Uber advertising spend, FY2025

Uber (UBER) reported $2.2B of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.2% of revenue of $52B. Up 15.8% from FY2024.

Ad spend, FY2025
$2.2B
year ended Dec 31, 2025
Change vs prior year
+15.8%
vs FY2024
Share of revenue
4.2%
of $52B revenue
Rank by ad spend
#32
of 336 companies

Key facts

  • Ad spend is 2.2x its FY2020 level ($1B), slower than revenue (4.7x).
  • FY2025 is the highest year on file, going back to FY2017.
  • Largest increase +70.0% in FY2021; largest cut -23.1% in FY2020.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 4.2% of revenue, down from 9.0% in FY2020.
  • Uber spends more on advertising than 91% 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 $1B $2B $3B FY2017 (ended 2017-12-31): $1.1B 2017 FY2018 (ended 2018-12-31): $1.3B FY2019 (ended 2019-12-31): $1.3B 2019 FY2020 (ended 2020-12-31): $1B FY2021 (ended 2021-12-31): $1.7B 2021 FY2022 (ended 2022-12-31): $1.7B FY2023 (ended 2023-12-31): $1.7B 2023 FY2024 (ended 2024-12-31): $1.9B FY2025 (ended 2025-12-31): $2.2B 2025 $2.2B

Ad spend as % of revenue

0% 5% 10% 15% FY2017 (ended 2017-12-31): 13.9% 2017 FY2018 (ended 2018-12-31): 12.5% FY2019 (ended 2019-12-31): 10.0% 2019 FY2020 (ended 2020-12-31): 9.0% FY2021 (ended 2021-12-31): 9.7% 2021 FY2022 (ended 2022-12-31): 5.3% FY2023 (ended 2023-12-31): 4.6% 2023 FY2024 (ended 2024-12-31): 4.3% FY2025 (ended 2025-12-31): 4.2% 2025 4.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $2.2B +15.8% $52B 4.2% AdvertisingExpense 10-K Feb 13, 2026
FY2024 Dec 31, 2024 $1.9B +11.8% $44B 4.3% AdvertisingExpense 10-K Feb 13, 2026
FY2023 Dec 31, 2023 $1.7B 0.0% $37.3B 4.6% AdvertisingExpense 10-K Feb 13, 2026
FY2022 Dec 31, 2022 $1.7B 0.0% $31.9B 5.3% AdvertisingExpense 10-K Feb 14, 2025
FY2021 Dec 31, 2021 $1.7B +70.0% $17.5B 9.7% AdvertisingExpense 10-K Feb 15, 2024
FY2020 Dec 31, 2020 $1B -23.1% $11.1B 9.0% AdvertisingExpense 10-K Feb 21, 2023
FY2019 Dec 31, 2019 $1.3B 0.0% $13B 10.0% AdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $1.3B +18.2% $10.4B 12.5% AdvertisingExpense 10-K Mar 1, 2021
FY2017 Dec 31, 2017 $1.1B n/a $7.9B 13.9% AdvertisingExpense 10-K Mar 2, 2020

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
28 Merck $2.3B 3.5% -4.2% FY2025
29 Bank of America $2.2B 1.9% +12.7% FY2025
30 Baidu $2.2B 11.9% +15.8% FY2025
31 Intuit $2.2B 10.3% +4.8% FY2026
32 Uber $2.2B 4.2% +15.8% FY2025
33 AbbVie $2.1B 3.4% 0.0% FY2025
34 Meta $2.1B 1.0% +1.5% FY2025

Full ranking of 336 companies · Biggest increases #89

Questions

How much does Uber spend on advertising?

Uber spent $2.2B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 13, 2026.

What percentage of revenue does Uber spend on advertising?

4.2% of revenue in fiscal 2025 ($2.2B of $52B). The median across the 336 companies tracked is 5.2%.

Is Uber spending more on advertising?

Yes. Ad spend rose 15.8% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Uber rank by advertising spend?

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

What does Uber's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Feb 13, 2026
Accession number
0001543151-26-000015
Company
Uber Technologies, Inc, CIK 1543151, SIC 7389 (Services-Business Services, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Uber advertising spend, FY2017-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/uber-technologies/advertising-spend/
Download
CSV, all years · CSV, all 336 companies