Improved Full-Year Profitability
Generated $76.7M net income for FY2025, up 22% YoY ($13.9M increase); ninth consecutive year of positive net income; operating income for the year $96.0M, up 26% YoY.
Paid Subscriber and Platform Momentum
Paid subscribers ended Q4 at just over 3.09M, up ~132,000 or >4% YoY; Platform revenue Q4 $83.9M, up 6% YoY and Platform revenue up ~5% for the full year; ARPU increased 5% to $55.77 (from $53.12).
Gross Margin Expansion
Total gross margin improved to 55.1% for FY2025 from 49.5% in 2024 (+5.6 percentage points); Q4 gross margin 47.4% vs 44.9% prior year; platform gross margin ~89% for the year.
Product and Platform Innovation
Launched multiple new products and services including 2 next-generation cutting machines (Cricut Joy 2 and Cricut Explore 5), new heat presses (EasyPress Mini LT and EasyPress SE), Create AI, guided project flows and a Direct-to-Film (DTF) service — positioning new monetization levers and improved user experience.
Connected Machine Sell-Out and Bundle Strategy
Management reports positive connected machine sell-out for 2025 and quarter-to-date 2026; introduced a bundle-first strategy (machines bundled with materials and guided flows) to improve out-of-box experience and drive future monetization.
International Growth
International sales in Q4 were $57.8M, up 9% YoY and represented 28% of total revenue (vs 25% prior year); full-year international sales up 8% and represented 24% of revenue.
Strong Cash Position and Capital Returns
Generated $200M cash from operations in 2025, ended year with $276M cash and equivalents, remained debt-free; returned capital via $24.6M stock repurchases and ~$202.1M in dividends for the year.