Some other vendors (like Trend Micro) do not care much
Yeah, the Trend Micro signatures are very small size. The local file is 50 Mb and Trend Micro prefers to add mainly heuristics and very generic detections. In 24h they generate usually 4-5 of these. Trend Micro also likes to clean these signatures.
Trend Micro then uses the additional server-side pattern, which is a bunch of TLSH(s) (along with some metadata like certificates and so on). That one is cleaned up as soon as it is about to exceed 300mb, they start to remove thousands of detections till it becomes around 240-250 mb.
Trend Micro relies more on the local emulator (which ages ago was called SoftMice and ScriptTrap), as well as IntelliTrap which heuristically detects packers. And of course, their behavioural blocking.
For files that are low-prevalence, they use their Advanced Threat Scan Engine, which is static analysis on executables, modules, scripts and office files. For processes with low prevalence, they use Contextual Intelligence engine, which passes the behaviour to Contextual Intelligence Query Handler and the Predictive Machine Learning performs the classification. For trusted processes, they rely on the standard policy enforcement. They as of recently use proper memory scan as well.
They also use a very aggressive heuristic scan, called correlational scan, this one is executed by the Damage Cleanup Engine (the heuristics by themselves are enclosed in Damage Cleanup Template), which detects malware components when the initial infection has been detected. These detections would not have occured if the file was just scanned.
Anyway, that’s slightly off-topic but could be interesting to some people. Trend Micro is best described as NGAV, the signatures are there just to close the gaps in between retraining the ML models.