Ano Kaisha no Shikumi
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Alphabet

Alphabet Inc.

Company highlights

A company where advertisers pay what the users do not.

Vol.6, Chapter 1 (as of 2026-08-26)

Key figures

Period to 2025-12-31ConsolidatedU.S. GAAP

RevenueDisclosed US$402.8B
Operating marginCalculated 32.0%
Net assets to total assetsCalculated 69.8%

Business revenue model

Featured in

Vol.6, Chapter 1 (as of 2026-08-26)

“Kaisha no Shikumi: Free”, Chapter 1: Google and LINE Yahoo: One Where Advertisers Pay 73.2%, One That Split the Payers Five Ways

Book’s reference date 2026-08-26 / data last checked 2026-10-20

Key points in this volumeA free service's profits depend not just on how many people use it, but on who pays.

Search, YouTube and Maps cost the user nothing. Of US$402.8 billion in net sales for the year ended December 2025, 73.2% is paid by advertisers. In the year ended December 2018 it was 85.1%.

A free doorway has a cost of its own. Traffic acquisition costs, which include payments to be the default in a search box, were US$59.9 billion, or 20.3% of advertising revenue. Cloud was US$58.7 billion at a 23.7% margin. The company paid no dividend from its listing until it paid one for the first time in 2024.

Figures from the book

How money moves at Alphabet: users use Search and YouTube free, and advertisers pay 73.2% of sales
How money moves at Alphabet (figure from Chapter 1 of “Kaisha no Shikumi: Free”, year ended December 2025, in Japanese)

Coverage in the book

  • Search, Maps, and Video Are All Free, and Revenue Is $402.8 Billion
  • What Alphabet Makes Its Money From
  • Advertising Went from 85.1% of Revenue to 73.2%
  • $59.9 Billion Goes to Search Distribution and Partner Sites
  • In December 2025, Exclusive Contracts Were Barred

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Cover of “Kaisha no Shikumi: Free” “Kaisha no Shikumi: Free” Chapter 1: Alphabet “Google and LINE Yahoo: One Where Advertisers Pay 73.2%, One That Split the Payers Five Ways” “Ano Kaisha no Shikumi” series, Vol.6 — Kindle and paperback Find it on Amazon →

Company profile

No securities code (not listed)

Tables scroll sideways

Disclosed data

Source: Annual Securities Report ( to 2025-12-31)

Profitability ★★★★★position among all companies 32.0%
Growth (revenue, 4-year average) ★★★★☆position among all companies 11.8%
Capital efficiency ★★★★★position among all companies 31.8%

Business activities and revenue composition

Breakdown by business: not published

Revenue and profit

Performance, financial position and capital allocation

Finance
69.8% Net assets to total assets FY ending 12/2025 · consolidated / calculated
Capital allocation
127.8% Cash conversion FY ending 12/2025 · consolidated / calculated

Alphabet

Recent performance trends

Source Annual securities reports

403 269 134 0 4 years ago 3 years ago 2 years ago Last year This year Net sales and operating revenue ¥ billion
Consolidated indicators (6 items)
Item4 years ago3 years ago2 years agoLast yearThis year
Net sales US$257.6 billion US$282.8 billion US$307.4 billion US$350.0 billion US$402.8 billion
Operating income US$78.7 billion US$74.8 billion US$84.3 billion US$112.4 billion US$129.0 billion
Net income US$76.0 billion US$60.0 billion US$73.8 billion US$100.1 billion US$132.2 billion
Net cash provided by (used in) operating activities US$91.7 billion US$91.5 billion US$101.7 billion US$125.3 billion US$164.7 billion
Total assets US$359.3 billion US$365.3 billion US$402.4 billion US$450.3 billion US$595.3 billion
Net assets US$251.6 billion US$256.1 billion US$283.4 billion US$325.1 billion US$415.3 billion

Revenue scale in the same industry

Industry: not classified (no comparison)

Sources and methodology

Basic indicators
ItemValueConsolidated / Non-consolidatedSource
Net sales US$402.8 billion Disclosed
Operating income US$129.0 billion Disclosed
Net income US$132.2 billion Disclosed
Net cash provided by (used in) operating activities US$164.7 billion Disclosed
Total assets US$595.3 billion Disclosed
Net assets US$415.3 billion Disclosed
Operating margin 32.0%ConsolidatedCalculated
Net assets to total assets 69.8%ConsolidatedCalculated
Net margin 32.8%ConsolidatedCalculated
Return on equity 31.8%ConsolidatedCalculated
How to read the figures, and caveats

Terms

  • Consolidated: the parent company together with the subsidiaries it consolidates
  • Parent-only: the single company that filed the annual securities report
  • Calculated: a disclosed figure put through the formula shown
  • Not disclosed: no such value in the filing (not treated as zero)
  • Not retrieved: a value this page could not extract, including values in the filing that could not be matched. The same item may appear in another table
  • Segment: a business division the company uses in its disclosures
  • Industry median: the middle value among companies in the same industry that disclose the item
  • ★: position when every company is lined up by value (not a judgement of the company)See the formulas
  • Source: document name, period covered, filing date and where it was obtained
  • Tables scroll sideways

Key figures

  • Operating margin 32% Operating income ÷ revenue  = US$129.0 billion ÷ US$402.8 billion
    The denominator is revenue under U.S. GAAP (consolidated, U.S. GAAP).
  • Net assets to total assets 69.8% Stockholders' equity ÷ total assets  = US$415.3 billion ÷ US$595.3 billion
    Calculated here from stockholders' equity and total assets (no equity-to-asset ratio disclosed by U.S. companies; the Japanese field is the company's own disclosed value)
  • Net margin 32.8% Net income ÷ revenue  = US$132.2 billion ÷ US$402.8 billion
  • Return on equity 31.8% Net income ÷ stockholders' equity  = US$132.2 billion ÷ US$415.3 billion
    Calculated here (not a value the company disclosed)

Business activities and revenue composition

  • Breakdown by business: machine transcription of segment information (business divisions used in disclosures) in the annual securities report. No table where segment sales differ from the disclosed total by more than 1%, or where the company reports a single business

Finance

  • Net assets to total assets Net assets ÷ total assets

Capital allocation

  • ★: position when all companies are sorted by value and cut into fifths (a position, not a rating). The five items with ★: only where both numerator and denominator are available on a consolidated basisSee the formulas
  • Cash conversion Net cash provided by (used in) operating activities ÷ operating income

Data sources and calculation methods

Primary source: the annual securities report of Alphabet Inc. on EDINET, the FSA’s disclosure system (free to read)
Corporate number: / Accounting standard: Not yet verified (to be checked against the XBRL)

  • Amounts: machine transcription of EDINET XBRL (no manual re-keying). Long narrative notes are text and not in the account list. Identifiers: machine transcription of the EDINET code list (retrieved 2026-08-22)
  • ★: position of the value calculated from disclosed figures among the 4,240 companies on this site, on a five-step scale. Not a judgement of the company. No forecasts usedThe formulas and how they are counted
  • No rank: net assets as a share of total assets, cash conversion and revenue per employee (size alone does not show quality). Industry median shown for comparison. Cash conversion of 100%: operating cash flow equal to operating profit
  • Profit-and-loss chart: only where “sales − cost of sales − SG&A = operating income” holds between disclosed values. Cost breakdown: the six largest SG&A items
  • Trend charts: key financial indicators of the annual securities report. Amounts in billions of yen (dividend per share in yen). Long-run chart joins reports filed in different years (newer report for overlapping years). Some items stop part-way after a change of accounting standard. A stock split changes the weight of one share. Consolidated and parent-only in separate tables
  • Revenue scale in the same industry: bars of revenue (disclosed values) of companies in the same industry grouping as the industry pages, largest first. Only the top three and the two companies either side of this one. Each company’s latest fiscal year. An order of size, not a ranking of quality or an investment view
  • Share prices: not published (no data source allows redistribution). No share-price-based indicators (such as the price earnings ratio) and no extension of past growth into the future
  • Average age, average length of service and average annual salary: the reporting company alone (the parent). At a holding company, a small head-office staff. Payout ratio (basic facts): dividend per share ÷ consolidated earnings per share, calculated here (the payout ratio in the annual securities report is the reporting company’s figure, on a different basis). Representative and founding date: gBizINFO (Ministry of Economy, Trade and Industry), some companies only
  • “Retrieved disclosed figures”: every value readable as a number from the annual securities report. Company-wide values only (no segment or other breakdowns)
  • Segment table: machine transcription of the segment information in the annual securities report. Business names as labelled by the company in its XBRL. No table where segment sales differ from the disclosed total by more than 1%. Adjustments, corporate, eliminations and “other” left out of the table and the share denominator, as they are not businesses
  • Breakdowns of amounts, not diagrams of how the business works. Who pays whom, and for what, is not in the disclosed figures; no lines drawn from guesswork
  • No reproduction of the book’s content. Figures from the same filings; text written separately