Ge Long Hui·2025-08-31 20:13Core Insights - Bilibili reported Q2 2025 revenue of 7.34 billion yuan, a year-on-year increase of 20%, with gross profit reaching 2.68 billion yuan, up 46% year-on-year, and a gross margin increase of 6.6 percentage points to 36.5%, marking the 12th consecutive quarter of sequential improvement [1][3] Revenue Segment - Advertising revenue for Q2 2025 was 2.45 billion yuan, reflecting a 20% year-on-year growth, driven by the integration of AI in advertising infrastructure, enhancing efficiency and effectiveness [1][2] - The average age of active users on Bilibili is 26, which continues to attract advertisers, resulting in a more than 20% year-on-year increase in the number of advertisers and approximately 30% growth in performance advertising revenue [2] - Value-added services revenue for Q2 2025 was 2.84 billion yuan, showing nearly 11% year-on-year growth, with 270 million official members and an 80% retention rate over 12 months [2] - Mobile gaming revenue reached 1.61 billion yuan, a 60% year-on-year increase, largely due to the strong performance of the game "Three Kingdoms: Strategize" [2] Operational Data - Bilibili's community ecosystem remains robust, with daily active users (DAU) reaching 109 million and monthly active users (MAU) at 363 million, with an average daily usage time of 105 minutes [3] - The platform continues to grow healthily, with diverse content in areas such as anime, AI, and gaming, and nearly 2 million content creators earning revenue, with a 60% increase in those monetizing through video and live streaming [2][3] Profitability Segment - The gross profit for Q2 2025 was 2.68 billion yuan, a 46% year-on-year increase, leading to a gross margin of 36.5%, up 6.6 percentage points year-on-year, supported by growth in high-margin businesses and effective cost control [3] - Non-GAAP net profit for Q2 2025 was 560 million yuan, indicating sustained profitability, with net operating cash flow of 1.99 billion yuan, marking eight consecutive quarters of positive cash flow [3]