What AppLovin's FY2025 10-K says: 12 signals
AppLovin filed its latest 10-K with the SEC on Feb 19, 2026. It discusses AI investment, competitor named and compliance burden.
Public (APP)Software Development1,001 to 5,000 employeesapplovin.comLinkedIn
- Filed
- Feb 19, 2026
- Period
- FY2025
- Fiscal year end
- 12/31
- Filings
- 1
10-K · latest 10
What AppLovin's 10-K filings say
- SEC EDGAR
10-K · FY2025
Filed · Fiscal year ends 12/31 · 12 signals
AppLovin completed the sale of its Apps business on June 30, 2025
The company has divested its first-party apps business to focus exclusively on its core advertising technology solutions.
AppLovin names Meta, Google, Amazon, and Unity Software as key competitors
AppLovin operates in a highly competitive advertising ecosystem and directly competes with major technology players for advertising spend.
MetaGoogleAmazonUnity Software
AppLovin divested its Apps business on June 30, 2025 to focus on core ad-tech
By completing the sale of its Apps business, AppLovin has sharpened its strategic focus on its high-growth, AI-powered advertising solutions.
MetaGoogleAmazonUnity Software
AppLovin is executing a new market expansion into e-commerce and Connected TV (CTV)
The company is actively applying its core technology to enter new verticals like web-based e-commerce and the growing CTV industry via its Wurl platform.
CTVAIMetaGoogle
AppLovin dedicates 42% of its workforce (380 employees) to R&D as of Dec 2025
A significant portion of AppLovin's budget is allocated to human capital in R&D, indicating a strong commitment to technological innovation, primarily around its AI engine.
42%
of total headcount in research and development
AIMetaGoogleAmazon
AppLovin identifies enhancing its Axon AI engine as critical to future growth
The company is heavily investing in its Axon AI technology, which powers its core advertising recommendation engine.
42%
total headcount involved in research and development
AI
Data-intensive AI model creates significant compliance burden from global privacy regulations.
The company's core business relies on processing vast amounts of data for its Axon AI engine, subjecting it to numerous complex and evolving privacy laws.
AI
AppLovin's growth strategy is centered on enhancing its Axon AI advertising engine
The company's success is intricately linked to the compounding improvements of its Axon AI recommendation engine.
AIAxon AIMetaGoogle
AppLovin's workforce is now 60% international, operating across 15 countries
With a majority of its 898 employees located outside the US, AppLovin is managing a distributed global workforce.
60%
global employees located outside of the U.S.
AppLovin reports specific US workforce diversity metrics, with 47% from diverse groups.
The company is actively tracking and reporting specific diversity metrics (47% from diverse groups, 36% female in the US), indicating that DEI is a corporate priority.
47%
US employees from one or more diverse groups
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Questions about AppLovin 10-K
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Source. Annual reports (Form 10-K) filed with the SEC. Every card links to the filing on EDGAR.
Method. Insights are extracted from the filing text and grouped by category. Numbers are quoted from the filing.
Data as of .