Cloudflare advertising spend, FY2025
Cloudflare (NET) reported $95.2M of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.4% of revenue of $2.2B. Up 21.1% from FY2024.
Key facts
- Ad spend is 3.8x its FY2020 level ($25M), slower than revenue (5.0x).
- FY2025 is the highest year on file, going back to FY2017.
- Largest increase +80.8% in FY2019.
- Ad spend has risen 8 years in a row.
- Ad spend is 4.4% of revenue, down from 5.8% in FY2020.
- Cloudflare spends more on advertising than 24% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is close to the median of 4.6%.
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 | $95.2M | +21.1% | $2.2B | 4.4% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2024 | Dec 31, 2024 | $78.6M | +36.5% | $1.7B | 4.7% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2023 | Dec 31, 2023 | $57.6M | +32.4% | $1.3B | 4.4% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2022 | Dec 31, 2022 | $43.5M | +20.2% | $975M | 4.5% | AdvertisingExpense | 10-K Feb 20, 2025 |
| FY2021 | Dec 31, 2021 | $36.2M | +44.8% | $656M | 5.5% | AdvertisingExpense | 10-K Feb 21, 2024 |
| FY2020 | Dec 31, 2020 | $25M | +33.0% | $431M | 5.8% | AdvertisingExpense | 10-K Feb 24, 2023 |
| FY2019 | Dec 31, 2019 | $18.8M | +80.8% | $287M | 6.6% | AdvertisingExpense | 10-K Mar 1, 2022 |
| FY2018 | Dec 31, 2018 | $10.4M | +76.3% | $193M | 5.4% | AdvertisingExpense | 10-K Feb 25, 2021 |
| FY2017 | Dec 31, 2017 | $5.9M | n/a | $135M | 4.4% | AdvertisingExpense | 10-K Mar 4, 2020 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Cloudflare in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 346 | LightInTheBox | $96.8M | 43.2% | -7.2% | FY2025 |
| 347 | Supernus Pharmaceuticals | $96.1M | 13.4% | +8.6% | FY2025 |
| 348 | Cloudflare | $95.2M | 4.4% | +21.1% | FY2025 |
| 349 | Group 1 Automotive | $94.5M | 0.4% | -1.8% | FY2025 |
| 350 | Avis Budget Group | $94M | 0.8% | +22.1% | FY2025 |
| 351 | RingCentral | $93.8M | 3.7% | -2.3% | FY2025 |
| 352 | Flowers Foods | $93.2M | 1.8% | n/a | FY2026 |
Full ranking of 458 companies · Biggest increases #102 · Up 5+ years in a row #16
Questions
How much does Cloudflare spend on advertising?
Cloudflare spent $95.2M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.
What percentage of revenue does Cloudflare spend on advertising?
4.4% of revenue in fiscal 2025 ($95.2M of $2.2B). The median across the 458 companies tracked is 4.6%.
Is Cloudflare spending more on advertising?
Yes. Ad spend rose 21.1% in fiscal 2025 from fiscal 2024. It has risen 8 years in a row.
How does Cloudflare rank by advertising spend?
#348 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.
What does Cloudflare's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 26, 2026
- Accession number
0001477333-26-000016- Company
- Cloudflare, Inc., CIK 1477333, SIC 7372 (Services-Prepackaged Software)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Cloudflare advertising spend, FY2017-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/cloudflare/advertising-spend/
- Download
- CSV, all years · CSV, all 458 companies