芒果超媒(300413)：会员与广告环比回暖 关注下半年政策红利释放

Core Viewpoint - In the first half of 2025, Mango TV reported a decline in total revenue and net profit, primarily due to increased content and R&D investments leading to higher costs in the internet video business [1] Group 1: Financial Performance - Total revenue for the first half of 2025 was 5.964 billion yuan, a year-on-year decrease of 14.31% [1] - Net profit attributable to shareholders was 763 million yuan, down 28.31% year-on-year, with a non-recurring net profit of 610 million yuan, a decline of 33.15% [1] Group 2: Main Business Operations - Membership revenue reached 2.496 billion yuan, showing a slight year-on-year increase, with monthly active users up 14.24% [2] - Advertising revenue was 1.587 billion yuan, with a significant quarter-on-quarter recovery, and the number of brands increased by 21% year-on-year [2] - Mango TV's effective play volume for dramas grew by 69% year-on-year, with several hit series achieving record viewership [2][3] Group 3: Innovation and Strategic Initiatives - The micro-short drama strategy saw a significant increase, with 1,179 new micro-short dramas planned for 2025, a nearly sevenfold increase from the previous year [3] - The small Mango e-commerce platform achieved profitability for the first half of the year, focusing on emotional consumption of IP derivative products [3] - Recent favorable policies from the broadcasting authority are expected to enhance content commercialization and efficiency through technological innovations [3]