【腾讯音乐（TME.N）】非订阅业务多点开花，业绩超市场预期——25Q2业绩点评（付天姿/杨朋沛）

Core Viewpoint - The company reported strong financial performance in Q2 2025, with total revenue of 8.44 billion RMB, exceeding Bloomberg's consensus estimate, driven by better-than-expected growth in non-subscription business revenue [4] Revenue Structure - Online music revenue reached 6.85 billion RMB, growing by 26.4% year-on-year, accounting for 81% of total revenue, an increase of 5.4 percentage points year-on-year [5] - Social entertainment services and other revenues declined by 8.5% year-on-year due to adjustments in certain live interaction features and stricter compliance measures [5] Online Music Revenue - Subscription revenue was 4.38 billion RMB, up 17.1% year-on-year, with music MAU at 553 million, a decrease of 3.2% year-on-year, and the number of paying subscribers reached 124 million, a 6.3% increase year-on-year [6] - Non-subscription revenue was 2.47 billion RMB, showing approximately 47% year-on-year growth, highlighting the company's strong artist resource integration capabilities [6] - Advertising revenue grew by 36% year-on-year, driven by increased ad placements and enhanced user engagement, with the 618 shopping festival contributing to higher click-through and conversion rates [6] Concerts and Merchandise - The company successfully hosted a major concert for G-Dragon in Macau, attracting over 36,000 attendees, and organized a series of stadium concerts for other artists [6] - The company is advancing artist-related products, including merchandise and physical albums [6] Cost Structure - Total expenses for Q2 2025 were 1.15 billion RMB, remaining relatively stable year-on-year, with management expenses flat and marketing expenses increasing by 3% to 216 million RMB [7] - The gross margin is expected to decline in Q3 2025 due to the increased share of non-subscription business, but the outlook for the full year remains positive [7]