Rubrik Customers Signal Long-Term Growth in Cloud and Security

As organizations modernize their data protection strategies, Rubrik customers are signaling strong long-term growth in cloud and security investment, even as near-term budgets remain cautious. Customer usage patterns, product adoption, and spending intentions reveal a stable base that is actively preparing for cloud migration, cybersecurity risk mitigation, and cost optimization.

Below, we break down what Rubrik customer data reveals about technology displacement, cloud adoption, and future budget priorities.

Rubrik Is Replacing Legacy Backup and Recovery Vendors

Rubrik customers report displacement of a wide range of legacy data protection tools, highlighting consolidation across the backup and recovery market.

• Commvault leads prior vendor usage at 37%
• Dell, Veeam, and Veritas each follow at approximately 20%
• Nearly 90% of customers have used Rubrik for more than one year
• Almost 50% have used Rubrik for over three years

This longevity signals that Rubrik adoption is durable and strategic, rather than experimental or short-term.

Customers Expect Long-Term Budget Growth Despite Near-Term Stability

While short-term spending plans remain conservative, longer-term outlooks point to meaningful expansion.

• 50% of respondents expect no spending change over the next year
• 69% anticipate increased Rubrik spending over the next three years
• Only 7% expect spending to decrease over the same period

This contrast suggests customers are deferring near-term increases while planning for a future inflection point, driven by cloud migration and security initiatives.

Core Data Protection Products Anchor Expansion

Rubrik adoption centers around a strong core data protection portfolio, with cloud offerings showing especially high growth potential.

Current usage and evaluation rates include:

• On-Premises Data Protection: 62% using, 8% evaluating
• Cloud Data: 53% using, 14% evaluating
• Cloud Vault: 51% using, 20% evaluating

While security-focused products trail in current adoption (mid-20% range), roughly one-third of customers are actively evaluating or planning adoption, indicating future security-led expansion.

Cloud Migration Planning Is Well Underway

Cloud transformation continues to reshape customer priorities. 62% of Rubrik customers plan to change their workload protection models within the next two years.

Among them:

• 36% are pursuing partial migrations
• 31% are evaluating cloud-based protection models
• Microsoft Azure now leads as the preferred cloud destination

This momentum reinforces Rubrik’s positioning at the intersection of hybrid cloud adoption and modern data protection.

Cost Optimization and Cybersecurity Drive Backup Decisions

When asked to rate the importance of factors influencing backup and recovery investments, customers consistently prioritized business resilience and efficiency.

Top decision drivers (rated highly by respondents):

• Cost optimization: 86%
• Cybersecurity and ransomware risk: 75%
• Regulatory and compliance mandates: 71%
• Vendor consolidation strategies: 63%
• Cloud or hybrid IT initiatives: 62%

These findings highlight a broader shift: backup and recovery are no longer operational afterthoughts, but core components of cybersecurity and risk management strategies.

What This Means for Rubrik and the Market

Customer data points to a stable, expanding base that is actively planning for cloud migration, security modernization, and long-term investment. While short-term spending may remain measured, intent signals suggest sustained growth driven by cloud adoption and cyber resilience priorities.

For organizations navigating data protection decisions, Rubrik’s customer trends reflect where the broader market is headed: toward consolidated platforms that balance cost efficiency, security, and cloud readiness.

To understand how Rubrik adoption, spend intent, and competitive positioning are evolving across the enterprise market, contact our service team to explore the results of our Rubrik Drill Down.