http://public.hudl.com/bits/archives/2014/04/30/betting-the-farm-on-mongodb/

When we began hacking away on Hudl we chose SQL Server as our database. After a few years and solid company growth we realized SQL Server was quickly becoming a bottleneck. Because we run in EC2, vertically scaling our DB was not a great option. That’s when we began to look at NoSQL seriously and specifically MongoDB. We wanted something that was fast, flexible and developer-friendly. In this post we’ll take a look at our schema design choices, our migration plan and the performance we’ve seen with MongoDB.