Gen Digital
For security-conscious consumers and families seeking proactive protection against malware, identity theft, and online scams.
Norton 360 Security & VPN
Snapshot
Who is Gen Digital?
Protecting consumers from evolving digital threats and identity theft through an integrated suite of security, privacy, and restoration tools.
Target audience
Portfolio
Free 15Last updated
Norton 360 Security & VPN
v26.6.0.260416405
6mo ago
Publisher DNA
What defines Gen Digital?
Publisher DNA
Primary focus
Consumer cyber safety and identity protection
Scale
studio
Target audience
Security-conscious consumers and families seeking proactive protection against malware, identity theft, and online scams.
Portfolio momentum
Released 46 updates across 14 apps in the last 6 months with over 85% of the portfolio currently active — demonstrating intense development velocity.
Portfolio
What does Gen Digital ship?
Apps
15 apps analysed
ID Theft Protection on-the-go. Manage fraud alerts†, notifications and more.
Try Norton 360 with AI-powered malware protection, virus scanner & fast VPN!
Established brand trust drives high organic install velocity
- Core security features provide peace of mind for users monitoring device safety
- Subscription and billing transparency issues create significant friction for long-term users
- Users appreciate the sense of digital security provided by the active tracking protection features
- Frequent launch failures and app crashes prevent users from accessing the service after installation
Distributed across 20 markets, strongest in Europe.
Based on 3 of 15 apps with localized market data, more coverage rolling in as scans complete · last scanned .
Americas (4)
- United States3 / 3
- Brazil2 / 3
- Canada2 / 3
- Mexico2 / 3
Europe (9)
- France2 / 3
- Germany2 / 3
- Italy2 / 3
- Netherlands2 / 3
- Spain2 / 3
›+4 more europe markets
- Sweden2 / 3
- United Kingdom2 / 3
- Portugal1 / 3
- Turkey1 / 3
Asia-Pacific (7)
- Australia2 / 3
- India2 / 3
- Japan2 / 3
- Singapore2 / 3
- Indonesia1 / 3
›+2 more asia-pacific markets
- South Korea1 / 3
- Vietnam1 / 3
Core markets (3/3 apps)
User Sentiment
How do users feel about their apps?
0
Positive apps
1
Neutral / mixed
1
Negative apps
35/100
Avg sentiment score
Unlock the app dragging this portfolio down.
Access the full report for freeRivals
Who does Gen Digital compete with?
The rivals identified
Nemeses(5)
With over one million reviews, this app dominates the niche for browser-based tracking and ad prevention, serving as the primary benchmark for user expectations in this category.
Users report: Both apps compete for the same Android security market by offering overlapping features like malware scanning, VPN, and scam protection to mobile users.
Both apps target privacy-conscious mobile users, but 1.1.1.1 + WARP captures the casual segment through a free, one-touch connection model that contrasts with the annual subscription requirement of Norton VPN.
Users report: Both apps target mobile users seeking identity protection and malware defense, creating direct competition for the same security-conscious user base.
Both apps compete for the same mobile user base seeking free, unlimited bandwidth VPN services for public Wi-Fi security and browsing. They overlap directly in the core utility of providing encrypted internet access via worldwide server networks.
Contenders(24)
A dominant force in the privacy utility space that leverages strong brand recognition and extensive server infrastructure.
Both apps target privacy-conscious mobile users, with Norton VPN bundling security features while Avast Secureline focuses on one-button public Wi-Fi encryption.
Users report: Both apps compete for the same Android security audience by bundling VPN and malware protection, forcing users to choose between Norton's subscription-only model and Avira's freemium utility suite.
Users report: Both apps target mobile users seeking identity theft protection and malware scanning, creating direct competition for the same subscription-based security market.
Both applications target privacy-conscious users by providing encrypted connections and no-logs policies, competing directly for the same security-focused demographic.
Phone Guardian targets the casual security segment by offering free Wi-Fi protection.
This app aggressively integrates privacy-focused search, AI, and VPN services into a single, high-velocity release cycle.
A premium-positioned competitor that emphasizes ease of use and high-performance connectivity for privacy-conscious users.
NordVPN competes for the same mobile security audience by offering overlapping VPN and web-protection features, forcing users to choose between a focused privacy tool and a broad security suite.
Surfshark competes by bundling VPN, antivirus, and identity protection tools, directly overlapping with the comprehensive mobile security suite offered by Norton 360.
Provides a comprehensive security suite that combines privacy tools with traditional antivirus and device optimization features.
Users report: Both apps compete for the same mobile security audience by offering overlapping antivirus, VPN, and scam protection features on Android.
Both applications target mobile users seeking identity and device security, directly competing for the same subscription-based utility market.
Both apps target mobile users seeking encrypted internet access and secure browsing, competing for the same privacy-conscious Android user base.
Betternet competes by offering a free entry point that captures casual users who churn from the mandatory annual subscription model required by Norton.
Both apps target privacy-conscious mobile users with overlapping security suites, including VPN and identity protection, forcing a choice based on subscription value and account management.
Users report: Guardio competes for the same audience of individuals seeking automated identity and scam protection, directly challenging the subscription-based security model used by Norton 360.
Both services target privacy-conscious users requiring multi-device protection, with Norton bundling security features while IPVanish focuses on high-speed server infrastructure.
Both apps target the mobile security segment, offering VPN services and threat scanning for iPhone users.
Users report: Both apps compete for the same mobile security audience by bundling VPN, virus scanning, and network inspection tools into a single interface. They target users seeking protection from identity theft and digital threats on personal devices.
Both services target privacy-conscious users through subscription models, creating direct competition for individuals seeking encrypted internet access across mobile and desktop platforms.
Both apps target mobile users with overlapping security suites, specifically competing on spam mitigation and device protection features.
Both apps target privacy-conscious mobile users with VPN services, competing for the same subscription-based security market on iOS.
Both services target privacy-conscious households with bundled security features, creating direct competition for users seeking multi-device protection and identity monitoring.
Same space(35)
Users report: This app functions as a direct alternative security suite, bundling identity monitoring and scam detection similar to Norton's core offering.
Focuses on the communication privacy niche by specifically targeting spam calls and SMS messages.
A browser-centric utility that differentiates itself through built-in free VPN and AI-assisted browsing tools.
A large-scale communication utility that relies on community-driven data to identify unknown callers.
This app provides a specialized privacy layer for identity protection that Norton users often seek for online transactions and dating.
Targets privacy-conscious mobile users by integrating VPN functionality directly into the web browser, reducing the need for a separate VPN app.
Hotspot Shield serves the same mobile security market by providing regional content unblocking and secure Wi-Fi access.
AntiVirus Clean Master provides a basic antivirus and file management utility overlapping with device maintenance features.
Users report: This browser captures the same privacy-focused audience as Norton by integrating ad-blocking and security tools directly into the web experience.
Users report: Bright Money targets the same debt-sensitive demographic as LifeLock but focuses on automated debt repayment rather than identity theft protection.
Users report: Phylax offers a specialized scam protection tool for seniors that complements broader security offerings.
ClearScore provides credit monitoring services similar to LifeLock, focusing on Canadian users seeking to understand their financial standing.
SecureClean focuses on storage optimization and file management, providing a lightweight alternative to broader security suites.
Offers a high-volume, free alternative for users who want simple, one-tap access without the subscription friction found in Norton.
Credit Karma captures the same credit-conscious user base as LifeLock by offering free score monitoring as a lead-generation funnel for financial products.
Credit Genie serves the same paycheck-to-paycheck audience as LifeLock by providing immediate liquidity through cash advances.
Positions itself as a premium, high-performance alternative for users who prioritize connection speed and global server reach over bundled security suites.
Provides a high-speed, stable connection for streaming and social media, targeting users who experience performance issues with Norton.
This app serves as a low-friction alternative for users prioritizing immediate connectivity without account creation, contrasting with the formal setup required by Norton.
Users report: Hiya offers a specialized spam filtering utility that overlaps with scam protection features.
Targets casual users who prioritize ease of use and free access, contrasting with Norton's subscription-heavy model.
A vpn and security app competing with Norton VPN – Fast & Secure.
Focuses on a clean, ad-free VPN experience for daily use, appealing to users who find Norton's suite interface cluttered.
LIFE-Web Desk serves existing cardholders, acting as a utility for account management rather than the proactive security monitoring provided by LifeLock.
Users report: Scam Shield competes with scam protection features by offering network-integrated call blocking for subscribers.
A major browser competitor that incorporates tracking prevention as a native, free feature for all users.
Serves as a privacy-focused browser that competes for the same user attention by embedding tracking protection directly into the browsing experience.
This app addresses the storage management needs of mobile users, acting as a secondary utility alongside Norton's security focus.
Adjacent utility that manages home network security, capturing the same user base that relies on Norton for device-level protection.
Targets the same privacy-conscious demographic as Norton but utilizes an open-source model to attract users who distrust proprietary security suites.
Provides a similar location-masking service but faces churn issues due to its aggressive gating of free server locations.
Captures a massive user base by offering a simple, one-tap connection that appeals to users who find Norton's suite-based authentication too complex.
My Mobile Secure VPN offers a free, unlimited VPN service as a low-cost alternative to subscription-based tools.
Phone Security targets the iOS utility market by combining device cleanup with basic security scanning features.
Phone Security: AI Cleaner provides basic device maintenance and security scanning overlapping with core utility features.
New entrants(2)
Users report: OwlGuardian provides a human-in-the-loop scam detection service as a specialized alternative to automated protection.
A virtual private network app competing with Norton VPN – Fast & Secure.
Frequently asked questions
How many apps does Gen Digital publish?
What kind of apps does Gen Digital make?
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In how many countries are Gen Digital's apps available?
What fed this analysis
- Apps analyzed:
- 14
- With full intel:
- 0
- With overview:
- 14
- Website scraped:
- yes
- Social presence:
- yes