Airbnb advertising spend, FY2025
Airbnb (ABNB) reported $843M of advertising expense for the fiscal year ended Dec 31, 2025. That is 6.9% of revenue of $12.2B. Down 23.4% from FY2024.
Key facts
- Ad spend is 4.8x its FY2020 level ($176M), faster than revenue (3.6x).
- The highest year on file is FY2024 at $1.1B; FY2025 is 23% below it.
- Largest increase +208.0% in FY2021; largest cut -75.3% in FY2020.
- Ad spend is 6.9% of revenue, up from 5.2% in FY2020.
- Airbnb spends more on advertising than 76% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.3x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $843M | -23.4% | $12.2B | 6.9% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2024 | Dec 31, 2024 | $1.1B | +15.4% | $11.1B | 9.9% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2023 | Dec 31, 2023 | $953M | +21.2% | $9.9B | 9.6% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2022 | Dec 31, 2022 | $786M | +45.0% | $8.4B | 9.4% | AdvertisingExpense | 10-K Feb 13, 2025 |
| FY2021 | Dec 31, 2021 | $542M | +208.0% | $6B | 9.0% | AdvertisingExpense | 10-K Feb 16, 2024 |
| FY2020 | Dec 31, 2020 | $176M | -75.3% | $3.4B | 5.2% | AdvertisingExpense | 10-K Feb 17, 2023 |
| FY2019 | Dec 31, 2019 | $713M | n/a | $4.8B | 14.8% | AdvertisingExpense | 10-K Feb 25, 2022 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Airbnb in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 79 | Constellation Brands | $867M | 8.9% | -6.9% | FY2026 |
| 80 | PayPal | $867M | 2.6% | +51.0% | FY2025 |
| 81 | Best Buy | $861M | 2.1% | +1.8% | FY2026 |
| 82 | VF Corp | $849M | 8.8% | +3.7% | FY2026 |
| 83 | Airbnb | $843M | 6.9% | -23.4% | FY2025 |
| 84 | CoStar Group | $830M | 25.6% | -1.8% | FY2025 |
| 85 | Chewy | $825M | 6.5% | +2.6% | FY2026 |
Questions
How much does Airbnb spend on advertising?
Airbnb spent $843M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 12, 2026.
What percentage of revenue does Airbnb spend on advertising?
6.9% of revenue in fiscal 2025 ($843M of $12.2B). The median across the 336 companies tracked is 5.2%.
Is Airbnb spending more on advertising?
No. Ad spend fell 23.4% in fiscal 2025 from fiscal 2024.
How does Airbnb rank by advertising spend?
#83 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Airbnb's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 12, 2026
- Accession number
0001559720-26-000004- Company
- Airbnb, Inc., CIK 1559720, SIC 7340 (Services-To Dwellings & Other Buildings)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Airbnb advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/airbnb/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies