Roblox advertising spend, FY2025

Roblox (RBLX) reported $79.2M of advertising expense for the fiscal year ended Dec 31, 2025. That is 1.6% of revenue of $4.9B. Up 74.4% from FY2024.

Ad spend, FY2025
$79.2M
year ended Dec 31, 2025
Change vs prior year
+74.4%
vs FY2024
Share of revenue
1.6%
of $4.9B revenue
Rank by ad spend
#383
of 458 companies

Key facts

  • Ad spend is 3.1x its FY2020 level ($25.7M), slower than revenue (5.3x).
  • FY2025 is the highest year on file, going back to FY2020.
  • Largest increase +74.4% in FY2025.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 1.6% of revenue, down from 2.8% in FY2020.
  • Roblox spends more on advertising than 16% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $20M $40M $60M $80M FY2020 (ended 2020-12-31): $25.7M 2020 FY2021 (ended 2021-12-31): $26.8M 2021 FY2022 (ended 2022-12-31): $36.2M 2022 FY2023 (ended 2023-12-31): $38.3M 2023 FY2024 (ended 2024-12-31): $45.4M 2024 FY2025 (ended 2025-12-31): $79.2M 2025 $79.2M

Ad spend as % of revenue

0% 1% 2% 3% FY2020 (ended 2020-12-31): 2.8% 2020 FY2021 (ended 2021-12-31): 1.4% 2021 FY2022 (ended 2022-12-31): 1.6% 2022 FY2023 (ended 2023-12-31): 1.4% 2023 FY2024 (ended 2024-12-31): 1.3% 2024 FY2025 (ended 2025-12-31): 1.6% 2025 1.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $79.2M +74.4% $4.9B 1.6% AdvertisingExpense 10-K Feb 11, 2026
FY2024 Dec 31, 2024 $45.4M +18.5% $3.6B 1.3% AdvertisingExpense 10-K Feb 11, 2026
FY2023 Dec 31, 2023 $38.3M +5.8% $2.8B 1.4% AdvertisingExpense 10-K Feb 11, 2026
FY2022 Dec 31, 2022 $36.2M +35.1% $2.2B 1.6% AdvertisingExpense 10-K Feb 18, 2025
FY2021 Dec 31, 2021 $26.8M +4.3% $1.9B 1.4% AdvertisingExpense 10-K Feb 21, 2024
FY2020 Dec 31, 2020 $25.7M n/a $924M 2.8% AdvertisingExpense 10-K Feb 28, 2023

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
382 Pilgrims Pride $80.3M 0.4% +14.6% FY2025
383 Roblox $79.2M 1.6% +74.4% FY2025
384 Ryman Hospitality Properties $78.5M 3.0% +9.9% FY2025
385 Childrens Place $78.1M 6.5% +13.4% FY2026
386 Wyndham Hotels & Resorts $78M 5.5% -29.1% FY2025
387 Compass $77.7M 1.1% +5.4% FY2025
388 Toll Brothers $77.4M 0.7% +22.7% FY2025

Full ranking of 458 companies · Biggest increases #19 · Up 5+ years in a row #53 · New $50M spenders #5

Questions

How much does Roblox spend on advertising?

Roblox spent $79.2M 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 Roblox spend on advertising?

1.6% of revenue in fiscal 2025 ($79.2M of $4.9B). The median across the 458 companies tracked is 4.6%.

Is Roblox spending more on advertising?

Yes. Ad spend rose 74.4% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.

How does Roblox rank by advertising spend?

#383 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Roblox'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
0001315098-26-000024
Company
Roblox Corp, CIK 1315098, SIC 7372 (Services-Prepackaged Software)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Roblox advertising spend, FY2020-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/roblox/advertising-spend/
Download
CSV, all years · CSV, all 458 companies