Most McAfee subscribers renewed, while measured category exit outweighed rival movement
Next-year disposition of 21,920 paneled U.S. McAfee subscribers active in August 2023–August 2024
Share of prior-year McAfee subscribers
Source: YipitData U.S. e-receipt panel. The next-year window was August 2024–August 2025. Tracked paid-security brands were McAfee, Norton, Avast, and AVG.
Chart data
| Series | Share of prior-year McAfee subscribers |
|---|---|
| McAfee receipt in next year | 68.4% |
| No tracked paid-security receipt | 28.2% |
| Rival receipt after McAfee lapse | 3.4% |
How many McAfee subscribers were new switchers to a rival?
New switching was 0.7% of the prior-year McAfee base. The remaining 2.7% that lapsed and appeared at a rival had already paid both brands, rather than adding a competitor after McAfee disappeared.
Were lapsed McAfee subscribers more likely to add a rival?
No meaningful difference appeared in the supplied comparison: 2.1% of lapsed McAfee subscribers newly paid a rival, versus 1.9% of retained subscribers. Norton retained 78.6% of its comparable prior-year cohort, 10.2 percentage points above McAfee.
What can the missing receipts represent?
No tracked receipt can include households using free or operating-system security, retail purchases, or carrier and internet bundles that did not produce an observable e-receipt. It supports a comparison of measured paid-brand switching, not a claim that the household abandoned security protection.
Assumptions & Methodologies
We identified established U.S. e-receipt panelists with a McAfee or Norton receipt from August 2023 through August 2024 and checked the same users from August 2024 through August 2025. Retained means the same brand appeared in both windows; lapsed means it did not. Rival movement covered Norton, Avast, and AVG for McAfee users, and new switch required no prior rival receipt. The analysis observes emailed receipts, not free tools or receipt-invisible retail, carrier, or internet bundles, and does not establish why a receipt disappeared.