By Region, the study provides market insights into North America, Europe, Asia-Pacific, Middle East & Africa, and South America. In terms of revenue, North America held the largest share of 48.0% in the B2C VPN Market in 2022 and is expected to maintain its dominance during the forecast period.
Based on the surveys and research conducted, it is estimated that in North American nations VPNs are widely used for the digital security of devices and online accounts. For this, paid version of VPN is preferred as that support privacy and offer various other benefits at effective prices, thus gaining traction over free versions among individuals.
In the realm of VPN usage, the United States stands as a frontrunner, with a remarkable 66.8% awareness among its populace. Approximately one-third of Americans actively utilize VPNs, marking a notable surge from 24.7% in 2020 to the current 33.0% in 2023. This growth, however, experienced fluctuations, notably a dip in 2021, potentially correlated with the easing of COVID-19 restrictions. The typical American VPN user, predominantly male and aged between 25-44, hails from either Gen Y or Gen X. While 44.2% opt for free VPNs, Gen Y exhibits a preference for paid versions, emphasizing a commitment to enhanced online privacy.
Despite this, a significant portion of Gen Z, the digitally active generation, still favors free VPNs. The primary motivation behind VPN usage, with 43% seeking heightened online privacy and 33% emphasizing the digital security of their devices and online accounts. The trajectory of VPN awareness has witnessed a commendable uptick, with a substantial 6-percentage point increase between 2022 and 2023.
Figure3: B2C VPN MARKET SIZE BY REGION 2022&2032
Source: Secondary Research, Primary Research, Market Research Future Database, and Analyst Review
Further, the major countries studied in the market report are the U.S., Canada, Germany, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, Brazil and others.
North America, consisting of the US, Canada, and Mexico, stands at the forefront of technological innovation in B2C VPN market. The North American B2C VPN market is growing due to several factors. VPN usage in Canada has witnessed significant growth and awareness over the past four years. More than two-thirds of Canadians are familiar with VPNs, and 28.5% currently utilize them. The typical Canadian VPN user falls between the ages of 25 to 44, predominantly male, and belongs to Gen Y or Gen X. This demographic is financially stable, employed, and focused on saving for the future.
Despite high awareness, some users engage in potentially risky habits, as 29.5% opt for free VPNs. Gen Y exhibits the best VPN usage practices, with a preference for paid services to enhance online privacy.
The European B2C VPN market is witnessing immense growth opportunities, due to the rising demand for online privacy and secure internet access. Consumers are increasingly adopting VPN services for secure browsing, streaming, and data protection. Factors such as digitalization, remote work trends, and heightened awareness of cybersecurity contribute to the expanding market for VPN solutions in Europe.
The Asia Pacific area has the most emerging market in the VPN industry.5 This market is predicted to expand by 16% between 2020 and 2027, which is 2% faster than the global population's usage growth. With large populations and rising internet access in countries such as India, more people in the Asia-Pacific area will use VPNs in the future. The number of Chinese-language tweets about VPNs increased numerous times during November, when protests broke out in China owing to widespread discontent of the country's zero-Covid policy.
VPN-related tweets in Chinese increased by 184% on November 4 compared to the previous three-month average and stayed 159% higher the following day. This rise coincides to protests that erupted in Guangzhou at the same time.On November 14, 2020, Chinese-language VPN tweets increased 162% over the usual due to protests in Wuhan.VPN tweets in Chinese increased by 183% on November 29. VPN tweets were more than double the average both the day before and the day after this peak. These increases coincided with widespread protests in China.
While greater censorship in China will affect how all VPNs operate in China, only the best will be able to make adjustments and circumvent the restriction.
According to Atlas VPN's most recent VPN Adoption Index, virtual private network downloads will reach 353 million by 2022. Once again, Arab countries occupy the top of the rankings in terms of worldwide VPN adoption. The United Arab Emirates, Qatar, Oman, and Saudi Arabia occupy four of the top five positions on the list, with Kuwait ranking ninth. Last year, VPNs captured 31% of the market in these five countries.
The Atlas VPN study team examined and ranked 85 nations based on VPN usage in 2020, 2021, and 2022. Using the Sensor Tower and AppTweak services, the VPN download data was retrieved from the Google Play Store and the Apple App Store. The 45 largest VPN providers are included in the download data. VPN usage is increasing the most in Middle Eastern countries. 1 VPN adoption or penetration refers to the percentage of the country's population who downloaded VPN apps during the specified timeframe.
South America is witnessing a surge in demand for the VPN. The users are opting for free or trial version of VPN as it is cost-effective and meets the requirement. VPN awareness and usage surpass the global average in Brazil, where 75% are aware of VPNs, and one-third actively use them. Typical users, male and aged 25 to 44, primarily belong to Gen Y or Gen X. While free VPN usage is high at 52.4%, 39.0% opt for paid services, and 12.2% use corporate VPNs. Gen Y stands out, prioritizing privacy and security.
Security concerns drive VPN use, with 46.0% focusing on device and account protection, and 35.4% on safeguarding online privacy.
