复，板块加速分化

Investment Rating - The report maintains a "Positive" investment rating for the media internet industry [10] Core Insights - The media internet industry continues its recovery trend, with revenue growth of 4.17% year-on-year in the first half of 2025, reaching 265.8 billion yuan [5][20] - The performance of different segments within the industry is accelerating in divergence, with significant improvements in profitability observed [5][20] - The gaming sector is experiencing a sustained recovery driven by new game releases and advancements in AI technology [6][38] - The internet sector shows steady growth in overall traffic, but performance varies significantly among companies [53] - The advertising market is showing signs of weak recovery, with certain segments like elevator advertising demonstrating resilience [7] - The film industry is under pressure, with box office performance declining significantly in the second quarter of 2025 [7] - The publishing sector maintains stable profitability despite a decline in the overall retail book market [8] Summary by Sections Overall Industry - The media internet industry achieved a revenue of 265.8 billion yuan in the first half of 2025, marking a 4.17% increase year-on-year [5][20] - The net profit attributable to shareholders reached 25.2 billion yuan, up 20.3% year-on-year [5][22] Gaming Sector - The gaming sector's revenue in Q2 2025 was 24.4 billion yuan, reflecting a year-on-year increase of 27.1% [6][38] - The net profit for the gaming sector in Q2 2025 was 3.8 billion yuan, showing a remarkable growth of 108.8% year-on-year [6][38] - The sector has seen nine consecutive quarters of year-on-year revenue growth since Q2 2023 [38] Internet Sector - The internet sector's revenue in Q2 2025 was 8.9 billion yuan, down 2.9% year-on-year, with a net profit of 0.83 billion yuan, a decline of 20.1% [53] - The overall mobile internet user base reached 1.267 billion by June 2025, with average monthly usage time exceeding 171 hours [47][50] Marketing Sector - The advertising market saw a slight increase of 0.6% year-on-year in overall spending, with elevator LCD and poster advertising growing by 11.0% and 9.2%, respectively [7] - The marketing sector's revenue in Q2 2025 was 49 billion yuan, up 9.0% year-on-year [7] Film Industry - The film box office in Q2 2025 was 4.82 billion yuan, a decrease of 34.7% year-on-year, leading to overall pressure on the film industry [7] Publishing Sector - The publishing sector's revenue in Q2 2025 was 34.33 billion yuan, down 11.9% year-on-year, while net profit was 5.03 billion yuan, up 7.1% [8]