Investment Rating - The report maintains a "Buy" rating for Bilibili, with a target price adjusted to HKD 237 [6][13]. Core Insights - Bilibili is positioned as a leading online video and content community platform in China, focusing on enriching the daily lives of the younger generation. The company has shown significant user growth and accelerated commercialization, with a notable operating leverage [3][10]. Financial Summary - Total revenue is projected to grow from RMB 22,528 million in 2023 to RMB 36,484 million by 2027, reflecting a compound annual growth rate (CAGR) of approximately 9.2% [5]. - Adjusted net profit is expected to turn from a loss of RMB 3,425 million in 2023 to a profit of RMB 4,210 million by 2027, indicating a substantial recovery and growth trajectory [5]. - The adjusted net profit margin is anticipated to improve from -15.2% in 2023 to 11.5% in 2027 [5]. User Growth and Engagement - As of Q1 2025, Bilibili has 368 million monthly active users (MAU) and 107 million daily active users (DAU), with an average daily usage time of 108 minutes [10][17]. - The platform has a strong user base among the Z+ generation, with 70% of this demographic being Bilibili users [10][27]. Community and Content Ecosystem - Bilibili's user engagement is driven by a high level of interaction, with a monthly average of 16.7 billion interactions and a stable growth in paid memberships, reaching 26.4 million by Q1 2025 [40][41]. - The platform's content is primarily user-generated (PUGV), which constitutes 95% of the viewing volume, showcasing a vibrant creator ecosystem [30][38]. Commercialization and Revenue Streams - The report highlights the acceleration of Bilibili's commercialization efforts, with significant growth in gaming, value-added services, advertising, and IP derivatives [10][19]. - The advertising revenue has shown a 30% year-on-year increase, with over 35% more advertisers on the platform compared to the previous year [10][19]. Management and Corporate Structure - Bilibili's management team holds over 70% voting rights, ensuring strong control over corporate decisions. Key figures include Chairman and CEO Chen Rui, who has over 20 years of experience in the internet and technology sectors [22][24]. - The company has established strategic partnerships with major players like Tencent and Alibaba, enhancing its content and operational capabilities [22][24].

Group 1 - The article highlights the issue of automatic renewal subscriptions, where consumers unknowingly fall into a cycle of recurring payments without clear notifications or consent [3][4][5] - JD.com has been criticized for changing the automatic renewal fees over the years without prior notice, leading to a total deduction of 595 RMB from a consumer's account over five years [3][4] - Many apps, including video streaming platforms, have been reported for similar practices, with a significant number of complaints related to automatic renewals found on consumer complaint platforms [4][5] Group 2 - The Ministry of Industry and Information Technology has issued regulations requiring apps to obtain user consent for automatic renewals and to provide significant reminders five days prior to renewal [5] - The new Consumer Rights Protection Law, effective July 2024, mandates that service providers must clearly inform consumers about automatic renewals before they accept the service [5] - Consumers are advised to carefully read terms and conditions when subscribing to services and to keep evidence in case they encounter issues with automatic renewals [5][6]

Core Viewpoint - Mango TV has reduced the number of devices that can be used simultaneously for new subscribers, changing from 2 devices to 1 device starting from March 25, 2025 [3][4]. Group 1: Membership Changes - Mango TV has categorized membership into three levels: old members, new members, and intimate members, with new members allowed to log in on 4 devices but use only 1 device simultaneously [4]. - The intimate member accounts allow sharing with friends and family, providing a one-stop entertainment experience, with each main account able to create sub-accounts that have independent login credentials and viewing histories [4]. - Existing old members who subscribed before March 25, 2025, will retain their rights to log in on 4 devices and use 2 devices simultaneously [4]. Group 2: Financial Performance - As of the end of last year, Mango TV had 73.31 million effective members, with annual membership revenue exceeding 5 billion yuan, a year-on-year increase of over 18% [5]. - The net profit of Mango Super Media is expected to decline significantly, with projected annual operating profit between 1.666 billion yuan and 2.026 billion yuan, representing a year-on-year change of -8.41% to +11.38% [5]. - The net profit attributable to shareholders is projected to be between 1.610 billion yuan and 1.250 billion yuan, indicating a decline of 54.72% to 64.85% year-on-year [5]. Group 3: Industry Trends - Other video platforms such as iQIYI, Tencent Video, and Bilibili have also adjusted their membership device usage limits, with iQIYI allowing 2 devices for existing members but limiting new members to 1 device [6].