14%
6% YoY
#6
Summary
- Segment ranks #6 within the product analytics / CDP / event infrastructure category, maintaining its position month-over-month.
- As of November 2026, 14% of organizations who have a vendor in the product analytics / CDP / event infrastructure category use Segment: down 6 percentage points from last year.
- Segment has the highest adoption among small-to-medium businesses (14%), compared to mid-market (13%), enterprise (13%), and micro-SMB (12%).
- Segment key capabilities include real-time data collection, unified customer profiles, and 300+ integrations, supporting enterprise customer data infrastructure and personalization.
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Key stats
14%
6% YoY
Mid-Market, 53%
3%
9%
#7
#4
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 14% |
| Mid-market | 13% |
| Enterprise | 13% |
About Segment
Twilio Segment is a customer data platform that unifies and enriches identity-resolved customer profiles across touchpoints. It enables teams to activate first-party data through 700+ pre-built connectors for personalized marketing and analytics.
Don’t miss key shifts in business spend.
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About this data
These insights come from Ramp’s procurement and renewal data, built on real-world transactions observed across our platform. Figures represent aggregated observations from Ramp Procurement and Renewals activity.
| Date | New adopter share | Competitor switch rate | Dominant FTE segment | Adoption rate (Enterprise) | Adoption rate (Mid-Market) | Adoption rate (SMB) |
|---|---|---|---|---|---|---|
| Oct 2026 | 3% | 9% | Mid-Market, 53% | 13% | 13% | 14% |
| Sep 2026 | 2% | 9% | Mid-Market, 53% | 14% | 13% | 15% |
| Aug 2026 | 5% | 9% | Mid-Market, 53% | 14% | 14% | 15% |
| Jul 2026 | 3% | 10% | Mid-Market, 52% | 14% | 14% | 16% |
| Jun 2026 | 5% | 12% | Mid-Market, 53% | 16% | 14% | 17% |
| May 2026 | 6% | 13% | Mid-Market, 53% | 16% | 16% | 18% |
| Apr 2026 | 6% | 14% | Mid-Market, 52% | 17% | 16% | 18% |
| Mar 2026 | 6% | 14% | Mid-Market, 52% | 18% | 16% | 18% |
| Feb 2026 | 4% | 17% | Mid-Market, 53% | 19% | 17% | 19% |
| Jan 2026 | 10% | 17% | Mid-Market, 52% | 20% | 17% | 19% |
| Dec 2025 | 9% | 17% | Mid-Market, 52% | 20% | 18% | 19% |
| Nov 2025 | 8% | 17% | Mid-Market, 54% | 20% | 18% | 20% |
| Oct 2025 | 10% | 17% | Mid-Market, 52% | 19% | 18% | 20% |
| Sep 2025 | 5% | 10% | Mid-Market, 53% | 21% | 18% | 21% |
| Aug 2025 | 11% | 10% | Mid-Market, 52% | 23% | 19% | 22% |
| Jul 2025 | 5% | 9% | Mid-Market, 52% | 23% | 19% | 22% |
| Jun 2025 | 11% | 18% | Mid-Market, 50% | 21% | 20% | 23% |
| May 2025 | 4% | 17% | Mid-Market, 48% | 25% | 19% | 23% |
| Apr 2025 | 10% | 18% | Mid-Market, 48% | 26% | 20% | 24% |
| Mar 2025 | 8% | 20% | Mid-Market, 47% | 25% | 20% | 25% |
| Feb 2025 | 9% | 20% | Mid-Market, 47% | 27% | 21% | 26% |
| Jan 2025 | 8% | 25% | Mid-Market, 47% | 28% | 21% | 27% |
| Dec 2024 | 10% | 25% | Mid-Market, 47% | 28% | 22% | 28% |
| Nov 2024 | 12% | 26% | Mid-Market, 47% | 30% | 22% | 29% |
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