BILIBILI2026 年轻人消费趋势报告-哔哩哔 哩 一、研究背景评估 二、范围与边界确认 三、核心摘要提炼 四、关键数据抓取与呈现 五、风险与机遇诊断 第 2页 共 4页 一、研究背景评估 | 项目 | 说明 | | --- | --- | | 研究机构 | 哔哩哔哩（B 站）联合央视市场研究（CTR） | | 样本数量 | 定量调研：B 站年轻人样本量 4056 人；定性深访：年轻人 10 人、广告主 6 人； 广告主定量调研：60 人（第 61 页） | | 研究时间范围 | 2025 年 12 月执行调研，报告反映 2025 年全年消费趋势（发布于 2026 年） | | 权威性评估 | 哔哩哔哩是中国最大的年轻人视频社区，月活用户 3.76 亿（第 63 页）；CTR 是中国领先的市场研究公司，具备 30 余年市场洞察经验；两者联合调研，数据 来源真实、方法论系统，具备高行业公信力 | | 时效性评估 | 报告基于 2025 年最新调研数据，聚焦当下年轻人消费心态与行为，具备强时效 | | | 性与前瞻性 | 二、范围与边界确认 | 维度 | 说明 | | --- | --- | | 细分行 | ...

1 月 18 日下午 15 点左右，B 站百大 UP 主颁奖典礼直播期间，平台突然出现严重卡顿、加载失败问题。 小破站传统艺能，崩得很熟练 程序员小哥今晚盒饭加鸡腿，一定要保障不卡呀 我没招了，崩的我麻木了，这个小破站 一月两崩，小破站的服务器该扩容了 数据显示，此次直播弹幕峰值高达 901.9 万条，瞬时流量直接压垮服务器 。崩溃状态没持续多久，早已恢复 正常访问。 网友调侃画风清奇： PS：这是小破站今年第 2 次因高流量崩溃，此前跨年晚会曾因 3.46 亿并发用户导致平台异常。 大量用户反馈需反复刷新才能勉强观看，相关话题「B站崩了」迅速冲上微博热榜。 ...

格隆汇1月18日｜B站公布新一届百大UP主名单。数据显示，官方数据显示，2025年，用户观看百大UP 主内容的总时长超过830亿分钟，百大UP主平均每支视频，都被观看了超过2.5亿分钟。 ...

今日热点导览 TOP 3 大新闻 贾国龙罗永浩被微博禁言，罗永浩朋友圈最新发声 1月15日21时50分许，新黄河记者从罗永浩方面有关人士确认，@罗永浩的十字路口 以及@西贝贾国龙 两个账号均被禁言。微博CEO王高飞"来去之间"发 布微博：以后想论战，应该还是需要通过媒体采访的方式来进行~~"网络名人账号行为负面清单……（八）组织约架论战。因个人争端和利益冲突等原 因，策划或组织网上论战骂战、线下约架，攻击竞争对手，挑起网络戾气，占用公共资源。" 1月16日晚间，贾国龙曾在"西贝人心声"账号发布题为《西贝遭罗永浩污蔑回应（一）》的微博。"我是贾国龙。现在还没到十点。我在这里，做出全面回 应。这是第一篇。因为今天，罗永浩公开回应的最后一句，再一次恶意煽动公共情绪。"贾国龙表示："我首先明确表达，自去年9月10日至今，我本人和 公司所有员工，没有针对罗永浩报过一次警，这些年西贝依法纳税合法经营，从来没搞过任何蝇营狗苟之事。"他还表示，其妻子张丽平报的唯一一次 警，是全家被人肉，连不到五岁的小孙女信息都被挖出来，妻子到香山派出所报警。去年罗永浩制造的网暴期间，全国西贝门店服务员被骂被打被逼下跪 数十次。目前该内容已不 ...

东方网记者熊芳雨1月16日报道：2006年5月起，《三体》第一部在《科幻世界》杂志上连载，这个科幻IP今年迎来20岁生日，仍在不断扩展它 的疆域。三体IP的全球独家版权方与运营方三体宇宙近期分别与Google Cloud和哔哩哔哩（B站）合作，以三体作为"想象力引擎"，以开放、 前瞻的姿态共同展开赋能AI的深度探索。 从原著中那串曾在视网膜上闪烁的幽灵倒计时，到浩瀚的宇宙图景，《三体》成为了AI将文字转化为视觉奇观的"具象"引擎。通过Veo视频生 成模型，三体中那些关于未来的图景，在这次合作中被AI转化为极具冲击力的真实影像，将抽象的科幻构想"具象化"为真实可感的视觉体验。 为庆祝《三体》20周年，三体宇宙还联合哔哩哔哩（B站）开放了"AI创作大赛"三体赛道。作为《三体》二创内容的核心阵地，B站拥有深厚 的科幻社区土壤，曾诞生过诸多《三体》相关解析、速读等内容。此次大赛设立百万奖金池，旨在鼓励创作者基于《三体》世界观及规定命 题，利用AI工具对原著中留白的空间进行拓展与复现。 对AI而言，《三体》不仅是浩瀚的数据海洋，更是逻辑的迷宫与认知的试炼场。《三体》三部曲总计88万字，其所构建的跨越数千万年的宏 大世界 ...

Investment Rating - The report maintains an "Outperform" rating for the media industry [2] Core Insights - AI is reshaping user entry forms and the distribution of internet traffic, leading to a revolution in the underlying distribution of industry chain value [4] - The transition from "productivity" to "monetization" in AI applications is expected to accelerate, with 2026 being a critical turning point [5] - The rise of Generative Engine Optimization (GEO) signifies a shift from traditional SEO to a model that prioritizes data structure and authority, impacting how content is valued and distributed [4][5] Summary by Sections AI Reshaping Entry Forms - AI is transforming user interaction from keyword-based searches to natural language queries, significantly shortening the information retrieval process [4][14] - The traditional search engine era is ending, giving way to a new era characterized by AI-driven search capabilities [4][14] Commercial Monetization Acceleration - By 2026, the GEO market is projected to reach $24 billion globally, with the domestic market expected to hit 11.1 billion yuan, indicating exponential growth [5][52] - Chinese consumers exhibit a high trust level in AI applications at 80%, compared to 35% in the U.S. and 40% in Europe, particularly in personalized shopping recommendations [5][41][42] Content Industry Upgrade - AI-generated content (AIGC) is not only reducing costs but also creating new supply, with AI-driven video production becoming increasingly viable [6][58] - The emergence of AI anime short dramas is expected to open new market opportunities, particularly among younger male audiences [6][70] Investment Recommendations - The report suggests focusing on the GEO direction, particularly in marketing services and high-quality content, while also considering potential rebounds in content sectors like film and gaming [7][52] - Companies that can optimize AI data and content will likely benefit from the shift towards GEO, with a new emphasis on brand authority and content quality [55][56]

Core Insights - Bilibili's AD TALK marketing conference revealed significant growth in user engagement and advertising revenue, with a focus on AI-driven marketing tools and the evolving demographics of its user base [1][2][4][19] User Demographics and Engagement - Bilibili has 117 million daily active users and 376 million monthly active users, with an average user age of 26, indicating a shift towards a more financially independent demographic [1] - The average daily usage time for Bilibili users increased to 112 minutes in 2025, a growth of 6 minutes year-on-year [8] - Over 2.2 billion users engaged with consumer content on Bilibili last year, contributing to sustained advertising revenue growth [2][8] Advertising Revenue and UP Master Earnings - Bilibili's advertising revenue has seen over 20% growth for eleven consecutive quarters, significantly outpacing the market average [2] - The average income for UP Masters increased by 22% year-on-year, reflecting the platform's commitment to supporting content creators [2][8] AI Integration in Marketing - Bilibili introduced "Bilibili Bid," a one-stop AI marketing data strategy center aimed at enhancing advertising efficiency through automated processes [4][5] - The penetration of automated advertising has exceeded 65%, reducing manual operations by 85% and increasing ad performance by 90% [5] - AI tools are designed to address various advertising challenges, including audience targeting and content optimization [4][5] Marketing Strategies and Tools - The conference emphasized the introduction of four major marketing scenarios and five marketing tools, integrating AI into all marketing processes [3][4] - Bilibili plans to open more search traffic to advertisers, allowing for greater control over targeting and pricing [6] - The platform is exploring new advertising models within its playback pages, which are identified as key engagement areas for users [6][18] Content and Brand Engagement - Bilibili's user base is transitioning from students to working professionals, leading to increased consumer demand and reduced resistance to advertising [19] - The platform's "weekly must-watch" list shows that 24% of the content is commercial collaborations between brands and UP Masters, indicating successful commercialization education among users [20] - Bilibili is committed to enhancing its mid-to-long video ecosystem with a diverse range of content planned for 2026, including new IPs and professional content creators [20]

Core Insights - Bilibili (B站) is focusing on enhancing its advertising capabilities and user engagement, with a significant increase in user activity and content creation expected by 2025 [3][5][15]. User Engagement and Demographics - By 2025, the average daily usage time of Bilibili users is projected to reach 112 minutes, an increase of 6 minutes year-on-year, indicating a strong engagement level [3]. - The number of content creators (UP主) with over 100,000 followers has grown by over 20% year-on-year, reflecting a vibrant creator ecosystem [3]. - The average age of Bilibili users is 26, with new users averaging 23 years old, suggesting a demographic shift towards a more financially independent audience [4]. Advertising Revenue and Growth - Over 2.2 billion users engaged with consumer-related content on Bilibili last year, contributing to a sustained growth in advertising revenue, which has exceeded 20% for eleven consecutive quarters [5]. - The average income of UP主 has increased by 22% year-on-year, indicating a healthy monetization environment for content creators [5][9]. AI Integration in Advertising - Bilibili has introduced "哔哩必达," a one-stop AI marketing data strategy center aimed at enhancing advertising efficiency through automated targeting and optimization [8]. - The penetration of automated advertising has surpassed 65%, reducing manual operations by 85% and increasing ad performance by 90% [9]. - AI is also being utilized to assist in creative processes, with AIGC (AI-Generated Content) improving engagement metrics, such as a 15% increase in click-through rates for titles [10]. Marketing Strategies and Tools - Bilibili is shifting towards a more closed-loop advertising model, allowing transactions to occur within the platform, which is expected to enhance conversion rates and efficiency [14]. - The platform plans to open more search traffic to advertisers, enabling them to have greater control over their advertising strategies [11]. - Bilibili is exploring new advertising formats on its playback pages, which are considered high-quality user engagement areas [11][13]. Content Ecosystem and Future Plans - Bilibili is committed to maintaining its focus on mid-to-long-form video content, which is seen as essential for building brand trust and consumer engagement [16]. - The platform is set to produce a variety of content, including 40 domestic productions and multiple podcast programs, to enrich its content ecosystem and attract advertisers [17].

刚刚过去的一年，是漫剧市场狂飙突进的一年，尤其是下半年以来，更是以阶梯式增长的不断破峰，月全网播放量从30亿一路飙升至150亿，全年播放量 则超过了750亿，用一年的时间就超越了传统动漫市场的规模。 不过，从长视频动漫2025年的整体表现来看，头部IP年番尚未受到漫剧的冲击，两者的发展路径似乎并行不悖。然而，随着漫剧快速告别"野蛮生长"状 态，向IP化、精品化方向进化，开始攻入平台动漫的核心腹地，这样"相安无事"的市场格局也将被打破。 虽然早在漫剧概念兴起之前，腾讯视频、B站等视频平台已在短番、动态漫等赛道布局，但是短视频、短剧平台掀起的这一轮漫剧旋风，还是重塑了行业 图景。长视频平台只能重新调整姿势，努力让漫剧融入自身的内容生态之中。 与疯狂投流快速做大漫剧市场规模的红果、快手相比，长视频平台面临着"左右互搏"的难题。面对即将到来的冲击，拿出头部IP吸引漫剧共创，打通长短 动漫之间的引流路径，正在成为爱优腾B们共同的选择。 01 漫剧"狂奔"一年后 长视频动漫被分流了吗？ 2025年，国内剧集市场受到了短剧的明显冲击。云合数据显示，2025年上新长剧霸屏榜TOP20正片有效播放296亿，同比缩减20%。 当 ...

Core Viewpoint - UBS report indicates that Bilibili-W (09626) management believes the company's fourth-quarter performance will meet expectations, with target prices raised for both Hong Kong and US stocks, maintaining a "Buy" rating [1] Group 1: Financial Projections - Hong Kong target price increased from HKD 279.9 to HKD 314.9, and US target price raised from USD 36 to USD 40.5 [1] - Revenue and profit forecasts for 2026 have been adjusted upwards by 1% and 2% respectively due to improved advertising growth prospects [1] Group 2: Advertising Growth - Management holds a constructive view on advertising growth prospects, noting early signs of demand from AI and gaming advertisers [1] - The company is confident in its ability to secure budget allocations from e-commerce advertisers and plans to actively expand into new verticals to broaden its advertising client base [1] Group 3: Gaming Developments - For the game "Three Kingdoms: Strategy of the World," management anticipates seasonal fluctuations in Q4 2025, with revenue expected to stabilize in Q1 this year due to two seasons (S12 and S13) [1] - The Hong Kong, Macau, and Taiwan versions of the game are set to launch at the end of January, while versions for Japan and South Korea are planned for the second half of this year [1] - Regarding "Three Kingdoms: Hundred Generals Card," the company plans a new round of testing after the Lunar New Year, believing the game has significant potential in lower-tier markets and considering the development of a mini-game version [1]