19%
arrow_downward5% YoY
#2
Summary
- Segment ranks #2 within the product analytics / CDP / event infrastructure category, maintaining its position month-over-month.
- As of May 2026, 19% of organizations who have a vendor in the product analytics / CDP / event infrastructure category use Segment: down 5 percentage points from last year.
- Segment has the highest adoption among small-to-medium businesses (20%), compared to mid-market (19%), enterprise (19%), and micro-SMB (17%).
- Segment key capabilities include real-time data collection, unified customer profiles, and 300+ integrations, supporting enterprise customer data infrastructure and personalization.
Are businesses buying Segment?
Key stats
19%
arrow_downward5% YoY
Mid-Market, 53%
6%
20%
#5
#2
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 20% |
| Mid-market | 19% |
| Enterprise | 19% |
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.
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Have feedback?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) |
|---|---|---|---|---|---|---|
| Apr 2026 | 6% | 20% | Mid-Market, 53% | 19% | 19% | 20% |
| Mar 2026 | 10% | 20% | Mid-Market, 54% | 19% | 20% | 20% |
| Feb 2026 | 10% | 20% | Mid-Market, 54% | 18% | 20% | 20% |
| Jan 2026 | 20% | 20% | Mid-Market, 54% | 19% | 21% | 21% |
| Dec 2025 | 25% | 19% | Mid-Market, 56% | 20% | 20% | 20% |
| Nov 2025 | 17% | 18% | Mid-Market, 57% | 18% | 19% | 19% |
| Oct 2025 | 10% | 17% | Mid-Market, 56% | 19% | 20% | 19% |
| Sep 2025 | 3% | 18% | Mid-Market, 55% | 21% | 20% | 20% |
| Aug 2025 | 7% | 19% | Mid-Market, 58% | 21% | 21% | 21% |
| Jul 2025 | 13% | 21% | Mid-Market, 57% | 18% | 22% | 22% |
| Jun 2025 | 13% | 26% | Mid-Market, 57% | 18% | 22% | 23% |
| May 2025 | 5% | 26% | Mid-Market, 56% | 19% | 22% | 23% |
| Apr 2025 | 13% | 25% | Mid-Market, 56% | 19% | 23% | 25% |
| Mar 2025 | 12% | 21% | Mid-Market, 57% | 18% | 24% | 26% |
| Feb 2025 | 10% | 23% | Mid-Market, 57% | 17% | 24% | 27% |
| Jan 2025 | 14% | 25% | Mid-Market, 58% | 19% | 25% | 28% |
| Dec 2024 | 13% | 24% | Mid-Market, 56% | 17% | 25% | 29% |
| Nov 2024 | 16% | 26% | Mid-Market, 55% | 21% | 26% | 30% |
| Oct 2024 | 19% | 27% | Mid-Market, 52% | 21% | 26% | 31% |
| Sep 2024 | 9% | 29% | Mid-Market, 51% | 23% | 26% | 31% |
| Aug 2024 | 13% | 33% | Mid-Market, 51% | 22% | 27% | 32% |
| Jul 2024 | 10% | 34% | Mid-Market, 51% | 21% | 27% | 33% |
| Jun 2024 | 8% | 37% | Mid-Market, 50% | 21% | 27% | 35% |
| May 2024 | 11% | 32% | Mid-Market, 50% | 22% | 28% | 36% |
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