PayPal advertising spend, FY2025

PayPal (PYPL) reported $867M of advertising expense for the fiscal year ended Dec 31, 2025. That is 2.6% of revenue of $33.2B. Up 51.0% from FY2024.

Ad spend, FY2025
$867M
year ended Dec 31, 2025
Change vs prior year
+51.0%
vs FY2024
Share of revenue
2.6%
of $33.2B revenue
Rank by ad spend
#80
of 336 companies

Key facts

  • Ad spend is 2.9x its FY2015 level ($303M), slower than revenue (3.6x).
  • FY2025 is the highest year on file, going back to FY2013.
  • Largest increase +63.9% in FY2020; largest cut -30.0% in FY2022.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 2.6% of revenue, down from 3.0% in FY2020.
  • PayPal spends more on advertising than 76% 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 $250M $500M $750M $1B FY2013 (ended 2013-12-31): $176M 2013 FY2014 (ended 2014-12-31): $272M FY2015 (ended 2015-12-31): $303M 2015 FY2016 (ended 2016-12-31): $350M FY2017 (ended 2017-12-31): $438M 2017 FY2018 (ended 2018-12-31): $484M FY2019 (ended 2019-12-31): $399M 2019 FY2020 (ended 2020-12-31): $654M FY2021 (ended 2021-12-31): $740M 2021 FY2022 (ended 2022-12-31): $518M FY2023 (ended 2023-12-31): $364M 2023 FY2024 (ended 2024-12-31): $574M FY2025 (ended 2025-12-31): $867M 2025 $867M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2013 (ended 2013-12-31): 2.6% 2013 FY2014 (ended 2014-12-31): 3.4% FY2015 (ended 2015-12-31): 3.3% 2015 FY2016 (ended 2016-12-31): 3.2% FY2017 (ended 2017-12-31): 3.3% 2017 FY2018 (ended 2018-12-31): 3.1% FY2019 (ended 2019-12-31): 2.2% 2019 FY2020 (ended 2020-12-31): 3.0% FY2021 (ended 2021-12-31): 2.9% 2021 FY2022 (ended 2022-12-31): 1.9% FY2023 (ended 2023-12-31): 1.2% 2023 FY2024 (ended 2024-12-31): 1.8% FY2025 (ended 2025-12-31): 2.6% 2025 2.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $867M +51.0% $33.2B 2.6% AdvertisingExpense 10-K Feb 3, 2026
FY2024 Dec 31, 2024 $574M +57.7% $31.8B 1.8% AdvertisingExpense 10-K Feb 3, 2026
FY2023 Dec 31, 2023 $364M -29.7% $29.8B 1.2% AdvertisingExpense 10-K Feb 3, 2026
FY2022 Dec 31, 2022 $518M -30.0% $27.5B 1.9% AdvertisingExpense 10-K Feb 4, 2025
FY2021 Dec 31, 2021 $740M +13.1% $25.4B 2.9% AdvertisingExpense 10-K Feb 8, 2024
FY2020 Dec 31, 2020 $654M +63.9% $21.5B 3.0% AdvertisingExpense 10-K Feb 10, 2023
FY2019 Dec 31, 2019 $399M -17.6% $17.8B 2.2% AdvertisingExpense 10-K Feb 3, 2022
FY2018 Dec 31, 2018 $484M +10.5% $15.5B 3.1% AdvertisingExpense 10-K Feb 5, 2021
FY2017 Dec 31, 2017 $438M +25.1% $13.1B 3.3% AdvertisingExpense 10-K Feb 6, 2020
FY2016 Dec 31, 2016 $350M +15.5% $10.8B 3.2% AdvertisingExpense 10-K Feb 7, 2019
FY2015 Dec 31, 2015 $303M +11.4% $9.2B 3.3% AdvertisingExpense 10-K Feb 7, 2018
FY2014 Dec 31, 2014 $272M +54.5% $8B 3.4% AdvertisingExpense 10-K Feb 8, 2017
FY2013 Dec 31, 2013 $176M n/a $6.7B 2.6% AdvertisingExpense 10-K Feb 11, 2016

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
77 General Mills $874M 4.7% +3.1% FY2026
78 Starbucks $870M 2.3% +45.6% FY2025
79 Constellation Brands $867M 8.9% -6.9% FY2026
80 PayPal $867M 2.6% +51.0% FY2025
81 Best Buy $861M 2.1% +1.8% FY2026
82 VF Corp $849M 8.8% +3.7% FY2026
83 Airbnb $843M 6.9% -23.4% FY2025

Full ranking of 336 companies · Biggest increases #21

Questions

How much does PayPal spend on advertising?

PayPal spent $867M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 3, 2026.

What percentage of revenue does PayPal spend on advertising?

2.6% of revenue in fiscal 2025 ($867M of $33.2B). The median across the 336 companies tracked is 5.2%.

Is PayPal spending more on advertising?

Yes. Ad spend rose 51.0% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does PayPal rank by advertising spend?

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

What does PayPal's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 3, 2026
Accession number
0001633917-26-000024
Company
PayPal Holdings, Inc., CIK 1633917, SIC 7389 (Services-Business Services, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
PayPal advertising spend, FY2013-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 3, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/paypal-holdings/advertising-spend/
Download
CSV, all years · CSV, all 336 companies