Sanity is a headless CMS from a Norwegian and American company that stores content as structured data and lets developers build the editing studio in code.
In March 2026 it started calling its product a “Content Operating System” and added AI agent features on top. It competes with Contentful, Storyblok, Payload and Strapi.
Sanity shares more hard numbers than most CMS vendors, but a lot of what circulates online is repeated vendor marketing or a partner agency’s roundup.
This page keeps to figures I could trace to a named source and date, pulls the npm download numbers straight from npm’s public API, and flags the ones that conflict. Data was checked on October 20, 2026.
Sanity Statistics
| Metric | Figure | Date | Source |
|---|---|---|---|
| Series C | $85 million, led by Bullhound Capital | May 8, 2025 | Bullhound Capital |
| Annual recurring revenue (ARR) | Above $40 million | 2024 | Sanity, via the Bullhound release |
| Organizations supported | 30,000+ | May 2025 | Bullhound release |
| Users and teams (homepage claim) | “1M+ users and 6k+ teams” | Undated, Oct 20, 2026 | Sanity homepage |
npm downloads of sanity, last 30 days | 4,098,927 | Sep 19 to Oct 18, 2026 | npm downloads API |
| Same window a year earlier | 1,054,845 | Sep 19 to Oct 18, 2025 | npm downloads API |
GitHub stars (sanity-io/sanity) | About 6,300 | Oct 20, 2026 | GitHub |
| Share of known-CMS websites | Under 0.1% | Oct 2026 | W3Techs |
| G2 rating | 4.7 out of 5 from 926 reviews | Page updated Oct 19, 2026 | G2 |
| Starting price | Free; Growth from $15 per seat per month | Oct 20, 2026 | Sanity pricing page |
Funding and company size
- Series C: $85 million announced on May 8, 2025, led by Bullhound Capital (through GP Bullhound Fund VI). The European Investment Fund and the LFF 2 Initiative also took part, per Bullhound’s announcement.
- Valuation and total raised: Not stated in the announcement. Third-party databases give totals ranging from about $136 million to about $180 million, so I would not quote one. I did not verify any of them against filings.
- Capital plans: The announcement says Sanity is fully capitalized and does not plan to raise more.
- Use of funds: Product work, hiring, and its developer and partner ecosystem.
- Headcount: I found no verified figure. Startup databases give estimates, which I left out.
Revenue
| Figure | What it is | Source |
|---|---|---|
| Above $40 million ARR in 2024 | Company statement | Sanity, in the Bullhound release (May 8, 2025) |
| About $27 million ARR in 2024 | Third-party estimate | Latka (a startup-metrics database), as cited by FocusReactive; I did not open Latka |
These two numbers disagree by more than $10 million. Sanity’s own statement is the better source, but ARR is a run rate, not recognized revenue, and I found no audited revenue. Use the $40 million line with “per Sanity” attached.
Customers and users
- 30,000+ organizations, per the May 2025 Bullhound release. Named customers in that release include Skims, Puma, RBI, Complex, AT&T, Nordstrom, Expedia and Elastic.
- “Loved by 1M+ users and 6k+ teams” is the current homepage line. It carries no date or method, and it counts something different from “organizations,” so the two numbers do not reconcile.
- Customer stories page: Lists about 30 names, including Braze, loveholidays, Complex, Morning Brew, Tecovas, Mejuri, Amplitude, Cloudflare, Eurostar and PUMA. It gives no total customer count.
- Vendor-reported outcomes (not independent):
- loveholidays replaced a £300,000-a-year translation agency, and two content specialists now manage content for 50,000+ hotels (Sanity’s March 2026 release).
- loveholidays also reports a 97% drop in translation cost with AI (Sanity homepage and customer page).
- Complex lists 80 editorial hours saved per month, and Tecovas lists 5x faster developer velocity (Sanity homepage).
Customer stories show what a vendor chooses to publish. They do not show what a typical team gets.
Developer adoption
I pulled these from npm’s public downloads API on October 20, 2026.
| Package | Period | Downloads |
|---|---|---|
sanity | Sep 19 to Oct 18, 2026 | 4,098,927 |
sanity | Sep 19 to Oct 18, 2025 | 1,054,845 |
sanity | Oct 19, 2025 to Oct 18, 2026 | 29,575,348 |
sanity | Oct 19, 2024 to Oct 18, 2025 | 8,956,594 |
@sanity/client | Jul 31 to Aug 29, 2026 (a different window) | 9,294,503 |
- Year-over-year growth: About 289% for the latest 30 days against the same window a year earlier, and about 230% for the latest 12 months against the 12 months before. I calculated both from the figures above.
- Caveat: npm counts include automated installs, CI builds and dependency chains, so downloads overstate human users. A jump can also come from a tooling change, such as a new starter template or an AI coding tool installing packages by default. The numbers show rising developer activity, not customer counts.
- GitHub: About 6,300 stars and 551 forks on the
sanity-io/sanityrepository (Oct 20, 2026). Its license is MIT. That is far fewer stars than Payload’s roughly 45,000, which reflects how each project is run, not necessarily how widely it is used.
Market share
- W3Techs, October 2026: Sanity is used by less than 0.1% of all websites whose CMS W3Techs can detect. W3Techs detects platforms from page code, and headless sites hide many of those signals, so detection tools tend to undercount headless products.
- Another tracker I saw cited gives 0.2%, which conflicts with W3Techs, and I could not verify it. I left it out.
For the wider market picture, see our headless CMS statistics article.
Pricing
Sanity’s pricing page (read October 20, 2026) lists three plans.
| Plan | Price | What’s included |
|---|---|---|
| Free | $0 | 20 user seats, 2 permission roles, 2 public datasets, 1 million API CDN requests and 250,000 API requests a month |
| Growth | $15 per seat per month | Up to 50 seats, 5 roles, 2 datasets (public or private), same included usage, pay-as-you-go beyond it |
| Enterprise | Custom | Custom seats, roles, datasets and usage; SAML single sign-on, SLA, dedicated support, annual billing |
Add-ons and overages on Growth:
- Extra CDN requests cost $1 per 250,000, and extra API requests cost $1 per 25,000.
- The Increased quota add-on is $299 a month, and it raises limits to 5 million CDN requests and 1 million API requests.
- Up to two extra datasets cost $999 per dataset per month.
- Viewer-role users do not use a seat.
- Self-serve plans bill monthly by card. Annual payment and invoicing need Enterprise.
- Startups may qualify for one year of free Growth, and non-profits may qualify for a separate plan.
Pricing pages change, so confirm the numbers before you quote them.
Product milestones
- March 4 to 5, 2026: Sanity announced its platform as a Content Operating System for AI, with Content Agent, Functions, an Agent API, an MCP server (a connector that lets AI tools read content) and Agent Context, which compresses a company’s content schema so agents can query it (PR Newswire, via MarTech Series, March 5, 2026).
- 2025: Forrester Consulting ran a Total Economic Impact study that Sanity commissioned. Its headline figures are a 272% three-year ROI, payback within six months, 50% faster development and 75% fewer content-related outages, for a composite organization built from interviewed customers. Because the vendor paid for the study, it shows what Sanity can claim, not what an average team gets.
- Competitor context: Salesforce completed its Contentful acquisition on September 1, 2026, and Figma bought Payload in June 2025. Sanity is one of the few large independent headless vendors left, but I have not compared revenue or funding across them.
Ratings
- G2: 4.7 out of 5 from 926 reviews (page updated October 19, 2026; I could not see individual review dates).
- A partner agency’s report says Sanity’s G2 review count is larger than three competitors combined. On that report’s own numbers, those three total 1,200, so the claim is wrong, and I did not use it.
What the numbers suggest?
- Sanity is well funded and focused. An $85 million round, a self-reported $40 million-plus ARR and a stated plan not to raise again describe a company that expects to grow on its own revenue.
- Developer usage is rising faster than market share. Downloads grew about threefold in a year, yet W3Techs still lists under 0.1% of known-CMS sites.
- Most customer figures come from Sanity. The ARR, customer count, ROI study and case studies are all vendor-supplied.
- The AI push is the current story. The March 2026 launch moved Sanity’s positioning from CMS to agent-ready content backend, but no independent data yet shows how many customers use these features.
FAQ
How much funding has Sanity raised?
Its latest round was an $85 million Series C on May 8, 2025, led by Bullhound Capital. I could not verify a total raised, because third-party estimates conflict.
How much revenue does Sanity make?
Sanity said its ARR was above $40 million in 2024. A third-party database estimated about $27 million. ARR is a run rate, not audited revenue.
How many customers does Sanity have?
Sanity said it supports 30,000+ organizations (May 2025), and its homepage claims 1M+ users and 6k+ teams. Neither figure has a stated method.
Is Sanity free?
Yes, up to 20 seats and 2 public datasets. Growth costs $15 per seat per month, and Enterprise is custom.
Is Sanity open source?
The sanity-io/sanity GitHub repository carries an MIT license. Content is stored in Sanity’s hosted service, which is what the paid plans cover.
How many people download Sanity?
The sanity package had 4,098,927 npm downloads from September 19 to October 18, 2026, about 289% more than the same window a year earlier. Those counts include automated installs.
Is Sanity better than Contentful?
The data here cannot answer that. I found no neutral performance, cost or satisfaction comparison. G2 ratings and vendor-run studies are the only comparisons available.
Bottom line
The firmest numbers are the Series C announcement, the npm download counts and the pricing page. The weakest are ARR, the 1M+ users claim, the Forrester ROI figures and any customer outcome, because Sanity supplied or paid for them.
Quote the source and date with any number you reuse. If you are planning a headless build with a developer-led stack, our custom web application development service covers that kind of project.
Sources
- GP Bullhound: Bullhound Capital leads Sanity’s $85M Series C (May 8, 2025)
- npm downloads API:
sanitylast month, last year, Sep 19 to Oct 18, 2025, Oct 2024 to Oct 2025 and@sanity/client(queried Oct 20, 2026; the last result covered Jul 31 to Aug 29, 2026) - GitHub: sanity-io/sanity (Oct 20, 2026)
- W3Techs: Sanity usage statistics (October 2026)
- Sanity pricing, homepage and customer stories (read Oct 20, 2026; vendor sources)
- Sanity: Forrester Total Economic Impact study page (2025 study commissioned by Sanity)
- MarTech Series: Sanity launches the AI Content Operating System (Mar 5, 2026) and MarketScale: Sanity’s Agent Context (Sep 12, 2026)
- G2: Sanity reviews (page updated Oct 19, 2026)
- Latka: Sanity (third-party ARR estimate; listed in search results and cited by FocusReactive, not opened)
- FocusReactive: Sanity CMS statistics in 2026 (Oct 8, 2026; Sanity partner, read for cross-checking only)
