Cricut, Inc. Reports Third Quarter 2025 Financial Results

Over 3 million Paid Subscribers, up 6% over Q3 2024  

Q3 2025 revenue of $170.4 million, up 2% compared to Q3 2024

Net income of $20.5 million, up 79% compared to Q3 2024

Recurring semi-annual dividend of $0.10 per share to be paid in January 2026

SOUTH JORDAN, Utah, Nov. 04, 2025 (GLOBE NEWSWIRE) -- Cricut, Inc. ("Cricut") (NASDAQ:CRCT), the creative technology company that has brought a connected platform for making to millions of users worldwide, today announced financial results for its third quarter ended September 30, 2025.

"We are pleased with our second consecutive quarter of sales growth in Q3. Sales grew 2%, operating income grew 114%, EPS grew 100%, and paid subscribers grew 6% to over 3 million paid subscribers," said Ashish Arora, Chief Executive of Cricut. "We are relentlessly focused on increasing our speed of execution and are accelerating investments that will help drive future revenue growth. We are continuing to lean into these investments even as we navigate the uncertainty introduced by tariffs. These accelerated investments are in hardware product development, materials, engagement and marketing, including increased awareness in our international markets."

Third Quarter 2025 Financial Results

• Revenue was $170.4 million, up 2% from Q3 2024.
• Platform revenue was $82.8 million, up 7% over Q3 2024.
• Products revenue was $87.7 million, down 3% from Q3 2024.
• Connected machine revenues increased 12% for the quarter and up 2% year to date.
• International revenue increased by 5% over Q3 2024 and was 24% of total revenue, up from 23% of total revenue in Q3 2024.
• Gross margin was 55.2%, up from 46.1% in Q3 2024.
• Operating income was $22.7 million, or 13.3% of revenue, and up 114% from Q3 2024. Operating income in Q3 2024 was $10.6 million, or 6.3% of revenue.
• Net income was $20.5 million, or 12.0% of revenue, and up 79% from Q3 2024. Net income in Q3 2024 was $11.5 million, or 6.8% of revenue.
• Diluted earnings per share was $0.10, up from $0.05 per share in Q3 2024.
• Generated $20 million in Cash from Operations in Q3.
• Used $2.3 million to repurchase 441 thousand shares of our common stock in Q3 with $46.9 million remaining on our $50 million authorized stock repurchase program, which the board replenished in May.

"We posted strong profits with operating profits up 114% year over year and generated healthy cash flows, which funds inventory needs and investments for long-term growth. We generated $20 million in cash from operations, used $2.3 million to repurchase 441,000 shares of our stock, ended Q3 with cash and cash equivalents of $207 million and remain debt free," said Kimball Shill, Chief Financial Officer of Cricut. "We are pleased to announce that the Board of Directors recently authorized a recurring semi-annual dividend of $0.10 per share for shareholders of record on January 6^th, 2026, payable on January 20^th, 2026."**

Recent Business Highlights

• Paid Subscribers increased to over 3 million, up 6% year-over-year.
• Platform ARPU increased to $54.96, up 4% year-over-year.
• Active Users about flat year-over-year to nearly 5.9 million.
• 90-Day Engaged Users down 3% year-over-year to 3.4 million.

** The approved dividend is to the Company's Class A and Class B Common Stockholders. In addition, holders of restricted stock units that are unvested on the record date are credited with a dividend equivalent based on the value of the per share dividend pursuant to the terms of the Company's equity incentive documents. The dividend equivalent entitles such holders to receive additional shares upon vesting of the corresponding restricted stock units. The board of directors views this level of capital allocation, both stock repurchases and dividends, as appropriate given the company's operating and financial plans and will continue to evaluate capital allocation on a regular basis.

Key Performance Metrics

In addition to the measures presented in our condensed consolidated financial statements, we use the following key business metrics to evaluate our business, identify trends affecting our business, formulate business plans and make strategic decisions. We believe these metrics are useful to investors because they can help in monitoring the long-term health of our business. Our determination and presentation of these metrics may differ from that of other companies. The presentation of these metrics is meant to be considered in addition to, not as a substitute for or in isolation from, our financial measures prepared in accordance with GAAP.

		As of September 30,
	2025			2024
Active Users (in thousands)		5,874			5,894
90-Day Engaged Users (in thousands)		3,419			3,532
Paid Subscribers (in thousands)		3,004			2,838

	As of September 30,
	2025			2024
Platform ARPU	$	54.96		$	52.86

Glossary of Terms

Active Users

We define Active Users as registered users of at least one registered connected machine who have utilized their connected machine to create a project in the last 365 days. One user may own multiple registered connected machines but is only counted once if that user registers those connected machines by using the same email address. If possession of a connected machine is transferred to a new owner and registered by that new owner, the new owner is added to the total Active Users and the prior owner is removed from the total Active Users if the prior owner does not own any other registered connected machines. Active Users is a key indicator of the health of our business, because changes in the number of Active Users excludes non-users to better represent opportunities for us to drive additional platform and accessories and materials revenue.

90-Day Engaged Users

We define 90-Day Engaged Users as registered users of at least one registered connected machine who have utilized their connected machine to create a project in the last 90 days. One user may own multiple registered connected machines but is only counted once if that user registers those connected machines by using the same email address. If possession of a connected machine is transferred to a new owner and registered by that new owner, the new owner is added to the total 90-Day Engaged Users and the prior owner is removed from the total 90-Day Engaged Users if the prior owner does not own any other registered connected machines. 90-Day Engaged Users excludes non-users to better represent opportunities for us to drive additional platform and accessories and materials revenue.

Paid Subscribers

We define Paid Subscribers as the number of users with a subscription to Cricut Access or Cricut Access Premium, excluding cancelled, unpaid or free trial subscriptions, as of the end of a period. Paid Subscribers is a key metric to track growth in our Platform revenue and potential leverage in our gross margin.

Platform ARPU

We define Platform ARPU as Platform revenue in a 12-month period divided by Active Users. Platform ARPU allows us to forecast Platform revenue over time and is an indicator of our ability to expand with users and of user engagement with our subscription offerings.

Webcast and Conference Call Information

Cricut management will host a conference call and webcast to discuss the results today, Tuesday, November 4, 2025 at 3:00 p.m. Mountain Time (5:00 p.m. Eastern Time). Information about Cricut's financial results, including a link to the live and archived webcast of the conference call, will be made available on Cricut's investor relations website at https://investor.cricut.com/.

The live call may also be accessed via telephone. Please pre-register using this link: https://register-conf.media-server.com/register/BI95109af286ef4128ad28ba5763ad0f76. After registering, a confirmation will be sent via email and will include dial-in details and a unique PIN code for entry to the call. To avoid long wait times, we suggest registering at minimum 15 minutes before the start of the call to receive your unique PIN code.

About Cricut, Inc.

Cricut, Inc. is a creative technology company that helps people lead creative lives. Cricut hardware and design software work together as a connected platform for consumers to make beautiful, high-quality DIY projects quickly and easily. These industry-leading products include a flagship line of smart cutting machines — the Cricut Maker^® series, the Cricut Explore^® series, Cricut Joy^® series, and Cricut Venture^® — accompanied by other unique tools like Cricut EasyPress^®, the Infusible Ink^® system, and a diverse collection of materials. In addition to providing tools and materials, Cricut fosters a thriving community of millions of dedicated users worldwide.

Cricut has used, and intends to continue using, its investor relations website and the Cricut News Blog (https://cricut.com/blog/news/) to disclose material non-public information and to comply with its disclosure obligations under Regulation FD. Accordingly, you should monitor our investor relations website and the Cricut News Blog in addition to following our press releases, SEC filings and public conference calls and webcasts.

Media Contact:

Avani Patel

[email protected]

Investor Contact:

Jim Suva

[email protected]

Source: Cricut, Inc.

Cautionary Statement Regarding Forward-Looking Statements

This press release contains "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933 as amended (the "Act"), and Section 21E of the Securities Exchange Act of 1934, as amended (the "Exchange Act"). These statements include, but are not limited to, quotations from management, business outlook, strategies, capital allocation plans, the impact of tariffs on our business, market size and growth opportunities. Forward-looking statements generally can be identified by the fact that they do not relate strictly to historical or current facts and by the use of forward-looking words such as "anticipates," "believes," "targets," "potential," "estimates," "expects," "intends," "plans," "projects," "may," "will" or similar terminology. In particular, statements, express or implied, concerning future actions, conditions or events, future results of operations or the ability to generate revenues, income or cash flow are forward-looking statements. These statements are based on and reflect our current expectations, estimates, assumptions and/ or projections and our perception of historical trends and current conditions, as well as other factors that we believe are appropriate and reasonable under the circumstances. Forward-looking statements are neither predictions nor guarantees of future events, circumstances or performance and are inherently subject to known and unknown risks, uncertainties and assumptions, many of which are beyond our control, that could cause our actual results to differ materially from those indicated by those statements. There can be no assurance that our expectations, estimates, assumptions and/or projections, including with respect to the future earnings and performance of Cricut, Inc., will prove to be correct or that any of our expectations, estimates or projections will be achieved. The forward-looking statements included in this press release are only made as of the date indicated on the relevant materials and are based on our estimates and opinions at the time the statements are made. We disclaim any obligation to publicly update any forward-looking statement to reflect subsequent events or circumstances or changes in opinion, except as required by law.

Numerous factors could cause our actual results and events to differ materially from those expressed or implied by forward-looking statements including, but not limited to, risks and uncertainties associated with: our ability to attract and engage with our users; competitive risks; supply chain, manufacturing, distribution and fulfillment risks; international risks, including regulation, trade wars, heightened, scheduled, or threatened tariffs or by retaliatory trade measures that have materially increased our costs and the potential for further trade barriers or disruptions; sales and marketing risks, including our dependence on sales to brick-and-mortar and online retail partners and our need to continue to grow online sales; risks relating to the complexity of our business, which includes connected machines, custom tools, hundreds of materials, design apps, e-commerce software, subscriptions, content, international production, direct sales and retail distribution; risks related to product quality, safety and warranty claims and returns; risks related to the fluctuation of our quarterly results of operations and other operating metrics; risks related to intellectual property, cybersecurity and potential data breaches; risks related to our dependence on our Chief Executive Officer; risks related to our status as a "controlled company"; and the impact of economic and geopolitical events, natural disasters and actual or threatened public health emergencies, current recessionary pressures and any resulting economic slowdown from any of these events, or other resulting interruption to our operations. These risks and uncertainties are described in greater detail, or are incorporated by reference, under the heading "Risk Factors" in the most recent form 10-K or 10-Q that we have filed with the Securities and Exchange Commission ("SEC").

In addition, certain risks and uncertainties not presently known to us or that we currently believe to be immaterial could affect the accuracy of any such forward-looking statements. All forward-looking statements should be evaluated with the understanding of their inherent uncertainty. The forward-looking statements included in these materials are only made as of the date indicated on the relevant materials and we disclaim any obligation to publicly update any forward-looking statement to reflect subsequent events or circumstances, except as required by law.

Cricut, Inc. Condensed Consolidated Statements of Operations and Comprehensive Income (unaudited) (in thousands, except share and per share amounts)
	Three Months Ended September 30,								Nine Months Ended September 30,
		2025				2024				2025				2024
Revenue:
Platform	$	82,783			$	77,674			$	243,466			$	233,609
Products		87,654				90,216				261,717				269,620
Total revenue		170,437				167,890				505,183				503,229
Cost of revenue:
Platform		8,957				10,000				26,441				27,647
Products		67,384				80,527				184,759				216,785
Total cost of revenue		76,341				90,527				211,200				244,432
Gross profit		94,096				77,363				293,983				258,797
Operating expenses:
Research and development		16,865				15,240				49,284				44,408
Sales and marketing		37,467				35,278				110,029				101,662
General and administrative		17,113				16,249				52,573				50,494
Total operating expenses		71,445				66,767				211,886				196,564
Income from operations		22,651				10,596				82,097				62,233
Other income (expense):
Interest income		2,342				2,718				9,277				8,189
Interest expense		(183	)			(84	)			(343	)			(245	)
Other income		821				932				1,064				2,067
Total other income, net		2,980				3,566				9,998				10,011
Income before provision for income taxes		25,631				14,162				92,095				72,244
Provision for income taxes		5,119				2,674				23,181				21,340
Net income	$	20,512			$	11,488			$	68,914			$	50,904
Other comprehensive income (loss):
Change in net unrealized gains (losses) on marketable securities, net of tax	$	(453	)		$	46			$	(268	)		$	—
Change in foreign currency translation adjustment, net of tax		(14	)			229				367				140
Comprehensive income	$	20,045			$	11,763			$	69,013			$	51,044
Earnings per share, basic	$	0.10			$	0.05			$	0.32			$	0.24
Earnings per share, diluted	$	0.10			$	0.05			$	0.32			$	0.24
Weighted-average common shares outstanding, basic		212,257,907				214,769,065				212,189,253				214,706,773
Weighted-average common shares outstanding, diluted		215,287,127				215,749,745				214,015,617				215,281,337

Cricut, Inc. Condensed Consolidated Balance Sheets (in thousands, except share and per share amounts)
	As of September 30, 2025				As of December 31, 2024
	(unaudited)
Assets
Current assets:
Cash and cash equivalents	$	187,873			$	232,140
Marketable securities		19,229				104,774
Accounts receivable, net		88,540				101,980
Inventories		134,899				115,255
Prepaid expenses and other current assets		10,557				26,065
Total current assets		441,098				580,214
Property and equipment, net		38,667				37,546
Operating lease right-of-use asset		11,686				13,958
Deferred tax assets		53,553				39,186
Other assets		19,250				22,131
Total assets	$	564,254			$	693,035
Liabilities and Stockholders' Equity
Current liabilities:
Accounts payable	$	68,323			$	53,373
Accrued expenses and other current liabilities		65,947				76,274
Deferred revenue, current portion		49,115				45,427
Operating lease liabilities, current portion		3,607				3,899
Dividends payable, current portion		46				24,401
Total current liabilities		187,038				203,374
Operating lease liabilities, net of current portion		8,907				11,310
Deferred revenue, net of current portion		2,578				2,826
Other non-current liabilities		7,339				8,764
Total liabilities		205,862				226,274
Commitments and contingencies
Stockholders' equity:
Preferred stock, par value $0.001 per share, 100,000,000 shares authorized, no shares issued and outstanding as of September 30, 2025 and December 31, 2024.		—				—
Common stock, par value $0.001 per share, 1,250,000,000 shares authorized as of September 30, 2025, 212,194,793 shares issued and outstanding as of September 30, 2025; 1,250,000,000 shares authorized as of December 31, 2024, 213,295,922 shares issued and outstanding as of December 31, 2024.		212				213
Additional paid-in capital		337,575				466,554
Retained earnings		20,512				—
Accumulated other comprehensive income (loss)		93				(6	)
Total stockholders' equity		358,392				466,761
Total liabilities and stockholders' equity	$	564,254			$	693,035

Cricut, Inc. Condensed Consolidated Statements of Cash Flows (unaudited) (in thousands)
	Nine Months Ended September 30,
		2025				2024
Cash flows from operating activities:
Net income	$	68,914			$	50,904
Adjustments to reconcile net income to net cash and cash equivalents provided by operating activities:
Depreciation and amortization (including amortization of debt issuance costs)		18,136				22,308
Bad debt expense (benefit)		(1,975	)			(454	)
Stock-based compensation		27,522				33,255
Deferred income tax		(14,220	)			(12,016	)
Non-cash lease expense		2,652				3,805
Unrealized foreign currency (gain) loss		(727	)			304
Provision for inventory obsolescence, net		(15,946	)			110
Other		(740	)			(1,810	)
Changes in operating assets and liabilities:
Accounts receivable		16,009				18,061
Inventories		2,776				86,283
Prepaid expenses and other current assets		16,496				(13,673	)
Other assets		(3,316	)			(605	)
Accounts payable		14,760				(30,635	)
Accrued expenses and other current liabilities and other non-current liabilities		(12,908	)			7,574
Operating lease liabilities		(3,075	)			(4,197	)
Deferred revenue		3,440				2,671
Net cash and cash equivalents provided by operating activities		117,798				161,885
Cash flows from investing activities:
Purchase of marketable securities		—				(110,521	)
Proceeds from maturities of marketable securities		85,074				110,527
Purchases of property and equipment, including capitalized software development costs		(17,183	)			(14,442	)
Net cash and cash equivalents provided by (used in) investing activities		67,891				(14,436	)
Cash flows from financing activities:
Repurchase of common stock		(19,094	)			(30,483	)
Employee tax withholding payments on stock-based awards		(9,315	)			(7,144	)
Cash dividend		(202,074	)			(109,775	)
Net cash and cash equivalents used in financing activities		(230,483	)			(147,402	)
Effect of exchange rate on changes on cash and cash equivalents		527				142
Net increase in cash and cash equivalents		(44,267	)			189
Cash and cash equivalents at beginning of period		232,140				142,187
Cash and cash equivalents at end of period	$	187,873			$	142,376
Supplemental disclosures of cash flow information:
Cash paid during the period for interest	$	—			$	—
Cash paid during the period for income taxes	$	15,209			$	34,898
Supplemental disclosures of non-cash investing and financing activities:
Right-of-use assets obtained in exchange for new operating lease liabilities	$	371			$	477
Property and equipment included in accounts payable and accrued expenses and other current liabilities	$	2,611			$	1,479
Tax withholdings on stock-based awards included in accrued expenses and other current liabilities	$	1,019			$	436
Stock-based compensation capitalized for software development costs	$	1,264			$	1,121
Dividend declared but unpaid	$	46			$	410