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    Data & methods

    Data & Analytics Software Market Share (2026)

    Cledara records 465 data & analytics software products. Datadog, Hotjar and Fivetran lead the trailing 12-month payment-activity ranking; Analytics and Data have the largest observed spend shares among this category's subcategories. These purchasing signals describe the Cledara customer population, not all businesses or distinct-customer adoption.

    465 products • 9 subcategories

    Payment activity counts observed purchase and renewal transactions over the trailing 12 months. Activity and spend shares use all software tracked by Cledara as their denominator. These signals describe the Cledara customer population; they do not measure distinct customers, seats or product usage.

    Source summary and limitations

    The recorded catalogue contains 465 Data & Analytics products. Among the displayed products with a 2026-10 activity-rank observation, the ranking starts with Datadog, Hotjar, Fivetran. Payment activity counts trailing 12-month purchase and renewal transactions in Cledara. Shares use all tracked software as their denominator; activity ranks do not measure distinct customers, seats or product usage. The displayed ranked sample may be smaller than the catalogue; changing coverage and classifications can affect comparisons.

    Data & analytics software ranked by payment activity

    Datadog leads the current data & analytics software ranking, followed by Hotjar and Fivetran, among 465 products measured from real company purchases tracked by Cledara rather than surveys or reviews.

    Observation: October 2026. Shares use all software tracked by Cledara as the denominator.

    Datadog
    #30
    Datadog
    AI-Embedded
    Payment-activity share: 0.4%-1
    Hotjar
    #90
    Hotjar
    AI-Embedded
    Payment-activity share: 0.2%-5
    Fivetran
    #100
    Fivetran
    Payment-activity share: 0.1%0
    Metabase
    #110
    Metabase
    Payment-activity share: 0.1%+2
    PostHog
    #113
    PostHog
    AI-Embedded
    Payment-activity share: 0.1%+3
    Firecrawl
    #114
    Firecrawl
    Payment-activity share: 0.1%+9

    Which analytics subcategories companies spend on most

    Analytics is the largest data & analytics software subcategory by spend share at 3.8%, followed by Data at 1%, across 465 products tracked from real company purchases in Cledara's dataset.

    0.0%0.5%0.9%1.4%1.8%AnalyticsAnalyticsDataDataOtherOtherData WarehousesData Warehou…

    Data & analytics software spend trends

    As of 26 October 2026, UK companies have estimated annualized median spend of £4k for data & analytics software, down 3% versus a year ago. The annualized figure is the latest complete month's median multiplied by 12, not a measured trailing-year total.

    P25
    £1k
    per year
    Median
    £4k
    per year
    P75
    £13k
    per year
    View category spend observations in every currency
    Annualized monthly category bands ×12, with native currency and observation period
    CurrencyObservation monthP25MedianP75
    GBP2026-091450.80000000000024227.9613221.599999999999
    EUR2026-091247.45206.0817195.52
    USD2026-094376.519999999999510912.5627888.48
    GBP published monthly category median
    MonthMedian monthly spend (GBP)
    2024-10344.67
    2024-11347.96
    2024-12330.28
    2025-01329.83
    2025-02360.53
    2025-03348.8
    2025-04344.87
    2025-05332.09
    2025-06317.38
    2025-07333.22
    2025-08342.72
    2025-09363.2
    2025-10376.31
    2025-11382.7
    2025-12332.76
    2026-01316.58
    2026-02332.3
    2026-03319.03
    2026-04362.84
    2026-05332.74
    2026-06321.31
    2026-07349.21
    2026-08342.16
    2026-09352.33

    From the Cledara SaaS Spend Index — real payments, reported per currency with no conversion.

    Annual activity-rank risers and declining analytics tools signals

    DefiLlama and People Data Labs have the largest measured annual activity-rank gains among the displayed products with both observations. The catalogue records 465 products; they currently rank #698 and #837 by global payment activity in Cledara's latest category data. The gains compare the current month with the same calendar month one year earlier.

    Mover cards show payment-activity ranks and shares. Their rank-change indicator compares the previous calendar month; it stays unavailable when that observation is missing.

    DefiLlama
    #698
    DefiLlama
    Payment-activity share: 0.0%+37
    Rising Star
    People Data Labs
    #837
    People Data Labs
    Payment-activity share: 0.0%+53
    Rising Star
    Piwik
    #1506
    Piwik
    Payment-activity share: 0.0%+262
    Breakout
    42matters
    Unavailable
    42matters
    Payment-activity share: Unavailable—
    Mouseflow
    Unavailable
    Mouseflow
    Payment-activity share: Unavailable—
    Merge
    Unavailable
    Merge
    Payment-activity share: Unavailable—

    All 465 analytics tools ranked

    Data & analytics software accounts for 4.4% of trailing 12-month software payment transactions and 8.1% of recorded software spend in the Cledara population. Both shares use the all-software denominator. The catalogue contains 465 products; it does not measure an average company's stack.

    #
    1
    DatadogDatadog
    AI-Embedded
    #30
    -4
    2
    HotjarHotjar
    AI-Embedded
    #90
    -38
    3#100
    +4
    4#110
    +1
    5
    PostHogPostHog
    AI-Embedded
    #113
    +35
    6#114
    +382
    7
    SegmentSegment
    AI-Embedded
    #139
    -29
    8
    MixpanelMixpanel
    AI-Embedded
    #140
    -26
    9#141
    -38
    10#142
    -20
    11
    SnowflakeSnowflake
    AI-Embedded
    #149
    -3
    12#154
    -34
    13#171
    -13
    14#189
    +47
    15#193
    -32
    16#208
    -18
    17#225
    +32
    18
    AmplitudeAmplitude
    AI-Embedded
    #250
    -5
    19#255
    -32
    20#261
    +359
    21
    DatabricksDatabricks
    AI-Embedded
    #263
    +97
    22#270
    +323
    23#275
    -73
    24#333
    -17
    25
    Hex TechHex Tech
    AI-Native
    #343
    +228
    26
    ContentsquareContentsquare
    AI-Embedded
    #374
    +533
    27#376
    +99
    28#400
    -70
    29#404
    +74
    30#413
    +53
    31#455
    -112
    32#483
    -88
    33#491
    +101
    34#504
    +175
    35#506
    +450
    36#514
    +420
    37#535
    -109
    38#536
    +691
    39#543
    +78
    40#564
    -142
    41#566
    -190
    42#607
    -5
    43#658
    -275
    44#666
    -66
    45#675
    +154
    46#698
    +1833
    47#710
    +321
    48#745
    +230
    49#765
    -15
    50#778
    —

    Frequently asked questions

    What is the most popular data & analytics software in 2026?

    Datadog leads this category by trailing 12-month payment activity, followed by Hotjar and Fivetran. Its 0.4% share is of recorded transactions across all software in Cledara, not a percentage of companies or a within-category share.

    How is data & analytics software market share measured?

    Payment-activity rankings count observed purchase and renewal transactions over the trailing 12 months; spend rankings use observed software spend. Shares use all tracked software as their denominator. Neither activity rank nor activity share measures distinct customers, seats or product usage. Updated monthly; last update 26 October 2026, 20:11 UTC.

    Which analytics tools have the largest activity-rank gains?

    DefiLlama and People Data Labs lead the measured 12-month payment-activity rank gains among the displayed ranked products. Comparisons require the current observation month and the same month one year earlier. A gain in rank positions does not establish revenue, customer or usage growth.

    How many analytics tools are in this catalogue?

    The recorded catalogue contains 465 analytics tools. This is a product count across the catalogue, not the number of tools used by an average company. Products without current observations may remain recorded.

    Where does this data come from?

    From anonymized, aggregated purchasing data across companies that manage their software with Cledara. It reflects what businesses actually pay for, not survey answers or web traffic.

    How much do companies spend on data & analytics software?

    UK companies have estimated annualized median spend of £4k for data & analytics software (£1k–£13k interquartile range), based on payments as of 26 October 2026. These category figures multiply the latest complete month's distribution by 12; they are not trailing-year totals. Reported in GBP; EUR and USD available on the page.

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