Which AI video platform is growing the fastest: HeyGen or Synthesia?

Based on YipitData's B2B spend data, HeyGen is growing significantly faster in terms of mid-market customer adoption. As of January 2026, HeyGen's customer count grew 152% Y/Y, compared to roughly 30% Y/Y growth for Synthesia. This rapid growth allowed HeyGen to close much of the gap in total customer count by late 2025.

Why does Synthesia still lead in revenue despite HeyGen's growth?

Synthesia continues to lead in mid-market spend because its average contract values (ACVs), according to YipitData data, are more than three times higher than HeyGen's. While HeyGen is adding customers quickly, Synthesia generates more revenue per customer, which allows it to maintain a strong lead in total spend. However, HeyGen began accelerating monetization in late 2025, indicating progress in closing this gap.

Is HeyGen taking customers away from Synthesia?

The YipitData B2B spend data suggests that HeyGen's growth is not driven by displacing Synthesia. Most companies (about 92%) use only one platform, and when multi-vendor adoption occurs, the more common pattern is Synthesia customers adding HeyGen rather than switching away from Synthesia. Direct displacement between the two platforms remains limited.

Which company is leading in AI video generation tools?

Runway is the clear leader in AI video generation among mid-market companies, according to YipitData B2B spend data. It has the largest customer base — reaching approximately 70 customers in our panel by early 2026 — and generates the vast majority of observed spend in the category. It is also the only platform in this group meaningfully monetizing at scale.

Are companies using multiple AI video tools at the same time?

Multi-vendor usage varies by category. In AI avatar platforms, there are early signs of companies using both Synthesia and HeyGen. In contrast, AI video generation tools show limited overlap, with most companies adopting a single platform — typically Runway — as their primary solution.

Where does YipitData's software spend data come from?

The insights in this analysis are derived from YipitData's B2B spend data, which aggregates anonymized software spending data from companies that share ERP-sourced transaction data with YipitData or through enterprise data partnerships. The platform tracks spending and adoption trends across 1,300+ mid-market and enterprise companies for approximately 250,000 AI and software vendors.

Vitamins and Supplements Trends: Sports Nutrition Growth, Healthy Aging, and Retail Share Shifts

By Madison Kuchar, Senior Go To Market Associate at @Yipitdata

Vitamins, Minerals, and Supplements (VMS) continues to expand across both sports nutrition and healthy aging categories as shoppers increasingly incorporate supplements into their daily health routines.

Growth is being driven by both sports nutrition and healthy aging categories, with shifts in retailer share, product formats, and subcategory demand reshaping the competitive landscape.

This analysis breaks down where growth is accelerating, which supplement categories are gaining traction, and how retailers like Amazon, Walmart, and Costco are performing across the VMS market.

What Is Driving Growth in the Vitamins and Supplements Market

The VMS market is experiencing steady growth, supported by increased consumer demand for functional health products and daily wellness supplements.

Sports nutrition is leading this expansion, gaining share faster than other segments, while healthy-aging supplements are also growing, though at a more moderate pace.

This indicates that performance-focused supplements and long-term health products are both contributing to category growth.

Within the broader supplement market, sports nutrition continues to outperform other segments in terms of growth.

Creatine has emerged as the fastest-growing subcategory, gaining share year over year, while protein powders, electrolytes, and pre-workout products are also expanding.

In contrast, BCAAs and amino acid supplements have declined, indicating a shift in shopper demand toward creatine and whole-protein formats.

Retail performance varies significantly across supplement categories, with different retailers gaining share depending on the segment.

In creatine, Costco recorded the largest share gains, while Amazon and Walmart saw declines.

In healthy-aging supplements, Walmart gained share, while Amazon 3P and Costco experienced modest declines.

These trends highlight how retailer performance is not uniform across the VMS category and varies by product type.

How Supplement Formats Are Evolving Across Categories

Creatine sales remain heavily concentrated in powder formats, particularly on Amazon, where powder accounts for the majority of category GMV.

At the same time, alternative formats such as gummies and capsules are gaining traction, contributing incremental growth to the category. These formats appeal to shoppers looking for convenience and ease of use compared to traditional powders.

Creatine performance at Costco is driven by a small number of leading products, with top SKUs accounting for a significant share of total category sales.

These leading products include both traditional powder formats and newer convenience formats, indicating that demand is concentrated but still spans multiple product types within the category.

Walmart Gains Share in Healthy Aging Supplements

Retail share trends within healthy-aging supplements differ from sports nutrition.

Walmart recorded the largest share gains in this segment, while Amazon 1P remained relatively stable and Amazon 3P and Costco experienced modest declines.

This highlights how retailer performance varies across different supplement categories, with Walmart strengthening its position in healthy-aging products.

Within the healthy aging category, magnesium and heart and circulatory support supplements are the fastest-growing subcategories.

Fatty acids and fish oils are also expanding, while collagen continues to grow in absolute terms but is losing share, indicating that demand is spreading across a broader range of health-focused supplements.

Capsules are the dominant format for magnesium supplements at Costco, accounting for the largest share of category sales and gaining share year over year.

Other formats such as gummies and softgels represent smaller portions of sales and have remained relatively stable, while powder formats account for a more limited share of the category.

FAQ’s

YipitData provides detailed market and shopper insights across personal care categories, including vitamins, supplements, beauty, and wellness. Using transaction-level data, YipitData helps brands and retailers understand market share, category growth, and changing shopper behavior.
YipitData uses a combination of e-receipt data, in-store receipt data, and web-scraped data to estimate market share across retailers and categories. This approach provides a comprehensive view of performance across both online and brick-and-mortar channels.
Brands can analyze retail share trends, identify which categories and products are growing, and understand how shoppers engage across different channels and formats. These insights can help inform assortment, pricing, and positioning decisions.
YipitData tracks trends across categories such as sports nutrition and healthy aging, including shifts in retailer share, brand performance, product formats, and shopper behavior. This provides a detailed view of how the supplement market is evolving over time.