It's a difficult task to find a truely independent, comparative evaluation of VPN services out there but broadly speaking the two top competitors would certainly seem to be Nord VPN and Express VPN the two top priced VPN services in the market.
The argument that you only get what you pay for with a VPN is probably true to an extent but Swedish Mullvad VPN mentioned by Randy certainly looks to be very good at roughly half the price of Express VPN. Their relative lack of internet visibility is probably due to a lack of affiliation with the "popular" web sites that write evaluations of software like this.
As a long time user of Express VPN I
can say that their 24/7 live chat support is excellent and unlike Nord don't seem to engage in the same sales hype the Nord do. For example if you go to the Nord site
The best online VPN service for speed and security | NordVPN you will see at the top a little panel listing your IP address and ISP and in red as "Unprotected" claim. Interestingly the IP address stated is not mine and the ISP is in a different country to where I am. That's because I'm using Express VPN. Mullvad do a similar thing on their site
Mullvad VPN - Privacy is a universal right with the distinct difference that they only state I'm not using Mullvad (in red) and my location which is the location created by Express VPN. A little more honest than "Unprotected" but that's just semantics.
So, it is a bit of a personal thing choosing a VPN and how I justify the cost:
My traffic in encrypted which decreases my ISP's access to the sites I visit or the files I access or transmit. This affords me a level of privacy especially in a foreign country or internet cafe. For that reason I also have Express VPN on my mobile devices for all those free WiFi sites. US Congress also made it legal for ISP's to sell your browsing data to third party advertisers.
It can, in some cases, get around local content restrictions and other kinds of censorship.
I use a Express VPN to access live streaming TV content from services I subscribe to in my home country. I have tried others that simply did not work.
Ease of use is also worth considering, Nord, Surfshark, Pure, Express and many others all claim easy installation but the only one I have tried that was truely easy was, and still is Express VPN but that was a few years ago.
I understand that a VPN is not a magic bullet affording me total anonymity and privacy, it is just one of a number of tools for that purpose and choice is, to some degree a matter of trial and error. Having said that I do think it is a valuable tool.
If I was just starting out I'd definitely try a cheaper one. Does Express being acquired by Kape concern me? No, not overly. Kape appear to be a genuine online security corporation, in their words, "Kape is a leading privacy-first digital security software provider offering a suite of solutions to protect consumers’ digital lives."
One of Express VPN's recent new features is an option to block trackers and malicious sites by blocking other apps from sharing your activity with third party trackers. Express also now have a Random Password Generator. I often think that when an app begins to include gimmicky features like this it's time to move on.