Huan Qiu Wang Zi Xun·2025-10-18 11:34Core Insights - As of June 2025, Weibo's monthly active users (MAU) reached 588 million, with daily active users (DAU) at 261 million, indicating significant user engagement and platform scale [1] - The user demographic is shifting, with 22.9% of active users aged 31-40, and 70.7% of active users under 30, highlighting the platform's growing appeal among younger audiences and lower-tier markets [1] User Engagement and Content Consumption - Weibo has established a content consumption matrix consisting of "relationship flow + recommendation flow + hot topics + video consumption," aimed at meeting diverse user needs and enhancing product differentiation [3] - The launch of a new homepage recommendation flow in the second half of 2025 led to a 30% year-on-year increase in DAU for the recommendation flow, and a 24% increase in interest content reading volume [3][4] - The "hot topic domain" concept was introduced to enhance user engagement, resulting in a 15% year-on-year increase in traffic for hot topic domains in Q3 2025 [3] Video Content Development - Weibo is focusing on enhancing its video ecosystem, with a significant increase in the production of quality videos over 30 seconds, which rose by 51% year-on-year in Q3 2025 [4][5] - The overall video viewing time on the platform increased by 12% year-on-year, reflecting a growing trend towards longer video content consumption [5] Creator Support and Monetization - Weibo is upgrading its Gold Orange V creator system, which includes new standards and a KOL advertising monetization framework, aimed at improving creator engagement and content quality [5][6] - The advertising monetization system is being optimized, with a 41% year-on-year increase in the advertising sharing plan investment, reaching 420 million [6] Industry Positioning - Weibo's strength lies in its rich industry content ecosystem, covering various sectors such as entertainment, sports, and technology, which enhances its market position and user engagement [6]