Coursera advertising spend, FY2025
Coursera (COUR) reported $107M of advertising expense for the fiscal year ended Dec 31, 2025. That is 14.1% of revenue of $758M. Up 70.7% from FY2024.
Key facts
- Ad spend is 5.1x its FY2020 level ($21M), faster than revenue (2.6x).
- FY2025 is the highest year on file, going back to FY2019.
- Largest increase +81.6% in FY2020.
- Ad spend has risen 6 years in a row.
- Ad spend is 14.1% of revenue, up from 7.2% in FY2020.
- Coursera spends more on advertising than 4% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.7x 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 | $107M | +70.7% | $758M | 14.1% | AdvertisingExpense | 10-K Feb 23, 2026 |
| FY2024 | Dec 31, 2024 | $62.4M | +39.3% | $695M | 9.0% | AdvertisingExpense | 10-K Feb 23, 2026 |
| FY2023 | Dec 31, 2023 | $44.8M | +12.2% | $636M | 7.0% | AdvertisingExpense | 10-K Feb 23, 2026 |
| FY2022 | Dec 31, 2022 | $39.9M | +39.0% | $524M | 7.6% | AdvertisingExpense | 10-K Feb 24, 2025 |
| FY2021 | Dec 31, 2021 | $28.7M | +36.8% | $415M | 6.9% | AdvertisingExpense | 10-K Feb 22, 2024 |
| FY2020 | Dec 31, 2020 | $21M | +81.6% | $294M | 7.2% | AdvertisingExpense | 10-K Feb 23, 2023 |
| FY2019 | Dec 31, 2019 | $11.6M | n/a | $184M | 6.3% | AdvertisingExpense | 10-K Mar 3, 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 Coursera in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 319 | Corpay | $108M | 2.4% | +43.6% | FY2025 |
| 320 | Tractor Supply | $108M | 0.7% | +13.1% | FY2025 |
| 321 | T. Rowe Price | $107M | 1.5% | -17.1% | FY2025 |
| 322 | Coursera | $107M | 14.1% | +70.7% | FY2025 |
| 323 | RH | $106M | 3.1% | -13.1% | FY2026 |
| 324 | Brilliant Earth Group | $106M | 24.2% | -2.2% | FY2025 |
| 325 | Jazz Pharmaceuticals | $106M | 2.5% | -1.7% | FY2025 |
Full ranking of 336 companies · Biggest increases #13 · Up 5+ years in a row #25 · New $100M spenders #19
Questions
How much does Coursera spend on advertising?
Coursera spent $107M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 23, 2026.
What percentage of revenue does Coursera spend on advertising?
14.1% of revenue in fiscal 2025 ($107M of $758M). The median across the 336 companies tracked is 5.2%.
Is Coursera spending more on advertising?
Yes. Ad spend rose 70.7% in fiscal 2025 from fiscal 2024. It has risen 6 years in a row.
How does Coursera rank by advertising spend?
#322 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Coursera's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 23, 2026
- Accession number
0001651562-26-000015- Company
- Coursera, Inc., CIK 1651562, SIC 7372 (Services-Prepackaged Software)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Coursera advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 23, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/coursera/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies