Etsy advertising spend, FY2025

Etsy (ETSY) reported $791M of advertising expense for the fiscal year ended Dec 31, 2025. That is 27.4% of revenue of $2.9B. Up 8.8% from FY2024.

Ad spend, FY2025
$791M
year ended Dec 31, 2025
Change vs prior year
+8.8%
vs FY2024
Share of revenue
27.4%
of $2.9B revenue
Rank by ad spend
#89
of 336 companies

Key facts

  • Ad spend is 17x its FY2015 level ($46.9M), faster than revenue (11x).
  • FY2025 is the highest year on file, going back to FY2013.
  • Largest increase +152.4% in FY2020.
  • Ad spend has risen 12 years in a row.
  • Ad spend is 27.4% of revenue, up from 25.6% in FY2020.
  • Etsy spends more on advertising than 74% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 5.3x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2013 (ended 2013-12-31): $17.9M 2013 FY2014 (ended 2014-12-31): $39.7M FY2015 (ended 2015-12-31): $46.9M 2015 FY2016 (ended 2016-12-31): $55.5M FY2017 (ended 2017-12-31): $78.4M 2017 FY2018 (ended 2018-12-31): $129M FY2019 (ended 2019-12-31): $175M 2019 FY2020 (ended 2020-12-31): $442M FY2021 (ended 2021-12-31): $559M 2021 FY2022 (ended 2022-12-31): $581M FY2023 (ended 2023-12-31): $624M 2023 FY2024 (ended 2024-12-31): $727M FY2025 (ended 2025-12-31): $791M 2025 $791M

Ad spend as % of revenue

0% 10% 20% 30% FY2013 (ended 2013-12-31): 14.3% 2013 FY2014 (ended 2014-12-31): 20.3% FY2015 (ended 2015-12-31): 17.1% 2015 FY2016 (ended 2016-12-31): 15.2% FY2017 (ended 2017-12-31): 17.8% 2017 FY2018 (ended 2018-12-31): 21.4% FY2019 (ended 2019-12-31): 21.4% 2019 FY2020 (ended 2020-12-31): 25.6% FY2021 (ended 2021-12-31): 24.0% 2021 FY2022 (ended 2022-12-31): 22.6% FY2023 (ended 2023-12-31): 22.7% 2023 FY2024 (ended 2024-12-31): 25.9% FY2025 (ended 2025-12-31): 27.4% 2025 27.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $791M +8.8% $2.9B 27.4% AdvertisingExpense 10-K Feb 19, 2026
FY2024 Dec 31, 2024 $727M +16.4% $2.8B 25.9% AdvertisingExpense 10-K Feb 19, 2026
FY2023 Dec 31, 2023 $624M +7.4% $2.7B 22.7% AdvertisingExpense 10-K Feb 19, 2026
FY2022 Dec 31, 2022 $581M +3.9% $2.6B 22.6% AdvertisingExpense 10-K Feb 19, 2025
FY2021 Dec 31, 2021 $559M +26.5% $2.3B 24.0% AdvertisingExpense 10-K Feb 22, 2024
FY2020 Dec 31, 2020 $442M +152.4% $1.7B 25.6% AdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 31, 2019 $175M +35.7% $818M 21.4% AdvertisingExpense 10-K Feb 25, 2022
FY2018 Dec 31, 2018 $129M +64.7% $604M 21.4% AdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $78.4M +41.3% $441M 17.8% AdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 31, 2016 $55.5M +18.3% $365M 15.2% AdvertisingExpense 10-K Feb 28, 2019
FY2015 Dec 31, 2015 $46.9M +18.3% $273M 17.1% AdvertisingExpense 10-K Mar 1, 2018
FY2014 Dec 31, 2014 $39.7M +122.2% $196M 20.3% MarketingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $17.9M n/a $125M 14.3% MarketingExpense 10-K Mar 1, 2016

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Etsy in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
87 Salesforce $800M 1.9% -20.0% FY2026
88 TripAdvisor $791M 41.8% +8.5% FY2025
89 Etsy $791M 27.4% +8.8% FY2025
90 Gap $778M 5.1% -0.3% FY2026
91 EchoStar $775M 5.2% +4.0% FY2025
92 LendingTree $771M 69.0% +29.3% FY2025
93 Clorox $770M 10.8% -7.5% FY2025

Full ranking of 336 companies · Biggest increases #139 · Highest ad-to-revenue #18 · Up 5+ years in a row #2

Questions

How much does Etsy spend on advertising?

Etsy spent $791M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 19, 2026.

What percentage of revenue does Etsy spend on advertising?

27.4% of revenue in fiscal 2025 ($791M of $2.9B). The median across the 336 companies tracked is 5.2%.

Is Etsy spending more on advertising?

Yes. Ad spend rose 8.8% in fiscal 2025 from fiscal 2024. It has risen 12 years in a row.

How does Etsy rank by advertising spend?

#89 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Etsy's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 19, 2026
Accession number
0001370637-26-000019
Company
ETSY INC, CIK 1370637, SIC 7389 (Services-Business Services, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Etsy advertising spend, FY2013-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/etsy/advertising-spend/
Download
CSV, all years · CSV, all 336 companies