The database market continues to be dominated by a handful of traditional, commercial, relational databases from a few major vendors. Or does it? ESG research shows increasing business adoption of next-generation database options, perhaps not always as direct replacements for old school choices, but definitely for more than just niche corner-case applications. Further, once new databases land a seed in new accounts, they tend to flourish and grow rapidly. The widespread adoption of NoSQL and NewSQL databases will have a profound impact and should be properly understood by buyers and vendors alike.