Veo — Analytics Overview
Veo Order Analytics
Product Analyst Assignment · March 2026 · Synthetic data
Three datasets: 34,953 clubs · 44,080 orders · 86,303 line items · Jan 2025 – Jan 2026
Key framing: You cannot buy a subscription without a camera. So any
CreateSubscriptionorder without a camera belongs to a legacy account whose hardware purchase predates this dataset. All "new customer" metrics below use camera-containing orders as the proxy for first purchase.
Total Clubs
34,988
Cameras Sold
22,941
Total Software MRR
2,802,202
Hardware Revenue
11,367,247
New Customers vs Legacy Accounts
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Legacy accounts consistently outnumber new customers (~58% vs 42% of CreateSubscription orders). The business is not purely driven by new acquisition — managing the existing base matters as much as winning new logos.
Monthly Software MRR — New vs Legacy
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Three Headline Findings
**1 · The add-on attach rate is ~48–50% — and has been flat for 13 months.**
Half of all new customers (those buying a camera) leave the checkout without a software add-on (Veo Live / Analytics / Spotlight). This has never moved, which means it reflects organic demand — not deliberate optimisation.
**2 · Legacy accounts are 58% of new subscription orders and drive a comparable share of MRR.**
Sub-only CreateSubscription orders are existing clubs whose camera predates the dataset. They represent a large, undertracked renewal and expansion base — yet there is no churn data to monitor them.
**3 · Season-start (Aug) is 3× December — and both new and legacy accounts peak together.**
The football calendar drives purchasing for both cohorts simultaneously, suggesting clubs buy (or re-activate) in bulk before the season regardless of when their camera was bought.