BILIBILI(US:BILI) 经济观察报·2025-08-22 10:59Core Viewpoint - Bilibili (B站) reported a strong financial performance for Q2 2025, with revenue reaching 7.34 billion RMB, a year-on-year increase of 20%, driven by growth in advertising and gaming sectors, alongside a thriving community ecosystem [2][9]. Financial Performance - Total revenue for Q2 2025 was 7.34 billion RMB, marking a 20% year-on-year growth [2][14]. - Advertising revenue reached 2.45 billion RMB, also up 20% year-on-year [9][15]. - Gaming revenue surged to 1.61 billion RMB, reflecting a 60% year-on-year increase [10][15]. - Gross profit increased by 46% year-on-year, with a gross margin of 36.5%, marking the twelfth consecutive quarter of improvement [10][16]. - Adjusted net profit reached 560 million RMB, a historical high [2][14]. User Engagement and Community Growth - Daily active users reached 109 million, a 7% increase year-on-year, while monthly active users hit 363 million, up 8% [2][17]. - Users spent an average of 105 minutes daily on the platform, a 6-minute increase from the previous year [2][17]. - The number of monthly paying users grew to 31 million, reflecting a 9% year-on-year increase [2][17]. - The community's engagement is further evidenced by the high retention rate of "official members," which stands at 80% [4]. Content Ecosystem and Trends - The platform's focus on high-quality content has led to a 20% year-on-year increase in the viewing time of videos longer than 5 minutes [4]. - The anime and gaming content categories continue to thrive, with significant increases in viewing time [5][6]. - AI content emerged as the fastest-growing category, with a 61% increase in viewing time [6]. - The platform has successfully attracted a younger audience, with the average user age at 26, while new users average 22 years old [4][17]. Commercialization and Advertising Growth - The revenue structure is diversified, with value-added services contributing 39%, advertising 33%, gaming 22%, and IP derivatives and other businesses 6% [9][15]. - The number of advertisers increased by over 20% year-on-year, driven by the platform's appeal to young consumers [9][19]. - The effectiveness of advertising is highlighted by a nearly 50% year-on-year increase in GMV for products priced over 1,000 RMB during promotional events [9]. Game and Service Development - Gaming revenue growth is attributed to successful long-term operations and anniversary events for popular titles [10]. - The number of premium members reached 23.7 million, with over 80% being annual or auto-renewal subscribers [10][18]. - The platform continues to enhance monetization opportunities for creators, with approximately 2 million creators earning income through various channels [6][18].