Weibo advertising spend, FY2025

Weibo (WB) reported $338M of advertising expense for the fiscal year ended Dec 31, 2025. That is 19.2% of revenue of $1.8B. Up 5.7% from FY2024.

Ad spend, FY2025
$338M
year ended Dec 31, 2025
Change vs prior year
+5.7%
vs FY2024
Share of revenue
19.2%
of $1.8B revenue
Rank by ad spend
#160
of 336 companies

Key facts

  • Ad spend is 4.2x its FY2015 level ($81.2M), faster than revenue (3.7x).
  • The highest year on file is FY2018 at $429M; FY2025 is 21% below it.
  • Largest increase +117.6% in FY2017; largest cut -25.7% in FY2022.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 19.2% of revenue, down from 19.6% in FY2020.
  • Weibo spends more on advertising than 53% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 3.7x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M FY2012 (ended 2012-12-31): $23.5M FY2013 (ended 2013-12-31): $33.2M 2013 FY2014 (ended 2014-12-31): $71M FY2015 (ended 2015-12-31): $81.2M 2015 FY2016 (ended 2016-12-31): $92.2M FY2017 (ended 2017-12-31): $201M 2017 FY2018 (ended 2018-12-31): $429M FY2019 (ended 2019-12-31): $352M 2019 FY2020 (ended 2020-12-31): $331M FY2021 (ended 2021-12-31): $418M 2021 FY2022 (ended 2022-12-31): $310M FY2023 (ended 2023-12-31): $302M 2023 FY2024 (ended 2024-12-31): $320M FY2025 (ended 2025-12-31): $338M 2025 $338M

Ad spend as % of revenue

0% 10% 20% 30% 40% FY2012 (ended 2012-12-31): 35.6% FY2013 (ended 2013-12-31): 17.6% 2013 FY2014 (ended 2014-12-31): 21.2% FY2015 (ended 2015-12-31): 17.0% 2015 FY2016 (ended 2016-12-31): 14.1% FY2017 (ended 2017-12-31): 17.4% 2017 FY2018 (ended 2018-12-31): 25.0% FY2019 (ended 2019-12-31): 19.9% 2019 FY2020 (ended 2020-12-31): 19.6% FY2021 (ended 2021-12-31): 18.5% 2021 FY2022 (ended 2022-12-31): 16.9% FY2023 (ended 2023-12-31): 17.2% 2023 FY2024 (ended 2024-12-31): 18.2% FY2025 (ended 2025-12-31): 19.2% 2025 19.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $338M +5.7% $1.8B 19.2% MarketingAndAdvertisingExpense 20-F Apr 23, 2026
FY2024 Dec 31, 2024 $320M +5.8% $1.8B 18.2% MarketingAndAdvertisingExpense 20-F Apr 23, 2026
FY2023 Dec 31, 2023 $302M -2.6% $1.8B 17.2% MarketingAndAdvertisingExpense 20-F Apr 23, 2026
FY2022 Dec 31, 2022 $310M -25.7% $1.8B 16.9% MarketingAndAdvertisingExpense 20-F Apr 15, 2025
FY2021 Dec 31, 2021 $418M +26.3% $2.3B 18.5% MarketingAndAdvertisingExpense 20-F Apr 25, 2024
FY2020 Dec 31, 2020 $331M -6.1% $1.7B 19.6% MarketingAndAdvertisingExpense 20-F Apr 27, 2023
FY2019 Dec 31, 2019 $352M -17.8% $1.8B 19.9% MarketingAndAdvertisingExpense 20-F Mar 10, 2022
FY2018 Dec 31, 2018 $429M +113.8% $1.7B 25.0% MarketingAndAdvertisingExpense 20-F Apr 22, 2021
FY2017 Dec 31, 2017 $201M +117.6% $1.2B 17.4% MarketingAndAdvertisingExpense 20-F Apr 29, 2020
FY2016 Dec 31, 2016 $92.2M +13.5% $656M 14.1% MarketingAndAdvertisingExpense 20-F Apr 29, 2019
FY2015 Dec 31, 2015 $81.2M +14.4% $478M 17.0% MarketingAndAdvertisingExpense 20-F Apr 26, 2018
FY2014 Dec 31, 2014 $71M +113.9% $334M 21.2% MarketingAndAdvertisingExpense 20-F Apr 27, 2017
FY2013 Dec 31, 2013 $33.2M +41.3% $188M 17.6% MarketingAndAdvertisingExpense 20-F Apr 28, 2016
FY2012 Dec 31, 2012 $23.5M n/a $65.9M 35.6% MarketingAndAdvertisingExpense 20-F Apr 28, 2015

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
157 PENN Entertainment $358M 5.1% -21.5% FY2025
158 Yum China $354M 3.0% +2.3% FY2025
159 ServiceNow $348M 2.6% +18.0% FY2025
160 Weibo $338M 19.2% +5.7% FY2025
161 Angi $334M 32.4% +0.2% FY2025
162 Southwest Airlines $332M 1.2% -4.0% FY2025
163 People Inc. $328M 13.7% +3.3% FY2025

Full ranking of 336 companies · Biggest increases #172 · Highest ad-to-revenue #40

Questions

How much does Weibo spend on advertising?

Weibo spent $338M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 20-F filed Apr 23, 2026.

What percentage of revenue does Weibo spend on advertising?

19.2% of revenue in fiscal 2025 ($338M of $1.8B). The median across the 336 companies tracked is 5.2%.

Is Weibo spending more on advertising?

Yes. Ad spend rose 5.7% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Weibo rank by advertising spend?

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

What does Weibo's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
20-F for FY2025, filed Apr 23, 2026
Accession number
0001104659-26-047217
Company
WEIBO Corp, CIK 1595761, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Weibo advertising spend, FY2012-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 20-F filed Apr 23, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/weibo/advertising-spend/
Download
CSV, all years · CSV, all 336 companies