Core Insights - Bilibili has achieved profitability for three consecutive quarters since Q3 2024, indicating a significant acceleration in its commercialization efforts [1] - The platform has successfully initiated a positive feedback loop between commercialization and content innovation, necessitating a reevaluation of its true marketing value as the internet user value (UV) dividend reaches its ceiling [3] User Evolution - Bilibili's user base has aged slightly, with an average age of 26 in 2025, while still maintaining a youthful and engaged demographic, with 62.25% of users aged 16-35 [8][9] - The platform has seen a growing presence of female users, accounting for 44% of active users in April 2025, which has driven growth in lifestyle-related content consumption [9][10] - User stickiness has increased, with over 100 million daily active users and average daily usage time stabilizing between 100-110 minutes since Q3 2023 [12][16] Content Evolution - Bilibili's content strategy focuses on a mix of user-generated content (UGC), professionally generated content (PGC), and occupationally generated video (OGV), with OGV being a key strategic lever for building platform differentiation [17][18] - The platform has cultivated a robust IP matrix through premium content, leading to the emergence of evergreen IPs and cross-platform phenomenal IPs [18] - Original Chinese animation has become a core highlight, with 67% of ACG users actively consuming it, driving monetization through various channels [24][25] Marketing Evolution - Bilibili has built a rich matrix of cultural IPs, fostering a strong sense of trust and identity among users, which enhances brand participation in the community [31] - The platform's connection with young users emphasizes companionship and personal growth, allowing brands to engage deeply with their target audience [33] - Bilibili's community atmosphere amplifies user feedback, creating valuable opportunities for small and mid-sized brands to achieve strong conversion rates [35][36] Conclusion - Bilibili is redefining youth marketing through a positive "Content - User - Commerce" cycle, evolving from a niche ACG community to a profitable content platform while preserving its youthful DNA [38][39] - The platform's business model is fueling a virtuous cycle, laying a long-term foundation for future growth by reinvesting in its content ecosystem [40]
MoonFox | Bilibili: A "Forever Young" Platform with a Long-term Vision