AUSTIN, Texas, Sept. 15, 2021 /PRNewswire/ -- Liftr Insights, a pioneer in market intelligence about hyperscale cloud infrastructure, has identified trends in their data indicating increased deployment of in-house designed chips in addition to Nvidia chips. "It's rare to have objective data as we do, based on publicly available information," says Tab Schadt, CEO of Liftr Insights. "We are seeing interesting trends in our data." Among those trends are new competitors to Nvidia-including its own customers. While AWS or Azure would not stop buying from Nvidia, Liftr data shows increased use of in-house designed components. These investments reduce costs while increasing their control of the specifications. Even as the cloud providers buy and consume more Nvidia components, Liftr data reveals that demand for accelerators is growing at a faster rate.