Playtika advertising spend, FY2025
Playtika (PLTK) reported $761M of advertising expense for the fiscal year ended Dec 31, 2025. That is 27.6% of revenue of $2.8B. Up 34.9% from FY2024.
Key facts
- Ad spend is 1.9x its FY2020 level ($409M), faster than revenue (1.2x).
- FY2025 is the highest year on file, going back to FY2019.
- Largest increase +34.9% in FY2025; largest cut -2.8% in FY2023.
- Ad spend has risen 2 years in a row.
- Ad spend is 27.6% of revenue, up from 17.2% in FY2020.
- Playtika spends more on advertising than 72% 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
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $761M | +34.9% | $2.8B | 27.6% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2024 | Dec 31, 2024 | $564M | +24.8% | $2.5B | 22.1% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2023 | Dec 31, 2023 | $452M | -2.8% | $2.6B | 17.6% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2022 | Dec 31, 2022 | $465M | +1.5% | $2.6B | 17.8% | AdvertisingExpense | 10-K Feb 27, 2025 |
| FY2021 | Dec 31, 2021 | $458M | +12.1% | $2.6B | 17.7% | AdvertisingExpense | 10-K Feb 26, 2024 |
| FY2020 | Dec 31, 2020 | $409M | +19.7% | $2.4B | 17.2% | AdvertisingExpense | 10-K Feb 28, 2023 |
| FY2019 | Dec 31, 2019 | $341M | n/a | $1.9B | 18.1% | AdvertisingExpense | 10-K Mar 2, 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 Playtika in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 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 |
| 94 | Bausch Health Companies | $766M | 7.5% | -2.5% | FY2025 |
| 95 | Playtika | $761M | 27.6% | +34.9% | FY2025 |
| 96 | Shopify | $753M | 6.5% | +37.9% | FY2025 |
Full ranking of 336 companies · Biggest increases #40 · Highest ad-to-revenue #17
Questions
How much does Playtika spend on advertising?
Playtika spent $761M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.
What percentage of revenue does Playtika spend on advertising?
27.6% of revenue in fiscal 2025 ($761M of $2.8B). The median across the 336 companies tracked is 5.2%.
Is Playtika spending more on advertising?
Yes. Ad spend rose 34.9% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.
How does Playtika rank by advertising spend?
#95 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Playtika's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 26, 2026
- Accession number
0001828016-26-000010- Company
- Playtika Holding Corp., CIK 1828016, SIC 7374 (Services-Computer Processing & Data Preparation)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Playtika advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/playtika-holding/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies