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Zillow Group, Inc. ZG Reportable Segments — Marketing and advertising costs
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Where this comes from
Reported directly by Zillow Group, Inc. in its filing.
Tagged under the XBRL concept us-gaap:MarketingAndAdvertisingExpense.
The source filing: Zillow Group, Inc.’s 10-Q, filed August 5, 2026.
- Filed
- Aug 5, 2026, 4:36 PM EDT
- Fiscal quarter
- Q2 FY2026
- Calendar quarter
- Q2 2026
- Accession
- 0001617640-26-000052
| Line item | Three Months Ended June 30, 2026 | Three Months Ended June 30, 2025 | Six Months Ended June 30, 2026 | Six Months Ended June 30, 2025 |
|---|---|---|---|---|
| Direct product and service costs | 115 | 73 | 214 | 123 |
| Share-based compensation | 75 | 99 | 156 | 196 |
| Depreciation and amortization | 65 | 67 | 130 | 132 |
| Marketing and advertising costs | 74 | 64 | 119 | 107 |
| Software and hardware costs | 39 | 27 | 73 | 53 |
| Third-party professional service fees | 40 | 19 | 71 | 36 |
| Restructuring costs | 36 | — | 36 | — |
| Facility expenses | 7 | 7 | 13 | 14 |
Item 1. Financial Statements (unaudited)
FAQ
- What is Zillow Group, Inc.'s reportable segments — marketing and advertising costs?
- Zillow Group, Inc. (ZG) reported reportable segments — marketing and advertising costs of $74M in Q2 2026.
- How has Zillow Group, Inc.'s reportable segments — marketing and advertising costs changed year-over-year?
- Zillow Group, Inc.'s reportable segments — marketing and advertising costs increased by 15.6% year-over-year, from $64M to $74M.
- What is the long-term trend for Zillow Group, Inc.'s reportable segments — marketing and advertising costs?
- Over 3 years (2022 to 2025), Zillow Group, Inc.'s reportable segments — marketing and advertising costs has grown at a 5.0% compound annual growth rate (CAGR), from $165M to $191M.
- What does reportable segments — marketing and advertising costs mean?
- Covers the expenditures incurred to promote the segment's brands, acquire new customers, and maintain market presence. This metric is critical for evaluating the return on investment for customer acquisition strategies and brand positioning efforts.
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