN awareness have also.
  • In Sweden, NordVPN awareness remained the same despite the category growth.

​

​

Proton VPN awareness keeps growing, but consideration among new potential clients does not follow at the same pace.

​

  • Proton VPN awareness increased in 7 markets, mainly English-speaking and Spanish-speaking.
  • Consideration increased in the UK and the Netherlands only.

​

Norton’s consideration among new potential users increased in Australia, the UK, Belgium, and Taiwan.

​

​

6 of 108

Methodology

Fieldwork of last surveys:

2025 H1:

2025 Q1 - 10 February-3 March

2025 Q2 - May 19-30 (only USA, UK, DE, ES, FR, BR, KO)

2025 Q3:

August 4-26

​

Exact fieldwork dates:

​

Character meanings:

Statistically significantly less than in the previous period.� Statistically significantly more than in the previous period.

​

Fieldwork dates

Survey target group:

18-74 y.o. residents of the USA, Canada, Australia, the United Kingdom, Germany, Switzerland, Austria, Poland, Spain, Italy, France, the Netherlands, Belgium, Sweden, Norway, Denmark, Brazil, and Japan

18-64 y.o. residents Mexico, South Korea and Singapore

18-54 y.o. residents of Hong Kong and Taiwan

​

Sample size:

1000 respondents per country

800 in Spain, South Korea, Switzerland, Hong Kong, Taiwan and Singapore

​

Sampling:

Nationally representative sample among internet users

Quotas on age, gender and place of residence

​

Contacts:

Austria, Switzerland, Belgium, Hong Kong, Taiwan, Singapore - SYNO International panels

Poland, Sweden, Norway, Denmark - Norstat panel

All other countries - Cint panels

7 of 108

Category awareness

% from total population

‘23 ‘24 ‘25 ‘25

H1 Q3

Spain

Italy

Sweden

Denmark

The US

Canada

Australia

The UK

Germany

Switzerland

Austria

Poland

France

Norway

Belgium

The Netherlands

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

8 of 108

Category awareness: LATAM and Asian markets

% from total population

Hong Kong

Taiwan

South Korea

Japan

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

Mexico

Brazil

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

Singapore

‘22 ‘23 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

9 of 108

Category usage

% from total population

-Use a VPN

-Used a VPN before, but not now

​

Spain

Italy

Sweden

Denmark

The US

Canada

Australia

The UK

Germany

Switzerland

Austria

Poland

France

Norway

Belgium

The Netherlands

‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

10 of 108

Category usage: LATAM and Asian markets

% from total population

-Use a VPN

-Used a VPN before, but not now

​

Hong Kong

Taiwan

South Korea

Japan

Mexico

Brazil

Singapore

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

11 of 108

Type of VPN in use

-Paid VPN

-Free trial version of a paid VPN

-Corporate VPN

-Free VPN

The US

Canada

Australia

The UK

Germany

Switzerland

Austria

Poland

Spain

Italy

Sweden

Denmark

France

Norway

‘24 ‘25 ‘25

H1 Q3

Belgium

The Netherlands

‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

12 of 108

Type of VPN in use: LATAM and Asian markets

Hong Kong

Taiwan

South Korea

Japan

-Paid VPN

-Free trial version of a paid VPN

-Corporate VPN

-Free VPN

Mexico

Brazil

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

Singapore

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

13 of 108

Purpose of VPN: 2025 Q3

-To protect the privacy of my data and activities on the internet

-To ensure the security of my device and online accounts

-To be able to access specific content that is not available without a VPN

% from VPN users

Spain

Italy

Sweden

Denmark

The US

Canada

Australia

The UK

Germany

Switzerland

Austria

Poland

France

Norway

Belgium

The Netherlands

45% in ‘25 Q2

22% in ‘25 Q2

40% in ‘25 Q1

27% in ‘25 Q1

40% in ‘25 Q1

24% in

‘25 Q1

14 of 108

Purpose of VPN: 2025 Q3

-To protect the privacy of my data and activities on the internet

-To ensure the security of my device and online accounts

-To be able to access specific content that is not available without a VPN

Hong Kong

Taiwan

South Korea

Japan

Mexico

Brazil

Singapore

15 of 108

Growth potential 14 17 18 16

Non-users who consider starting to use a VPN

% from total population

Total consideration to start using in 12 months

-Only Paid VPN

-Only Free VPN

-Both

​

x

The US

Canada

Australia

The UK

Germany

Switzerland

Austria

Poland

Spain

Italy

Sweden

Denmark

France

Norway

‘23 ‘24 ‘25 ‘25

H1 Q3

Belgium

‘24 ‘25 ‘25

H1 Q3

The Netherlands

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

16 of 108

Growth potential

Non-users who consider starting to use a VPN�% from total population

Total consideration to start using in 12 months

-Only Paid VPN

-Only Free VPN

-Both

​

x

Hong Kong

Taiwan

South Korea

Japan

Mexico

Brazil

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘25 ‘25

H1 Q3

Singapore

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

17 of 108

The US

18 of 108

Category awareness, usage, type of VPN and potential

% from total population

Awareness

Usage

Type of VPN used

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

19 of 108

Brand awareness in the US

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

20 of 108

Brand consideration

among new potential users in the US

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

*small sample size, analyze with caution

First choice

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

21 of 108

Canada

22 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

23 of 108

Brand awareness in Canada

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

24 of 108

Brand consideration

among new potential users in Canada

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

*small sample size, analyze with caution

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

25 of 108

Australia

26 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

27 of 108

Brand awareness in Australia

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

28 of 108

Brand consideration

among new potential users in Australia

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

First choice

*small sample size, analyze with caution

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

29 of 108

The UK

30 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

31 of 108

Brand awareness in the UK

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

32 of 108

Brand consideration

among new potential users in the UK

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

33 of 108

Germany

34 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

35 of 108

Brand awareness in Germany

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Mozilla VPN

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

36 of 108

‘23 ‘24 ‘25 ‘25

H1 Q3

Brand consideration

among new potential users in Germany

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Mozilla VPN

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

37 of 108

Switzerland

38 of 108

Category awareness, usage, type of VPN and potential

% from total population

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

39 of 108

Brand awareness in Switzerland

% from those who know what a VPN is

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

40 of 108

Brand consideration

among new potential users in Switzerland

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

41 of 108

Austria

42 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

43 of 108

Brand awareness in Austria

% from those who know what a VPN is

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

44 of 108

Brand consideration

among new potential users in Austria

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

*small sample size, analyze with caution

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

45 of 108

Poland

46 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

47 of 108

Brand awareness in Poland

% from those who know what a VPN is

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

48 of 108

Brand consideration

among new potential users in Poland

First choice

Second choice

Total consideration

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘23 ‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

% from non-users who consider start using a VPN in the next 12 months*

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

49 of 108

Spain

50 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

51 of 108

Brand awareness in Spain

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Hola VPN

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24‘25 ‘25

H1 Q3

52 of 108

Brand consideration

among new potential users in Spain

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Hola VPN

‘23 ‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

53 of 108

Italy

54 of 108

Category awareness, usage, type of VPN and potential

% from total population

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

55 of 108

Brand awareness in Italy

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

PrivadoVPN

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

56 of 108

Brand consideration

among new potential users in Italy

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

PrivadoVPN

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Cisco

Avira

Proton VPN

‘23 ‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

57 of 108

France

58 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 months

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

59 of 108

Brand awareness in France

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Mozilla VPN

Opera

Free VPN

Opera

VPN Pro

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

60 of 108

Brand consideration

among new potential users in France

First choice

Second choice*

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

Second choice

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Mozilla VPN

‘23 ‘24 ‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

Opera

Free VPN

Opera

VPN Pro

*small sample size, analyze with caution

‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

61 of 108

Belgium

62 of 108

Category awareness, usage, type of VPN and potential

% from total population

‘23 ‘24 ‘25 ‘25

H1 Q3

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

63 of 108

Brand awareness in Belgium

% from those who know what a VPN is

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Mozilla VPN

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

64 of 108

Brand consideration

among new potential users in Belgium

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

*small sample size, analyze with caution

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Mozilla VPN

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

65 of 108

The Netherlands

66 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

67 of 108

Brand awareness in the Netherlands

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Citrix

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

68 of 108

Brand consideration

among new potential users in the Netherlands

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Citrix

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

69 of 108

Sweden

70 of 108

Category awareness, usage, type of VPN and potential

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

71 of 108

Brand awareness in Sweden

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Citrix

Mullvad VPN

Bahnhof

Integrity VPN

Telia VPN

72 of 108

Brand consideration

among new potential users in Sweden

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

Express

VPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Citrix

Mullvad VPN

Bahnhof

Integrity

VPN

Telia VPN

‘23 ‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

73 of 108

Norway

74 of 108

Category awareness, usage, type of VPN and potential

% from total population

‘24 ‘25 ‘25

H1 Q3

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

75 of 108

Brand awareness in Norway

% from those who know what a VPN is

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

PIA

Mullvad

VPN

F-secure

VPN

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

76 of 108

Brand consideration

among new potential users in Norway

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

PIA

Mullvad

VPN

F-secure

VPN

*small sample size, analyze with caution

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

77 of 108

Denmark

78 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

79 of 108

Brand awareness in Denmark

% from those who know what a VPN is

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness

HMA

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

PIA

Mullvad

VPN

F-secure

VPN

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

80 of 108

Brand consideration

among new potential users in Denmark

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

HMA

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

PIA

Mullvad

VPN

F-secure

VPN

*small sample size, analyze with caution

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

81 of 108

Mexico

82 of 108

Category awareness, usage, type of VPN and potential

% from total population

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

83 of 108

Brand awareness in Mexico

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

TunnelBear

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

PureVPN

IP Vanish

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

84 of 108

Brand consideration

among new potential users in Mexico

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

TunnelBear

PureVPN

IP Vanish

‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

85 of 108

Brazil

86 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

87 of 108

Brand awareness in Brazil

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

TunnelBear

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

88 of 108

Brand consideration

among new potential users in Brazil

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

TunnelBear

‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

89 of 108

Hong Kong

90 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

91 of 108

Brand awareness in Hong Kong

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

HMA

PureVPN

Hotspot

Shield

VPN

Unlimited

Vypr VPN

Open VPN

Ivacy VPN

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

92 of 108

Brand consideration

among new potential users in Hong Kong

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

HMA

PureVPN

Hotspot

Shield

VPN

Unlimited

Vypr VPN

Open VPN

Ivacy VPN

*small sample size, analyze with caution

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

93 of 108

Taiwan

94 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

95 of 108

Brand awareness in Taiwan

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

HMA

PureVPN

Hotspot

Shield

VPN

Unlimited

Vypr VPN

Open VPN

Ivacy VPN

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

96 of 108

Brand consideration

among new potential users in Taiwan

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

*small sample size, analyze with caution

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

HMA

PureVPN

Hotspot

Shield

VPN

Unlimited

Vypr VPN

Open VPN

Ivacy VPN

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

97 of 108

South Korea

98 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

99 of 108

Brand awareness in South Korea

% from those who know what a VPN is

*From 2024, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

Mullvad

VPN

Panda

VPN

Turbo

VPN

Unicorn

VPN

‘22 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘24 ‘25 ‘25

H1 Q3

100 of 108

Brand consideration

among new potential users in South Korea

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Cisco

Avira

Mullvad

VPN

Panda

VPN

Turbo

VPN

Unicorn VPN

‘24 ‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

101 of 108

Japan

102 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ‘25

H1 Q3

‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

103 of 108

Brand awareness in Japan

% from those who know what a VPN is

PIA

MillenVPN

Suika VPN

Sekai VPN

Kabeneko VPN

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

Private

VPN

Proton

VPN

Cisco

Avira

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

‘23 ‘24 ‘25 ’25

H1 Q3

‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘24 ‘25‘25

H1 Q3

Virus

Buster

’25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘21 ‘22 ‘23 ‘24 ‘25 ‘25

H1 Q3

‘23 ‘24 ‘25 ’25

H1 Q3

‘23 ‘24 ‘25 ’25

H1 Q3

‘23 ‘24 ‘25 ’25

H1 Q3

104 of 108

Singapore

105 of 108

Category awareness, usage, type of VPN and potential

% from total population

-Paid VPN

-Free trial version of �a paid VPN

-Corporate VPN

-Free VPN

-Use a VPN

-Used a VPN before, but not now

​

Total consideration to start using in 12 mo

-Only Paid VPN

-Only Free VPN

-Both

​

x

-Consider to change current VPN brand in 12 months

‘22 ‘23 ‘25 ‘25

H1 Q3

‘23 ‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

Awareness

Usage

Type of VPN used

Growth potential�in 12 months

Churn of �VPN brands �in 12 months

106 of 108

Brand awareness in Singapore

% from those who know what a VPN is

*From 2023, Prompted awareness is measured showing brand logos (not just brand name) to the respondents.

Top of Mind awareness (first spontaneous mentioning)

Spontaneous awareness (all spontaneous mentionings)

Prompted awareness*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

HMA

PureVPN

Hotspot

Shield

VPN

Unlimited

Vypr VPN

Open VPN

Ivacy VPN

‘22 ‘23 ‘25 ‘25

H1 Q3

‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘22 ‘23 ‘25 ‘25

H1 Q3

‘23 ‘25 ‘25

H1 Q3

107 of 108

Brand consideration

among new potential users in Singapore

First choice

Second choice

Total consideration

% from non-users who consider start using a VPN in the next 12 months*

NordVPN

Norton

McAfee

ExpressVPN

Surfshark

Avast

CyberGhost

Kaspersky

PrivateVPN

Proton VPN

Avira

HMA

PureVPN

Hotspot

Shield

VPN

Unlimited

Vypr VPN

Open VPN

Ivacy VPN

‘25 ‘25

H1 Q3

*small sample size, analyze with caution

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

‘25 ‘25

H1 Q3

108 of 108

108