PostHog is eating product analytics

Table showing product analytics / CDP / event software adoption: PostHog leads at 39% overall, 45% SMB adoption, and 61% first-time adopter share, followed by Segment at 23%, Mixpanel at 20%, Amplitude at 17%, Heap at 14%, RudderStack at 3%, Snowplow at 1%, and mParticle at 1%

Key Takeaways

PostHog grew from 9% to 39% adoption in product analytics / CDP / event infrastructure software over 24 months, per Ramp spend data
61% of first-time category buyers choose PostHog — more than 6x the next closest competitor
PostHog over-indexes among SMBs at 45% adoption vs 39% overall, while legacy tools like Segment (23% vs 23%) and Amplitude (16% vs 17%) show flat or declining SMB share
On Google Trends, PostHog surpassed Mixpanel and Segment in search volume during 2025 and now rivals Amplitude, a public company spending $48M/quarter on sales and marketing

Methodology

Data sourced from Ramp's vendor directory as of February 2026. Ramp analyzes anonymized, aggregated transactions from businesses on its platform over a trailing 12-month window. Adoption rate measures the share of businesses that purchased from a vendor out of all businesses that made purchases in that category.

James Riso

Founder, Riso Group

James is a data and AI strategy consultant who helps companies build scalable analytics infrastructure and data-driven growth strategies. Connect on LinkedIn.