23%
arrow_downward16% YoY
#2
Summary
- Segment ranks #2 within the product analytics / CDP / event infrastructure category, maintaining its position month-over-month.
- As of January 2026, 23% of organizations who have a vendor in the product analytics / CDP / event infrastructure category use Segment: down 16 percentage points from last year.
- Segment has the highest adoption among enterprise companies (30%), compared to mid-market (25%), small-to-medium businesses (23%), and micro-SMB (20%).
- Segment key capabilities include real-time data collection, unified customer profiles, and 300+ integrations, supporting enterprise customer data infrastructure and personalization.
Key stats
23%
arrow_downward16% YoY
19%
#2
#8
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 23% |
| Mid-market | 25% |
| Enterprise | 30% |
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.
Similar solutions
Don’t miss key shifts in business spend.
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 | Adoption rate (Enterprise) | Adoption rate (Mid-Market) | Adoption rate (SMB) |
|---|---|---|---|---|
| Jan 2026 | 19% | 30% | 25% | 23% |
| Dec 2025 | 28% | 33% | 25% | 22% |
| Nov 2025 | 17% | 32% | 25% | 21% |
| Oct 2025 | 11% | 35% | 26% | 21% |
| Sep 2025 | 4% | 40% | 27% | 23% |
| Aug 2025 | 7% | 40% | 28% | 25% |
| Jul 2025 | 7% | 37% | 30% | 27% |
| Jun 2025 | 16% | 41% | 32% | 30% |
| May 2025 | 5% | 40% | 32% | 30% |
| Apr 2025 | 16% | 40% | 34% | 33% |
| Mar 2025 | 14% | 38% | 36% | 35% |
| Feb 2025 | 16% | 38% | 37% | 37% |
| Jan 2025 | 23% | 40% | 39% | 39% |
| Dec 2024 | 17% | 38% | 40% | 40% |
| Nov 2024 | 22% | 43% | 42% | 42% |
| Oct 2024 | 26% | 43% | 42% | 43% |
| Sep 2024 | 16% | 50% | 43% | 44% |
| Aug 2024 | 22% | 50% | 43% | 46% |
| Jul 2024 | 15% | 50% | 44% | 47% |
| Jun 2024 | 23% | 50% | 44% | 49% |
| May 2024 | 20% | 50% | 45% | 50% |
| Apr 2024 | 23% | 50% | 46% | 51% |
| Mar 2024 | 30% | 50% | 47% | 52% |
| Feb 2024 | 39% | 45% | 50% | 53% |
Have feedback?
Share your feedback, suggest improvements, or tell us what vendors you'd like to see covered next.