Obviously, this is about paid products.
I’ll give an example from myself and expect to get some burn for using Norton Lifelock but it was just the best deal in my country and lab results weren’t bad enough to prevent me from buying.
Current prices in my country;
ESET Security Premium 3 devices 1 year costs 65.4 USD
Kaspersky Security Cloud Personal 3 devices 1 year costs 48.0 USD
Sophos Home Premium 10 devices 1 year costs 46.8 USD
Bitdefender Total Security 5 devices 1 year costs 36.6 USD
Norton 360 Deluxe 5 devices 2 years costs 34.9 USD
Emsisoft Anti-Malware Home 3 devices 1 year costs 33.6 USD
(I always need multi device licenses because I also have my SO’s computer in mind.)
ESET, Bitdefender, Kaspersky, Sophos and Emsisoft are the usual suspects when someone asks for good paid services. Norton is usually laughed at. But it was the best deal for me. BTW, I didn’t get it just because it was the best deal. Before I placed my order at the time, I checked av-test org, av-comparatives.org and SE Labs results, and Norton didn’t look bad in those. Went ahead with the purchase, and I don’t know if it’s worse than Kaspersky or even if it is, I don’t know how much. But the product is pretty OK for someone like me, who never uses such things as torrents or cracked games or some other shady things. (Interestingly Norton reviews in the US mentions it’s being expensive, haha.)
Ah, it took longer than I expected. In short;
If you want to have a paid service, it’s always important to look out for the best deal for yourselves. The market has enough number of good products to make competition work. Cheers.