HubSpot advertising spend, FY2025

HubSpot (HUBS) reported $144M of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.6% of revenue of $3.1B. Up 22.5% from FY2024.

Ad spend, FY2025
$144M
year ended Dec 31, 2025
Change vs prior year
+22.5%
vs FY2024
Share of revenue
4.6%
of $3.1B revenue
Rank by ad spend
#270
of 336 companies

Key facts

  • Ad spend is 29x its FY2015 level ($4.9M), faster than revenue (17x).
  • FY2025 is the highest year on file, going back to FY2012.
  • Largest increase +77.4% in FY2019; largest cut -14.3% in FY2016.
  • Ad spend has risen 9 years in a row.
  • Ad spend is 4.6% of revenue, up from 2.5% in FY2020.
  • HubSpot spends more on advertising than 20% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2012 (ended 2012-12-31): $3M FY2013 (ended 2013-12-31): $3.5M 2013 FY2014 (ended 2014-12-31): $3.3M FY2015 (ended 2015-12-31): $4.9M 2015 FY2016 (ended 2016-12-31): $4.2M FY2017 (ended 2017-12-31): $5.5M 2017 FY2018 (ended 2018-12-31): $8.4M FY2019 (ended 2019-12-31): $14.9M 2019 FY2020 (ended 2020-12-31): $21.9M FY2021 (ended 2021-12-31): $37.3M 2021 FY2022 (ended 2022-12-31): $59.4M FY2023 (ended 2023-12-31): $105M 2023 FY2024 (ended 2024-12-31): $118M FY2025 (ended 2025-12-31): $144M 2025 $144M

Ad spend as % of revenue

0% 2% 4% 6% FY2012 (ended 2012-12-31): 5.8% FY2013 (ended 2013-12-31): 4.5% 2013 FY2014 (ended 2014-12-31): 2.8% FY2015 (ended 2015-12-31): 2.7% 2015 FY2016 (ended 2016-12-31): 1.6% FY2017 (ended 2017-12-31): 1.5% 2017 FY2018 (ended 2018-12-31): 1.6% FY2019 (ended 2019-12-31): 2.2% 2019 FY2020 (ended 2020-12-31): 2.5% FY2021 (ended 2021-12-31): 2.9% 2021 FY2022 (ended 2022-12-31): 3.4% FY2023 (ended 2023-12-31): 4.9% 2023 FY2024 (ended 2024-12-31): 4.5% FY2025 (ended 2025-12-31): 4.6% 2025 4.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $144M +22.5% $3.1B 4.6% AdvertisingExpense 10-K Feb 11, 2026
FY2024 Dec 31, 2024 $118M +11.9% $2.6B 4.5% AdvertisingExpense 10-K Feb 11, 2026
FY2023 Dec 31, 2023 $105M +77.3% $2.2B 4.9% AdvertisingExpense 10-K Feb 11, 2026
FY2022 Dec 31, 2022 $59.4M +59.2% $1.7B 3.4% AdvertisingExpense 10-K Feb 12, 2025
FY2021 Dec 31, 2021 $37.3M +70.3% $1.3B 2.9% AdvertisingExpense 10-K Feb 14, 2024
FY2020 Dec 31, 2020 $21.9M +47.0% $883M 2.5% AdvertisingExpense 10-K Feb 16, 2023
FY2019 Dec 31, 2019 $14.9M +77.4% $675M 2.2% AdvertisingExpense 10-K Feb 14, 2022
FY2018 Dec 31, 2018 $8.4M +52.7% $513M 1.6% AdvertisingExpense 10-K Feb 16, 2021
FY2017 Dec 31, 2017 $5.5M +31.0% $376M 1.5% AdvertisingExpense 10-K Feb 12, 2020
FY2016 Dec 31, 2016 $4.2M -14.3% $271M 1.6% AdvertisingExpense 10-K Feb 12, 2019
FY2015 Dec 31, 2015 $4.9M +48.5% $182M 2.7% AdvertisingExpense 10-K Feb 13, 2018
FY2014 Dec 31, 2014 $3.3M -5.7% $116M 2.8% AdvertisingExpense 10-K Feb 16, 2017
FY2013 Dec 31, 2013 $3.5M +16.7% $77.6M 4.5% AdvertisingExpense 10-K Feb 24, 2016
FY2012 Dec 31, 2012 $3M n/a $51.6M 5.8% AdvertisingExpense 10-K Mar 5, 2015

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
268 loanDepot $147M 12.3% +10.6% FY2025
269 Madrigal Pharmaceuticals $145M 15.1% +175.3% FY2025
270 HubSpot $144M 4.6% +22.5% FY2025
271 Owens Corning $144M 1.4% +9.1% FY2025
272 BJ's Wholesale Club $143M 0.7% +13.0% FY2026
273 Autohome $143M 15.5% -19.0% FY2025
274 Genesco $142M 5.8% +6.6% FY2026

Full ranking of 336 companies · Biggest increases #67 · Up 5+ years in a row #8

Questions

How much does HubSpot spend on advertising?

HubSpot spent $144M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 11, 2026.

What percentage of revenue does HubSpot spend on advertising?

4.6% of revenue in fiscal 2025 ($144M of $3.1B). The median across the 336 companies tracked is 5.2%.

Is HubSpot spending more on advertising?

Yes. Ad spend rose 22.5% in fiscal 2025 from fiscal 2024. It has risen 9 years in a row.

How does HubSpot rank by advertising spend?

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

What does HubSpot's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 11, 2026
Accession number
0001193125-26-046646
Company
HUBSPOT INC, CIK 1404655, SIC 7372 (Services-Prepackaged Software)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
HubSpot advertising spend, FY2012-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 11, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/hubspot/advertising-spend/
Download
CSV, all years · CSV, all 336 companies