Analyzing the Newly Acquired Hortonworks Customer Base

Spotlight: Hortonworks Pushes Hybrid Platform in Lieu of Evolving Data Analytics Space

Hortonworks is best known as an open-source platform that helps integrate Apache Hadoop with a company’s existing data architectures. Simply put, it helps businesses from start-up to enterprise capture and analyze live data.

In the past, Hortonworks has focused primarily on on-premise data solutions, but with public clouds threatening to kill Hadoop, the business is taking a more hybridized approach to its analytics platform. Cloudera and Hortonworks merged earlier this year (under the Cloudera brand), with the intent to build a platform to enable enterprises to better run their artificial intelligence workloads and easily transfer workloads from one location to another – whether in the cloud or the data center.

Hortonworks markets itself as an “enterprise data cloud,” but our proprietary global sensor network gathered data from millions of companies and over 21,000 cloud products – and it tells a different story.

Introduction to the Data

The Intricately data platform powers the go-to-market strategy for many leading cloud service providers. These organizations rely on Intricately to forecast market potential, plan and prioritize territories and quotas and engage prospects at the right time with the right message.

We’ve spent the past five years building and refining our global sensor network, which collects data on digital product usage, applications and traffic. It provides us with detailed insight about more than 7 million businesses worldwide and the usage characteristics of 21,000+ cloud products. Click to learn more

We’re collecting this data from the public internet. We are not in-line (from a traffic perspective), nor do our customers provide us with any usage data. This means we’re able to monitor publicly accessible products and infrastructure. Increasingly, however, many on-prem and behind-firewall products have a public component, which our sensors are able to monitor.  

Enterprise May Be the Future,  but SMB Is the Present

The Hortonworks merger with Cloudera created uncertainty for the company’s direction, an uncertainty that platforms like AWS, Microsoft Azure and Google Cloud Platform jumped on. To understand the Hortonworks market opportunity, we took a look at our Intricately data to learn more about their customers.


Most of Hortonworks’ customers are in North America, but they still have a sizeable market in EMEA, too, and not a small amount in APJ. A few notable customers include

  • Google
  • YouTube
  • Facebook
  • Fidelity Investments
  • ATT
  • Target
  • Flickr

Compared to its competitors, Hortonworks has a much more diversified international customer base. Its competitors mostly serve North American businesses and few international customers. Databricks has expanded more into EMEA, but Hortonworks still takes the crown in EMEA, APJ and LATAM.


Hortonworks may envision itself becoming the “enterprise data cloud” solution, but it’s currently more of the start-up and SMB platform of choice. Yes, it has its fair share of enterprise clients, but more than 55% of its customers fall into the SMB or smaller category.


Amazon EMR, Databricks and MapR serve more of a balanced customer base when it comes to size; close to half of their clients are SMB and smaller, and the other half are mid-market or larger.


Hortonworks’ customer cloud spend also backs up the notion that the data analytics platform is more of an SMB solution. More than 52% of customers are spending less than $10,000/month on cloud solutions, and here’s what they’re spending on:

  • 34% deploy big data applications
  • 45% deploy machine learning applications
  • 34% deploy analytics applications

In addition, these companies deploy an average of

  • 32 domains
  • 51 products
  • 13,438 applications

Intricately Data Reveals a Hybrid Platform Upsell Opportunity

Our data revealed some fantastic upsell opportunities for Hortonworks, especially as it pursues the new vision for the Cloudera Data Platform. Here’s a look at its customers:

  • 70% run on-premise infrastructure
  • 70% are AWS customers
  • 81% run Hadoop


With high percentages across the board, it’s safe to assume Hortonworks’ customers are already taking a hybrid approach to their data capture, analysis and storage. By pushing beyond Hadoop platforms, Hortonworks can compete more effectively in an increasingly cloud- and data-centric world. It’ll be positioned to offer its customers a one-stop-shop data platform rather than forcing them to shop around to build a data solution puzzle that fits.

Intricately monitors the adoption, usage and spend on 21,000 distinct cloud products and analyzes the usage of more than 7 million companies worldwide. Using its proprietary Global Sensor Network, deployed in more than 150 points of presence (PoPs), Intricately has a comprehensive view of how organizations deploy, utilize and invest in their digital products and applications (click here to see a list of data attributes that we monitor).


We hope you enjoyed reading this report. Our Enterprise Platform helps leaders across cloud marketing and sales organizations forecast, prioritize and close opportunities faster! Let our team give you a demo of our product today! In the meantime, you can see some of our data using our free web app.

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