Group 1 - Bilibili is betting on video podcasts as a response to the stagnation of short video growth, aiming to increase user engagement time [3][4][6] - As of Q1 2025, Bilibili's monthly active users reached 368 million, with an average daily viewing time of 108 minutes, indicating a preference for long-form content [4][6] - Video podcasts align with Bilibili's user habits, as users are accustomed to spending time on in-depth content, making it a natural extension [5][9] Group 2 - Bilibili's advertising revenue in Q1 2025 was approximately 1.3 billion RMB, significantly lower than competitors like ByteDance and Kuaishou, necessitating a focus on user engagement to attract advertisers [6][9] - The platform's strategy includes providing free recording facilities and AI tools to lower the barrier for creators, encouraging more participation in podcasting [8][9] - Bilibili has signed prominent figures like Luo Yonghao and Li Xiang to enhance its content appeal and attract a broader audience [8][9] Group 3 - The podcast listening culture is growing, with data showing that 71% of podcast listeners engage during commutes, and 42% of people aged 12 and above listen to podcasts monthly in the U.S. [11][12] - In China, over 580 million users are active in online audio, with many adopting a "listen while doing" approach, indicating a shift towards audio content consumption [12][13] - Bilibili's podcasts can serve as social currency, providing conversational topics that resonate in social settings, enhancing user engagement [18] Group 4 - Competing platforms like Xiaohongshu and Douyin are adopting different strategies for video podcasts, focusing on shorter, more practical content to fit users' lifestyles [20][22] - Douyin utilizes a "short to long" approach, breaking down longer podcast content into bite-sized clips to attract users to the full version [22] - Tencent's WeChat leverages social connections for podcast distribution, showcasing the importance of social networks in content sharing [23] Group 5 - The advertising model for video podcasts differs from short videos, as the latter relies on quick, quantifiable engagement, while podcasts focus on building long-term brand awareness [29][30] - The commercial viability of video podcasts in China remains uncertain, as the market is still developing its monetization strategies compared to more established models in the U.S. [33] - Risks associated with video podcasts include the potential for miscommunication during long discussions, which can lead to public relations issues if not managed carefully [34]