Sohu.com advertising spend, FY2025
Sohu.com (SOHU) reported $126M of advertising expense for the fiscal year ended Dec 31, 2025. That is 21.5% of revenue of $584M. Down 24.3% from FY2024.
Key facts
- Ad spend is 1.5x its FY2020 level ($84.7M), faster than revenue (0.8x).
- The highest year on file is FY2016 at $270M; FY2025 is 53% below it.
- Largest increase +53.8% in FY2022; largest cut -44.7% in FY2018.
- Ad spend is 21.5% of revenue, up from 11.3% in FY2020.
- Sohu.com spends more on advertising than 13% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 4.2x 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 | $126M | -24.3% | $584M | 21.5% | AdvertisingExpense | 20-F Mar 12, 2026 |
| FY2024 | Dec 31, 2024 | $166M | +20.2% | $598M | 27.8% | AdvertisingExpense | 20-F Mar 12, 2026 |
| FY2023 | Dec 31, 2023 | $138M | -8.7% | $601M | 23.0% | AdvertisingExpense | 20-F Mar 12, 2026 |
| FY2022 | Dec 31, 2022 | $152M | +53.8% | $734M | 20.6% | AdvertisingExpense | 20-F Mar 13, 2025 |
| FY2021 | Dec 31, 2021 | $98.5M | +16.3% | $836M | 11.8% | AdvertisingExpense | 20-F Mar 18, 2024 |
| FY2020 | Dec 31, 2020 | $84.7M | -32.0% | $750M | 11.3% | AdvertisingExpense | 20-F Mar 30, 2023 |
| FY2019 | Dec 31, 2019 | $125M | -9.4% | $674M | 18.5% | AdvertisingExpense | 20-F Mar 31, 2022 |
| FY2018 | Dec 31, 2018 | $138M | -44.7% | $690M | 19.9% | AdvertisingExpense | 20-F Mar 18, 2021 |
| FY2017 | Dec 31, 2017 | $249M | -7.9% | $1.8B | 14.1% | AdvertisingExpense | 20-F Apr 21, 2020 |
| FY2016 | Dec 31, 2016 | $270M | n/a | $1.7B | 16.4% | AdvertisingExpense | 20-F Mar 28, 2019 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Sohu.com in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 291 | CrowdStrike | $127M | 2.6% | +7.1% | FY2026 |
| 292 | Edgewell Personal Care | $126M | 5.7% | -0.6% | FY2025 |
| 293 | Sohu.com | $126M | 21.5% | -24.3% | FY2025 |
| 294 | Paycom Software | $126M | 6.1% | +45.4% | FY2025 |
| 295 | ZipRecruiter | $125M | 27.9% | +27.7% | FY2025 |
| 296 | CNH Industrial | $125M | 0.7% | +4.2% | FY2025 |
| 297 | Six Flags Entertainment | $124M | 4.0% | +20.5% | FY2025 |
Full ranking of 336 companies · Biggest cuts #7 · Highest ad-to-revenue #32
Questions
How much does Sohu.com spend on advertising?
Sohu.com spent $126M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 20-F filed Mar 12, 2026.
What percentage of revenue does Sohu.com spend on advertising?
21.5% of revenue in fiscal 2025 ($126M of $584M). The median across the 336 companies tracked is 5.2%.
Is Sohu.com spending more on advertising?
No. Ad spend fell 24.3% in fiscal 2025 from fiscal 2024.
How does Sohu.com rank by advertising spend?
#293 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Sohu.com's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 20-F for FY2025, filed Mar 12, 2026
- Accession number
0001193125-26-102990- Company
- Sohu.com Ltd, CIK 1734107, SIC 7374 (Services-Computer Processing & Data Preparation)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Sohu.com advertising spend, FY2016-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 20-F filed Mar 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/sohu-com/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies