网易云音乐(9899.HK)2025年业绩点评：收入略不及预期 持续强化差异化内容生态

Core Viewpoint - The company reported its 2025 performance, showing mixed results with a slight decline in revenue but significant growth in adjusted net profit, primarily due to tax asset recognition. Financial Performance - The company achieved revenue of 7.759 billion RMB, a year-over-year decrease of 2.4%, compared to Bloomberg's consensus estimate of 7.913 billion RMB [1] - Gross profit reached 2.770 billion RMB, up 3.3% year-over-year, with a gross margin of 35.7%, slightly below the expected 36.4% [1] - Operating profit increased by 38.5% year-over-year to 1.622 billion RMB, attributed to reduced sales expenses [1] - Adjusted net profit attributable to shareholders was 2.860 billion RMB, a substantial increase of 68.2% year-over-year, mainly due to the recognition of deferred tax assets amounting to 747 million RMB [1] Revenue Breakdown - Online music service revenue was 5.994 billion RMB, reflecting a year-over-year growth of 12.0%, with subscription revenue increasing by 13.3% to 5.053 billion RMB [2] - Social entertainment services and other revenue fell by 32.0% to 1.765 billion RMB, primarily due to the closure of the live streaming entry after a version update at the end of 2024 [2] User Engagement - The platform's user base and activity levels showed year-over-year growth, maintaining a DAU/MAU ratio above 30%, with increased daily listening time on mobile [2] Content Strategy - The company is enhancing its content ecosystem through partnerships with domestic and international copyright holders, introducing K-POP labels and expanding its Chinese music library [2] - The independent musician ecosystem has grown to over 1 million registered musicians and over 5.6 million uploaded tracks, strengthening the platform's unique content supply [3] Innovation and Cost Management - The company launched the AI-based recommendation model "Climber" and introduced new features to enhance user experience, such as the "Shen Guang Player" and AI songwriting tools [3] - Sales expenses decreased by 33.2% to 409 million RMB, reflecting a more cautious approach to promotions and advertising [3] Future Outlook - The company plans to focus on expanding its membership base, leading to increased content production and marketing investments, with adjusted net profit forecasts for 2026 and 2027 revised down by 15% and 13% respectively [4] - The long-term profitability potential remains positive due to scale effects, maintaining a "buy" rating [4]