上 市 公 司 传媒 2025 年 08 月 26 日 芒果超媒 (300413) ——短期经营压力已体现，关注政策变化带来的积极影响 报告原因：有业绩公布需要点评 买入（维持） | 市场数据： | 2025 年 08 月 25 日 | | --- | --- | | 收盘价（元） | 27.09 | | 一年内最高/最低（元） | 32.10/18.07 | | 市净率 | 2.2 | | 股息率%（分红/股价） | 0.81 | | 流通 A 股市值（百万元） | 27,678 | | 上证指数/深证成指 | 3,883.56/12,441.07 | | 注："股息率"以最近一年已公布分红计算 | | 夏嘉励 (8621)23297818× xiajl@swsresearch.com 本研究报告仅通过邮件提供给 中庚基金 使用。1 | 基础数据: | 2025 年 06 月 30 日 | | --- | --- | | 每股净资产（元） | 12.23 | | 资产负债率% | 29.91 | | 总股本/流通 A 股（百万） | 1,871/1,022 | | 流通 B 股/H 股（百万） | -/- ...

Core Viewpoint - The company reported a decline in revenue and net profit for 2024, with a significant drop in net profit attributed to tax policy changes and increased content costs [1][4][5] Financial Performance - For 2024, the company achieved revenue of 14.08 billion yuan, a year-on-year decrease of 3.75%, and a net profit of 1.364 billion yuan, down 61.63% [1] - In Q4 2024, revenue was 3.802 billion yuan, a decline of 10.8%, with a net profit turning negative at -79.99 million yuan [1] - In Q1 2025, revenue was 2.9 billion yuan, down 12.76%, and net profit was 379 million yuan, a decrease of 19.8% [1] Business Segments - Membership revenue for 2024 was 5.148 billion yuan, an increase of 19%, with a year-end membership count of 73.31 million, up 10% [2] - Advertising revenue fell to 3.438 billion yuan, down 12%, while operator business revenue dropped 42% to 1.593 billion yuan [2] - New media interactive entertainment content production revenue grew by 10% to 1.262 billion yuan, while content e-commerce revenue decreased by 8% to 2.6 billion yuan [2] Cost and Profitability - Operating profit was under pressure due to increased content costs, which rose by 12.5% to 5.762 billion yuan, accounting for 67.1% of revenue [4][5] - The company’s content acquisition costs reached 6.348 billion yuan, a slight increase of 1.3% [4] - The gross margin for the internet video business fell to 35.3%, a decline of 6 percentage points [5] Future Outlook - Membership revenue is expected to continue double-digit growth, but at a slowing rate, while operator business is anticipated to stabilize [6][7] - Advertising revenue is projected to remain under pressure due to scheduling and macroeconomic factors [7] - Revenue forecasts for 2025-2027 are 14.351 billion, 14.871 billion, and 15.423 billion yuan, with corresponding net profits of 1.773 billion, 1.932 billion, and 2.061 billion yuan [7]