Investment Rating - The report maintains a "Buy" rating for Tencent Music (TME.N) [4][6]. Core Insights - Tencent Music's total revenue for Q2 2025 reached 8.44 billion RMB, a year-over-year increase of 17.9%, exceeding Bloomberg's consensus estimate of 7.99 billion RMB, primarily driven by unexpected growth in non-subscription revenue [2]. - The adjusted net profit attributable to shareholders for Q2 2025 was 2.57 billion RMB, reflecting a year-over-year increase of 37.4%, surpassing the expected 2.27 billion RMB [2]. - The online music revenue accounted for 6.85 billion RMB, up 26.4% year-over-year, representing 81% of total revenue, while social entertainment services and other revenues declined by 8.5% due to adjustments in live streaming features and stricter compliance measures [2][3]. Revenue Structure Summary - Subscription revenue reached 4.38 billion RMB, growing 17.1% year-over-year, with a music MAU of 553 million, a decrease of 3.2% year-over-year, and a total of 12.4 million paying subscribers, an increase of 6.3% year-over-year [3]. - Non-subscription revenue was 2.47 billion RMB, showing a significant growth of approximately 47%, highlighting the company's strong artist resource integration capabilities [3]. - Advertising revenue grew by 36% year-over-year, driven by increased ad placements and enhanced user engagement, particularly during the 618 shopping festival [3]. Expense and Profitability Summary - Total expenses for Q2 2025 were 1.15 billion RMB, remaining relatively stable, with marketing expenses increasing by 3% to 216 million RMB [4]. - The report anticipates a slight decline in gross margin in Q3 2025 due to the rising proportion of non-subscription business, but expects an overall improvement in gross margin for the year [4]. Profit Forecast and Valuation Summary - The adjusted net profit forecasts for 2025-2027 have been revised upward to 9.84 billion RMB, 11.51 billion RMB, and 12.98 billion RMB, reflecting increases of 5.2%, 5.5%, and 3.9% respectively from previous estimates [4]. - The projected revenue for 2025 is 32.70 billion RMB, with a growth rate of 15.1% [5].