2024年第四季度知乎首现单季度全面盈利

Core Viewpoint - Zhihu achieved significant milestones in its 2024 annual report, marking its first quarter of comprehensive profitability since its IPO, with a total revenue of 3.6 billion yuan and a fourth-quarter revenue of 860 million yuan, exceeding market expectations [1][2]. Financial Performance - Total revenue for Zhihu in 2024 was 3.6 billion yuan, with a fourth-quarter revenue of 860 million yuan and an adjusted net profit of 97.1 million yuan [1]. - Marketing services revenue decreased to 1.247 billion yuan from 1.653 billion yuan in 2023, attributed to a strategic focus on optimizing service product offerings [2]. - Paid membership revenue slightly declined to 1.762 billion yuan from 1.826 billion yuan in 2023, due to a decrease in average revenue per subscriber [2]. - The company’s gross margin improved from 54.7% in 2023 to 60.6% in 2024, reflecting enhanced commercialization capabilities and operational efficiency [2]. User Engagement and Community Growth - As of the end of Q4 2024, Zhihu had over 77 million creators on its platform, with a content creation volume of 870 million, representing a year-on-year growth of 12.9% [1][3]. - The average monthly active users reached 81.4 million, continuing to show quarter-on-quarter growth, while the average monthly subscription members totaled 14.1 million [1]. Strategic Focus and AI Integration - Zhihu is investing in AI applications to enhance user interaction and community engagement, with a self-developed AI model "Zhihai Map AI" and an AI search product "Zhihu Direct Answer" [4][5]. - The integration of AI is expected to amplify the value of professional content and improve operational efficiency, with the user base of Zhihu Direct Answer growing from one million to ten million monthly active users [4][5]. - The company aims to strengthen the interaction between community content and AI tools, which is anticipated to enhance user retention and content quality, while exploring new business models and growth opportunities [5].