AI's Impact on SaaS: Winners, Losers, and the Enterprise Tech Spending Reallocation
Enterprise software companies face mixed outcomes as AI disruption reshapes tech spending, with some incumbents like HubSpot and Figma thriving while others struggle. Consumer AI adoption remains nascent at 3% household penetration but is growing rapidly, particularly among younger demographics. Meanwhile, streaming platforms are consolidating around ad-supported tiers as pricing pressures mount.
Metrics in this report
71%
of respondents
Systems Integrators expected to face greatest budget cuts
40%
of paying households
Paying more than $20/month for AI
3%
of households
Paying subscribers to AI services
40%
year-over-year
Households making AI payments from Feb 2024 to Feb 2025
37 to 45%
of subscriber base
Year-over-year change
60%
of panel
Software spenders allocating 5%+ of tech budgets to AI
12 to 60%
year-over-year
Percentage of panel allocating 5%+ to AI
49%
of contracts
Current rejection rate vs early-2022 pandemic baseline
5-8 to 15%
national outbound index
Year-over-year change
5%
of households
Paying for AI services among Gen-Z
54%
median increase
Year-over-year median AI spending
10%
spike in March
After months of flat trading
32 to 40%
of subscriber base
Year-over-year change
86%
of subscriber base
Ad-supported tier subscribers