Dropbox advertising spend, FY2025
Dropbox (DBX) reported $81.8M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.2% of revenue of $2.5B. Down 42.6% from FY2024.
Key facts
- Ad spend is 1.0x its FY2020 level ($81.4M), slower than revenue (1.3x).
- The highest year on file is FY2024 at $143M; FY2025 is 43% below it.
- Largest increase +71.9% in FY2017; largest cut -42.6% in FY2025.
- Ad spend is 3.2% of revenue, down from 4.3% in FY2020.
- Dropbox spends more on advertising than 17% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below 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 | $81.8M | -42.6% | $2.5B | 3.2% | MarketingAndAdvertisingExpense | 10-K Feb 20, 2026 |
| FY2024 | Dec 31, 2024 | $143M | +8.3% | $2.5B | 5.6% | MarketingAndAdvertisingExpense | 10-K Feb 20, 2026 |
| FY2023 | Dec 31, 2023 | $132M | +38.9% | $2.5B | 5.3% | MarketingAndAdvertisingExpense | 10-K Feb 20, 2026 |
| FY2022 | Dec 31, 2022 | $94.8M | -12.7% | $2.3B | 4.1% | MarketingAndAdvertisingExpense | 10-K Feb 21, 2025 |
| FY2021 | Dec 31, 2021 | $109M | +33.4% | $2.2B | 5.0% | MarketingAndAdvertisingExpense | 10-K Feb 16, 2024 |
| FY2020 | Dec 31, 2020 | $81.4M | -8.3% | $1.9B | 4.3% | MarketingAndAdvertisingExpense | 10-K Feb 23, 2023 |
| FY2019 | Dec 31, 2019 | $88.8M | -12.0% | $1.7B | 5.3% | MarketingAndAdvertisingExpense | 10-K Feb 18, 2022 |
| FY2018 | Dec 31, 2018 | $101M | +26.0% | $1.4B | 7.3% | MarketingAndAdvertisingExpense | 10-K Feb 19, 2021 |
| FY2017 | Dec 31, 2017 | $80.1M | +71.9% | $1.1B | 7.2% | MarketingAndAdvertisingExpense | 10-K Feb 21, 2020 |
| FY2016 | Dec 31, 2016 | $46.6M | n/a | $845M | 5.5% | MarketingAndAdvertisingExpense | 10-K Feb 25, 2019 |
What the figure is
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Compared with similar spenders
The 6 companies closest to Dropbox in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 376 | Okta | $83M | 2.8% | +22.1% | FY2026 |
| 377 | Ross Stores | $82M | 0.4% | +16.8% | FY2026 |
| 378 | Thor Industries | $81.8M | 0.9% | +4.4% | FY2026 |
| 379 | Dropbox | $81.8M | 3.2% | -42.6% | FY2025 |
| 380 | Pultegroup | $81.6M | 0.5% | +9.4% | FY2025 |
| 381 | CarParts.com | $81.3M | 14.9% | n/a | FY2026 |
| 382 | Pilgrims Pride | $80.3M | 0.4% | +14.6% | FY2025 |
Questions
How much does Dropbox spend on advertising?
Dropbox spent $81.8M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 20, 2026.
What percentage of revenue does Dropbox spend on advertising?
3.2% of revenue in fiscal 2025 ($81.8M of $2.5B). The median across the 458 companies tracked is 4.6%.
Is Dropbox spending more on advertising?
No. Ad spend fell 42.6% in fiscal 2025 from fiscal 2024.
How does Dropbox rank by advertising spend?
#379 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.
What does Dropbox's advertising figure include?
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Source
- Filing
- 10-K for FY2025, filed Feb 20, 2026
- Accession number
0001467623-26-000008- Company
- DROPBOX, INC., CIK 1467623, SIC 7372 (Services-Prepackaged Software)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Dropbox advertising spend, FY2016-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 20, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/dropbox/advertising-spend/
- Download
- CSV, all years · CSV, all 458 companies