Barracuda Networks has published the MSP Customer Insights Report 2025. The report outlines the findings of an international survey, highlighting how managed service providers (MSPs) have become crucial partners for businesses seeking to grow securely.
The survey, conducted by Barracuda in collaboration with Vanson Bourne, gathered insights from 2,000 IT and security decision-makers across the Americas, Europe, and Asia-Pacific. The findings highlight a universal need for MSPs’ security expertise and managed solutions, extending well beyond their traditional SMB customer base.
The research shows that:
· MSPs are vital growth partners. 53% of the organizations surveyed from India want MSPs to help them manage a spiraling number of disconnected security tools and vendors, and 58% turn to MSPs in India to find the right security solutions for their business. Just under half (48%) say they rely on MSPs for around-the-clock security coverage. These figures underscore the indispensable role MSPs play in modern cybersecurity landscapes.
· Most organizations partner with or want to partner with an MSP. 73% of respondents globally and 76% of India say they already work with an MSP, and this figure rises to 99% in India if you add those evaluating or considering collaboration.
· The MSP client base has expanded significantly. MSPs have traditionally been seen as a resource for smaller businesses, but the survey found that 85% of organizations with 1,000 to 2,000 employees now depend on MSPs for security support, compared to 61% of smaller companies with 50 to 100 employees.
· Over the next two years, there will be high demand for MSP expertise in AI and machine learning applications, as well as for network security measures such as zero trust and managed security operations.
· Customers are prepared to pay MSPs up to 25% more for the services and support they need. As many as 92% of organizations are willing to pay a premium for advanced support in integrating their security tools.
· In return, customer expectations are high. Customers will consider switching providers if their current MSP fails to meet key expectations. Concerns include the MSP’s ability to help them remediate and recover from a cyberattack, and the MSP’s security resilience. 45% of customers globally would switch if their MSP cannot demonstrate the skills and expertise required to deliver 24/7 security support. However, in India, more than half (55%) of respondents would switch if there is a breach or a successful cyber incident on their organization.
“These findings highlight the pivotal role MSPs play in helping customers navigate the complexities of modern cybersecurity,” said Brian Downey, VP of Product Management at Barracuda. “From addressing disconnected security tools to meeting high customer expectations for resilience and advanced support, MSPs face both unprecedented opportunities and significant challenges. At Barracuda, we are committed to empowering MSPs with the integrated security platform, 24/7 expert monitoring and support, and product innovations they need to not only meet these demands but also thrive in an evolving landscape.”
Barracuda commissioned an independent market research company Vanson Bourne to conduct a global survey of 2,000 senior security decision-makers in IT and business roles in organizations with between 50 and 2,000 employees from a broad range of industries in the U.S., UK, France, DACH (Germany, Austria, Switzerland), Benelux (Belgium, the Netherlands, Luxembourg), the Nordics (Denmark, Finland, Norway, Sweden), Australia, India, and Japan. The fieldwork was conducted in April and May 2025.
