# HubSpot App Marketplace 2026: installs, launches, pricing and AI

Publisher: AppBespoke (Glasgow). Page: https://appbespoke.com/research/hubspot-app-marketplace-2026
Snapshot: 12 Oct 2026, compared with 22 Sep 2026. Licence: CC BY 4.0.

Cite as: AppBespoke, "HubSpot App Marketplace 2026", snapshot 12 Oct 2026, https://appbespoke.com/research/hubspot-app-marketplace-2026

## Files published with the page

| File | What it holds |
|---|---|
| `summary.json` | Every headline figure, plus the change between snapshots |
| `install-distribution.csv` | Independent apps by active-install band |
| `cohorts-by-launch-year.csv` | Per launch year: apps, median and p90 installs, share at 60+ and 1,000+ installs, certified share, AI share |
| `install-growth-by-age.csv` | Installs gained in 20 days, by how long the app had been listed |
| `launches-by-year.csv` | Listings still live, by launch year, with the AI share |
| `categories.csv` | Per category: apps, median and total installs, 2025–26 launches, paid share |
| `pricing-models.csv`, `price-points.csv` | Free, freemium, paid and contact-sales shares; lowest paid plan bands |
| `top-20-independent-apps.csv` | The 20 most-installed apps not built by HubSpot |


## Method

- **Source.** The public HubSpot App Marketplace storefront (ecosystem.hubspot.com/marketplace/apps), read through the same public, unauthenticated endpoints the storefront uses: the search listing for every app card (installs, rating, review count, certified, built-by-HubSpot) and the listing-details call for each app (categories, pricing plans, first-published date).
- **Coverage.** 2,590 listings on 12 Oct 2026 (2,520 on 22 Sep). All analysis except the totals excludes the 219 apps built by HubSpot itself, leaving 2,371 independent apps.
- **Installs are active installs.** HubSpot's certification rules define an active install as a unique production account, unaffiliated with the developer, with app activity in the past 30 days. Between the two snapshots 32% of 2–5-year-old apps and 47% of 5+-year-old apps *lost* installs, which only an active count can do. The listing figure may still include affiliated accounts, so the 60-install comparisons are an upper bound on certification eligibility.
- **Launch year** is the listing's first-published date.
- **AI in listing** means the app name or one-line description mentions AI, GPT, ChatGPT, OpenAI, LLM, Claude, Gemini, machine learning, "agentic" or "AI agent" (".ai" domain names excluded). It reflects listing text on the snapshot date, so older apps that added AI wording later count in their launch year.
- **Prices** are the lowest paid monthly plan listed, in USD. 1,513 independent apps list one.
- **Install growth** compares the same 2,305 independent listings present in both snapshots, 20 days apart, banded by age on 22 Sep.

## Caveats

- **Survivorship.** Delisted apps are not in any snapshot, so older launch years show only survivors. Counts by launch year are "still listed", not "launched". 8 listings disappeared in the 20 days between snapshots.
- **Age confounds cohort medians.** A 2026 app has had months, not years, to collect installs. Use `install-growth-by-age.csv` for "do new apps still get installs"; it measures the same 20 days for every app.
- **Two snapshots only.** Growth figures cover 20 days in September–October. They will be re-measured each quarter.