Although Norton (Symantec) and McAfee are as good as any other well known anti-virus program, they require numerous services and running processes that consume a lot of system resources and often results in complaints of high CPU usage. Anti-virus software components insert themselves deep into the operating systems core where they install kernel mode drivers and resource heavy processes that load at boot-up. Those issues plus the cost factor are the primary reason many folks look for a free alternative. IMO, Norton and McAfee are better utilized in an Enterprise system environment protecting many client computers.
IMO Windows 8/10 Defender is just as good as any other free antivirus solution (and probably easier to use for the novice) without bundled toolbars or nagging popups.
Although Windows 8/10 Defender provides some anti-malware protection...it is weak, meaning it does not provide comprehensive protection and cannot prevent, detect and remove all threats at any given time. This is true for most anti-virus solutions. Anti-virus and anti-malware programs each perform different tasks as it relates to computer security and threat detection. Essentially, they look for and remove different types of malicious threats.
In simplistic terms, Anti-virus programs generally scan for infectious malware which includes viruses, worms, Trojans, rootkis and bots.
Anti-malware programs generally tend to focus more on adware, spyware, unwanted toolbars, browser hijackers, potentially unwanted programs and potentially unsafe applications.
Anti-virus and Anti-malware solutions with anti-exploitation features protect against zero-day malware, drive-by downloads, exploits and Exploit Kits.
Therefore, you need both an anti-virus and an effective anti-malware solution for maximum protection. Please read Supplementing your Anti-Virus Program with Anti-Malware Tools for information about trustworthy and effective anti-malware programs which can find and remove adware, spyware and potentially unwanted programs.