What You Need to Know about the Cybersecurity Market in 2024


The 2024 cybersecurity market is characterized by promising opportunities in the form of advanced technologies such as AI and ML for real-time threat intelligence. It’s also characterized by formidable challenges: the complexity of modern systems, deepfakes, synthetic identities and other emerging tech-related developments.  

Key Trends and Developments in the Cybersecurity Market

One notable trend among enterprises is the increasing convergence of disaster recovery, business continuity and cybersecurity – a convergence that highlights the need for a holistic approach to risk management. The dependence on digital infrastructure and connected systems makes businesses and governments highly susceptible to cyber threats. The proliferation of connected devices, cloud computing and IoT has expanded the attack surface for malicious actors to exploit. The increasingly distributed workforce and applications work model have accelerated the demand for security architecture guidance around cloud, edge, virtualized implementations, zero trust and endpoint detection and response (EDR) strategies.

Organizations are realizing that cybersecurity incidents can have cascading effects on their operations and their ability to recover from disruptions. Security breaches also inflict significant damage to a brand’s reputation and financial stability. By integrating cybersecurity into their disaster recovery and business continuity plans, organizations can minimize the impact of security incidents and ensure the uninterrupted availability of critical systems and services.

At the same time, cybercriminals and hacktivists are constantly devising new techniques and strategies such as social engineering and phishing to breach security defenses. These techniques exploit vulnerabilities, manipulating individuals into revealing sensitive data or granting access to protected systems. Consequently, human-centric security is gaining importance and is now a top concern for CISOs. A recent ISG article How to Reduce the Cybersecurity Risk Posed by Your Employees explains how behavioral psychology can provide insight into employees’ relationships with risk and help with implementing effective cybersecurity awareness education and training.

How Enterprises Can Improve Their Security Posture

Organizations are investing heavily in cybersecurity to safeguard their digital assets. They are adopting a proactive approach, recognizing that prevention is more effective and cost-efficient than recovery. This includes implementing robust security protocols, deploying cutting-edge threat detection systems, conducting regular vulnerability assessments and promoting a culture of cybersecurity among employees. Additionally, organizations are embracing the concept of defense in depth, deploying multiple layers of security to create a resilient and robust security posture.

The importance of cybersecurity at the board level cannot be emphasized enough. Recognizing the ramifications of security breaches, executives and board members are actively engaging in discussions on related strategies, risk appetite and investments. They understand that effective measures protect an organization's reputation and financial well-being and foster customer trust and loyalty. Executives, therefore, are seeking comprehensive insights into an organization's cybersecurity posture, including threat intelligence, incident response capabilities and ongoing security assessments.

Concurrently, regulatory bodies and governments are also shaping the cybersecurity landscape by enforcing stringent data protection regulations, imposing heavy penalties for non-compliance with industry-specific guidelines and establishing cybersecurity frameworks to guide organizations in their security endeavors. This regulatory environment further emphasizes the need for organizations to prioritize cybersecurity.

Government agencies are also strategizing new regulatory frameworks that shift accountability, incentivizing enterprises to set up the appropriate defense against critical vulnerabilities. The U.S. Securities and Exchange Commission (SEC) has put in measures highlighting the need for understanding the criticality of security risks among C-level executives and the requirement for increased transparency in dealing with breaches and threats. Enterprises will be required to disclose the cybersecurity-related experience of its board members, governance methods, risk analysis, management processes and incidents deemed malicious within four days of determining that such a situation has occurred.

Top 5 Trends in the Cybersecurity Market

ISG identifies the following developments in the market in its IPL™ Cybersecurity Solutions and Services 2023 study.

1. Increased adoption of XDR
XDR is an architectural approach that facilitates integrated detection and response capabilities for all internal data sources such as an SIEM system, a log management repository, a case management system or a security infrastructure across multiple external data sources of an enterprise. Ideally, an XDR approach consolidates multiple security tools to provide a unified solution that automatically monitors, analyzes, detects and mitigates threats. This AI-powered approach uses automation to improve the efficiency of security operations, enabling a cohesive view of threat signals and data across a security environment. XDR vendors use two main approaches in their offering: open and native.

  • An open XDR approach uses an enterprise’s security tools to provide a layer of integration across silos. Open XDR vendors are required to have extensive integration capabilities. Large organizations with a comprehensive security stack prefer open XDR to create a single management platform, regardless of the vendor ecosystem and pre-existing security environment.
  • A native XDR approach involves a single-vendor outlook as an all-in-one platform for security intelligence, in which the vendor takes responsibility for the set up and integrations, enabling rapid deployment and time to value. Typically, native XDR solutions can be integrated with other security products of the same vendor and have limited interoperability with other vendor security products.

2. Growth of passwordless authentication and zero-trust access
Passwordless authentication is a critical component of any zero-trust architecture used to elevate an enterprise’s security posture. Some enterprises eliminate passwords, whenever possible. However, to attain the actual state of zero trust, it is imperative to eliminate the need for password-based authentications by considering more passwordless authentication options.

  • Security solutions that offer passwordless authentication are gaining prominence among enterprises as they reduce user log-in friction and strengthen system resilience by adding an AI-powered layer of security.
  • Some identity and access management (IAM) vendors have acquired start-ups and technology companies to launch AI-driven passwordless authentication platforms that use behavioral data to interpret suspicious activities.

3. Acceleration of managed security services (MSS) and managed detection and response (MDR) services
MSS and MDR services empower enterprises to strengthen their cybersecurity frameworks, mitigate risks and respond effectively to security incidents. Organizations can focus on their core competencies by outsourcing these services to experts.

  • MDR: Phishing and ransomware attacks are the most common security breaches SMBs face. They need end-to-end threat detection and response capabilities to protect sensitive corporate data and assets. These businesses lack the budget and expertise to implement robust security measures and turn to MDR service providers for network and endpoint monitoring, incident analysis and response and proactive threat hunting.
  • MSS: Large enterprises need a full range of MSS, including data security, threat intelligence and analytics, incident response, security risk and compliance services and rapid response and recovery to cyberthreats. MSSPs help these enterprises develop and implement a comprehensive security strategy and roadmap.

4. Incident response assessments and virtual CISO services gaining momentum
With the adoption of remote work, cloud-based services and regulatory and compliance requirements for data privacy and security, enterprises must stay apace with the latest security trends and best practices. ISG notes a rising need for strategic security services among enterprises, especially for virtual CISO (vCISO) and incident response assessment services. The shortage of skilled experts is a challenge in the industry, and it is becoming increasingly difficult for enterprises of all sizes to hire well-qualified and experienced CISOs. As an alternative, some enterprises are choosing virtual CISO or CISO on-demand services from cybersecurity consulting firms, MSSPs and independent consultants. These providers focus more on SMBs with their well-defined and comprehensive vCISO services.

Large enterprises can better understand cyber resilience maturity and determine their detection, response and recovery capabilities throughout the breadth and depth of their security operations with the aid of incident response assessments.

5. Cybersecurity risk quantification gaining traction
Increasingly, enterprises are adopting proactive risk quantification to optimize their security investments. Behavior-based risk scoring, fueled by advanced analytics and machine learning, stands as the next frontier in prioritization. These solutions delve beyond simplistic "high/medium/low" scoring by examining user and system behaviors alongside traditional vulnerability assessments. This approach empowers organizations to target the most impactful threats, adapt controls dynamically, allocate resources efficiently and enhance threat detection and response capabilities.

Security providers can swiftly adapt their offerings to meet the surging demand for behavior-based risk scoring. Within this complex landscape:

  • Pure-play risk scoring engines: These companies focus solely on developing sophisticated algorithms and machine learning models that analyze user and system behavior to generate dynamic risk scores. They often integrate seamlessly with existing security solutions through APIs or cloud-based deployments.
  • MSS providers: Recognizing the complexity of interpreting and applying risk scores, MSSPs are increasingly incorporating behavior-based analysis into their offerings. They leverage these insights to enhance their digital forensics and incident response (DFIR) services, providing continuous monitoring and expert guidance to help organizations not only detect threats but also investigate and contain them before they cause significant damage. By combining advanced algorithms with their expertise in incident response, MSSPs empower organizations to translate risk scores into proactive actions, effectively turning the tables on potential attackers.

Enterprises must understand the importance of gaining cyber resilience and that investments in advanced security tools and solutions alone will not offer business continuity. ISG recognizes that businesses are currently grappling with a multitude of challenges, including cyber risks, threats and cyberattacks, compliance obligations and much more. To help them navigate these complex dynamics and identify the most suitable providers, ISG published the comprehensive IPL report on Cybersecurity Solutions and Services. Contact us to get access to the report and find out more about IPL research.


About the authors

Gowtham Sampath

Gowtham Sampath

Gowtham Sampath is a Manager with ISG Research focusing on emerging technologies and their impact on businesses. He is also responsible for authoring Provider Lens quadrant reports for Banking Industry Services and Analytics Solutions & Services market. Gowtham’s responsibility includes authoring ongoing research articles and blogs on the data analytics market covering a broad spectrum of verticals and across functional domains. In his role, he also works with advisors in addressing enterprise clients' requests for ad-hoc research requirements within the IT services sector, across industries. 
Bhuvaneshwari Mohan

Bhuvaneshwari Mohan

Bhuvaneshwari Mohan is a Senior Research Analyst in ISG Provider Lens.