B2C VPN Market Size was valued at USD 845.7 Million in 2022. The B2C VPN Market industry is projected to grow from USD 923.5 Million in 2023 to USD 2,714.8 million by 2032, exhibiting a compound annual growth rate (CAGR) of 12.7% during the forecast period (2023 - 2032).
For years, consumers have been concerned about the security and privacy of their connections. When the pandemic struck in 2020, VPN demand surged, owing to increased home internet use and the emergence of remote work. People also use Virtual Private Networks (VPNs) to overcome limitations whenever governments throughout the world try to control the populous by disrupting internet access. During the upheavals that often accompany such measures, these anti-censorship technologies are frequently the only method for people affected by social media blocks to interact with one another.
Figure1: B2C VPN Market, 2019 - 2032 (USD Million)
Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review
As consumers become more conscious of the threat to their data security, more people are turning to virtual private networks, or VPNs. The growing popularity of VPNs, which allow individuals to circumvent network outages and censorship, is a reaction to governments' increasing meddling with the internet. In a study of Surfshark customers done in 2022, 43% cited security as their primary motivation for using VPNs, 25% for streaming services, 21% for privacy and accessing content, while only 3% said they were using them for work. Sensing a market opportunity, a number of US tech behemoths have begun to introduce exclusive services aimed at consumers seeking online anonymity. Google said in March that it will provide a VPN connection capability for Google One, its subscription cloud service for individual users, in 22 countries. Since 2021, Apple has provided iCloud Private Relay, a function similar to a VPN, to clients of its premium cloud service. According to the company, the function may make it impossible for third parties to identify the websites visited by users of Apple's Safari web browser.
Many people use VPNs to access content that is not available in their home countries and to circumvent regional restrictions on video streaming servers in other countries. These workarounds can violate the terms of service of streaming services. According to a 2022 study by the U.S. human rights organization Freedom House, internet freedom has fallen globally for the 12th year in a straight. Russia was among the 70 countries surveyed where online freedom has suffered the worst. Russia's score on a 100-point scale fell seven points to 23, owing to the country's shutdown of access to major social media platforms such as Facebook and Instagram following its invasion of Ukraine. Apple is said to have removed VPN apps from its Chinese app store, prompting human rights groups to accuse the corporation of assisting the Chinese government's online censorship operations. As the risk of government interfering with data sent via the internet grows, so will the desire for new technology to keep users' actions hidden from prying eyes.
The increasing frequency of cyberattacks around the world is one of the primary drivers of VPN usage, as it provides a secure and encrypted connection that protects user data and activities from cyberattacks. With the frequency and sophistication of cyberattacks rising, many people are turning to VPNs for online security.
More agile hackers and ransomware focused on leveraging collaboration tools used by remote workers and schools and educational institutions that switched to e-learning during the pandemic, as well as a substantial rise in attacks on medical facilities, are attributed to the increase in cyberattacks.
The global surge in cyberattacks has raised awareness of online security and the need for safe online connections. As a result, VPN adoption is projected to rise as people seek ways to protect their online activities and data. According to IBM, the Asia-Pacific area will be the most attacked for the second consecutive year in 2022, accounting for 31% of all incidents resolved globally.
Between October 2021 and September 2022, malware was the most common type of cyberattack on financial and insurance organizations. The assault vector targeted around 40% of the world's organizations. System anomalies came in second with 20% of organizations reporting such cyberattacks, followed by network and application anomalies with 23%.
B2C VPN - Type Insights
Based on the type, the market is segmented into remote access VPN, site to site VPN, personal VPN and mobile VPN. The personal VPN segment holds the largest share of 60.4% in 2022 and is expected to grow at 17.6% CAGR during the forecast period. A personal VPN can perform the task of hiding the IP address from prying eyes. The data usage and storage practices of a VPN's provider determine its level of security. Forty percent of internet users use VPNs for general privacy purposes, such as protecting their personal data, while nearly half use them for general security purposes, such as preventing identity theft.
Figure2: B2C VPN Market, by Type, 2022 & 2032 (USD Million)
Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review
B2C VPN Regional Insights
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, MRFR 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.
The B2C VPN Market is characterized by the presence of many regional and local vendors. The regional market is highly competitive, with all the players competing to gain a larger market share. The vendors compete based on cost, product quality, reliability, and aftermarket services. Therefore, vendors globally provide cost-effective and efficient products to survive and succeed in a competitive market.
The consumer VPN market is competitive, with more and more companies vying for the top of the lucrative data privacy and security pyramid. The ever-increasing demand for evading geo-restrictions and protecting your mobile, desktop, and Internet of Things (IoT) devices is driving supplier growth. Coupled with more affordable prices, it's evident that VPNs are transitioning from a business-only or solely tech-savvy market to something that's becoming more widely used. Virtual Private Networks (VPNs) have evolved from a niche tool for privacy obsessives to an increasingly important consumer product utilized by individuals of all backgrounds all over the world in the last decade. Consumer VPNs' popularity continues to rise in 2022, and this once-obscure piece of software is on the edge of becoming a common internet security tool.
The market for B2C virtual private network (VPN) has been witnessing significant growth over the forecast period, driven by the growing demand for user privacy across economies. There exist several local, regional, and global players in the B2C virtual private network (VPN) market who continuously strive to gain a significant share of the overall market. During the study, MRFR has analyzed some of the major players in the global mobile security market who have contributed to the market growth. These include ExpressVPN, NordVPN, PrivateInternetAccess (PIA), ProtonVPN, CyberGhost VPN, IPVanish, CiscoAnyConnect, VPNWholesaler, SurfShark, Hotspot Shield, PureVPN and various other companies.
B2C VPN Type Outlook
B2C VPN Regional Outlook
| Report Attribute/Metric | Details |
| Market Size2022 | USD 845.7 Million |
| Market Size 2023 | USD 923.5 Million |
| Market Size 2032 | USD 2,714.8 million |
| Compound Annual Growth Rate (CAGR) | 16.7 % (2023-2032) |
| Base Year | 2022 |
| Market Forecast Period | 2023-2032 |
| Historical Data | 2019- 2022 |
| Market Forecast Units | Value (USD Million) |
| Report Coverage | Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends |
| Segments Covered | Type, and Region |
| Geographies Covered | Europe, North America, Asia-Pacific, Middle East & Africa, and South America |
| Countries Covered | The U.S, Germany, Canada, U.K., Italy, France, Spain, Japan, China, Australia, India, South Korea, Brazil, and others. |
| Key Companies Profiled | ExpressVPN, NordVPN, PrivateInternetAccess (PIA), ProtonVPN, CyberGhost VPN, IPVanish, CiscoAnyConnect, VPNWholesaler, SurfShark, Hotspot Shield, PureVPN |
| Key Market Opportunities | · Growing number of cyberattacks to increase demand for VPN · Cost factor associated with B2C VPN |
| Key Market Dynamics | · Increased usage during covid-19 pandemic · Increasing demand for content with geographical access restrictions and better access to entertainment content · Growing use for privacy reasons |
Frequently Asked Questions (FAQ) :
The B2C VPN Market size is expected to be valued at USD 845.7 Million in 2022.
The global market is projected to grow at a CAGR of 12.7% during the forecast period, 2023-2032.
North America had the largest share of the global market.
The key players in the market are ExpressVPN, NordVPN, PrivateInternetAccess (PIA), ProtonVPN, CyberGhost VPN, IPVanish, CiscoAnyConnect, VPNWholesaler, SurfShark, Hotspot Shield, PureVPN
The Personal VPN category dominated the market in 2022.
Team Lead - Research she holds an experience of about 6+ years in market research and business consulting, working under the spectrum of information communication technology, telecommunications and semiconductor domains. aarti conceptualizes and implements a scalable business strategy and provides strategic leadership to the clients. her expertise lies in market estimation, competitive intelligence, pipeline analysis, customer assessment, etc.
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