--- layout: handbook-page-toc title: "Total Addressable Market" --- ## On this page {:.no_toc .hidden-md .hidden-lg} - TOC {:toc .hidden-md .hidden-lg} Total Addressable Market is the annual revenue opportunity of the entirety of GitLab’s market. The potential value of everyone worldwide that could purchase our product. | Year | Audience | Users | ARPU | TAM | | ---- | -------- | ----- | ---- | --- | | 2013 | Enthusiasts | 1m | $20 | 20m | | 2015 | Developers | 20m | $100 | 2b | | 2019 | DevSecOps | 41m1 | $350 | 14b | | 20232 | Software3 | 60m? | $1000 | 60b? | 122m developers ([from IDC](https://www.idc.com/getdoc.jsp?containerId=US44363318)) plus security and operations 2Projection 3Additional projected audience: 1. Product managers 1. Management 1. Compliance people 1. Designers 1. Network engineers