Core Viewpoint - NetEase Cloud Music reported significant growth in revenue and profit for the first half of 2025, driven by an increase in paid subscribers and enhanced user experience. Group 1: Financial Performance - The company achieved a revenue of RMB 3.827 billion for the six months ending June 30, 2025, with a profit attributable to equity holders of RMB 1.885 billion, representing a year-on-year increase of 132.83% [1] - Basic earnings per share were RMB 8.96, while adjusted net profit reached RMB 1.946 billion, up 120.99% year-on-year [1] - The online music service revenue increased by 15.9% from RMB 2.56 billion for the six months ending June 30, 2024, to RMB 2.967 billion for the same period in 2025 [1] Group 2: User Engagement and Content Strategy - The company focused on enhancing user experience and expanding membership benefits, leading to a rise in monthly paid users and subscription revenue, which grew from RMB 2.144 billion to RMB 2.47 billion [1] - The monthly active user count showed stable growth, with the daily active user to monthly active user ratio remaining above 30% [1] - The company enriched its unique content offerings, including collaborations with popular Korean music labels and renowned Chinese musicians, while also promoting original music [2] Group 3: Monetization and Profitability - Membership subscription revenue grew by 15.2%, driven by an increase in membership scale, despite some dilution in monthly revenue per paying user due to changes in membership structure [3] - The company launched various premium services and enhanced member benefits, resulting in higher user engagement and retention rates [3] - Gross margin improved to 36.4% in the first half of 2025, benefiting from business scale expansion and strong monetization of core online music services [3]

Core Viewpoint - The company focuses on "music community + technology empowerment" to build a differentiated advantage in the online music platform, actively expanding quality music content resources in the post-copyright era, targeting the younger demographic, and optimizing membership rights, leading to continuous growth in membership scale, with a strong recommendation rating given for initial coverage [1][4]. Group 1: Business Performance - The online music service revenue is expected to grow by 23.1% year-on-year to 5.355 billion yuan in 2024, accounting for 67.35% of total revenue, driven by membership service optimization and rich content [2]. - Membership subscription revenue increased by 22.2% year-on-year to 4.459 billion yuan, with the number of paid users reaching 44.12 million by the end of 2023, and the average revenue per paid user per month at 6.9 yuan [2]. - The company has been expanding channels and improving the membership system, including a strategic partnership with Alibaba's 88VIP to integrate music with e-commerce [2]. Group 2: Competitive Advantage - The company employs a "copyright procurement + original incubation" dual system to expand quality music content, boasting a library of 150 million licensed songs and 770,000 independent musicians, with 350 billion plays of original music [3]. - The platform emphasizes the music community concept, creating a social ecosystem that enhances emotional engagement, with over one million UGC comments generated daily and a stable daily-to-monthly active user ratio above 30% [3]. - Compared to industry leaders, the company shows excellent growth in payment rates, but the ARPPU value remains significantly lower than the industry average, indicating substantial potential for user value enhancement [3]. Group 3: Future Outlook - With the drive of innovative technologies like AI and continuous optimization of membership rights, the company is expected to achieve further increases in payment rates and ARPU values [4]. - Projected revenues for 2025 to 2027 are expected to reach 8.237 billion, 8.832 billion, and 9.663 billion yuan, with adjusted net profits of 1.923 billion, 2.222 billion, and 2.459 billion yuan, corresponding to PE ratios of 30, 26, and 24 times [4].

Investment Rating - The report initiates coverage with a "Strong Buy" rating for NetEase Cloud Music [2][6] Core Views - NetEase Cloud Music focuses on "music community + technology empowerment" to build a differentiated advantage in the online music platform, actively expanding quality music content resources in the post-copyright era, targeting a younger demographic, and optimizing membership benefits, leading to continuous growth in membership scale and significant potential for ARPU increase [6][12][41] Summary by Sections 1. Company Overview - NetEase Cloud Music was launched in 2013, focusing on user experience and social innovation rather than engaging in copyright battles with industry giants, establishing a unique development path in the online music market [12][15] - The ownership structure is stable, with major shareholder NetEase holding approximately 59.54% of shares, ensuring concentrated strategic decision-making [17] 2. Core Business - The core business is divided into "online music services" and "social entertainment services," with a strong emphasis on creating a youthful, interactive music community [19] - The platform boasts over 150 million licensed songs and has established partnerships with major record labels, enhancing its content library and user engagement [20][22] 3. Revenue Growth - Online music service revenue is projected to grow by 23.1% year-on-year to 5.355 billion yuan in 2024, driven by optimized membership services and rich content [30] - The membership subscription revenue is expected to increase by 22.2% year-on-year to 4.459 billion yuan in 2024, reflecting the effectiveness of the membership system [30][37] 4. Community Ecosystem - The platform has built a unique community ecosystem that enhances user engagement, with daily user-generated content (UGC) interactions exceeding 1 million comments [59] - The average revenue per user (ARPU) is currently at 6.9 yuan, significantly lower than competitors, indicating substantial room for growth [63] 5. Financial Projections - Revenue is expected to reach 8.237 billion yuan in 2025, with adjusted net profit projected at 1.923 billion yuan, reflecting a strong growth trajectory [7][30] - The company aims to improve its profitability through strategic partnerships and enhanced user experiences, with a focus on expanding its membership base [37][41]