Core Viewpoint - Bilibili (B站) is heavily investing in video podcasts as a strategic move to attract users and enhance its content ecosystem, aiming to establish video podcasts as a new brand IP for the platform [13][26]. Group 1: Video Podcast Development - The video podcast sector on Bilibili is experiencing significant growth, with many celebrities joining, marking it as a "video podcast year" [12][19]. - Notable figures like Yu Qian and Luo Yonghao are leading discussions on various cultural topics, attracting substantial viewership [9][18]. - The platform has launched the "Video Podcast Out-of-Circle Plan," offering substantial incentives to creators, including a 1 billion-level cold start traffic incentive [13][15]. Group 2: Competitive Landscape - Bilibili's push into video podcasts is a response to stagnating user growth across content platforms and competition from short video platforms like Douyin and Kuaishou [15][19]. - The long video sector is also competitive, with platforms like iQIYI and Tencent Video dominating through extensive copyright content, putting Bilibili at a disadvantage [15][19]. Group 3: User Engagement and Content Quality - Video podcasts on Bilibili are designed to enhance user engagement, with features like real-time comments and discussions, which traditional podcasts lack [18][22]. - The platform's average user watch time is 108 minutes, indicating a strong acceptance of longer content formats like video podcasts [22]. Group 4: Commercial Potential - Video podcasts have high "accompaniment attributes," making them suitable for extended listening, which can increase daily user engagement and provide a solid foundation for monetization [18][19]. - The audience for podcasts is predominantly young and educated, with a high purchasing power, making them an attractive demographic for advertisers [18][19]. Group 5: Community and Ecosystem - Bilibili's unique community culture and user habits align well with the deep content nature of video podcasts, fostering a rich environment for this format [19][26]. - The platform has a history of similar content, indicating a natural evolution towards video podcasts, which could become a significant part of Bilibili's brand identity [23][25].