Core Viewpoint - The article discusses the challenges faced by Bilibili (B站) in the long video sector, particularly in light of increasing competition from short video platforms and user dissatisfaction with advertising practices. It highlights the emergence of a third-party app, Pilipala, which offered an ad-free experience but faced legal challenges from Bilibili. Group 1: Bilibili's User Engagement and Demographics - Bilibili remains a preferred platform for long videos, offering a variety of content such as academic science, documentaries, and tutorials [1] - As of Q1 this year, Bilibili reported 107 million daily active users and 368 million monthly active users, with an average user age of 26 [2] - The platform has a high user retention rate, with 84% of users registered for over 10 years and 90% for over 15 years [2] Group 2: Pilipala App and User Experience - Pilipala is a third-party open-source client that provides a simplified, ad-free interface while retaining core functionalities of Bilibili [5][6] - The app allows users to access all Bilibili content, including popular videos, live streams, and offline caching, without the interference of ads [7][8] - Pilipala also offers features like customizable recommendation mechanisms and lower storage requirements compared to the official app [9] Group 3: Legal Challenges and Bilibili's Response - Pilipala's developers received a cease-and-desist letter from Bilibili, citing unauthorized use of its API and potential harm to its traffic [14][18] - Despite claims of using only official APIs, Bilibili emphasized that Pilipala could mislead users into thinking it was affiliated with the platform [19][20] - Following the legal notice, the developers decided to halt the app's development and remove it from all platforms [20] Group 4: Bilibili's Financial Performance and Revenue Streams - Bilibili's revenue is primarily derived from four segments: value-added services, advertising, gaming, and IP derivatives, with the first three accounting for over 90% of total revenue in 2024 [27] - The company reported a total revenue of 22.53 billion RMB in 2023, projected to grow to 26.83 billion RMB in 2024 [28] - In Q1 2025, gaming revenue surged by 76% year-on-year, while advertising revenue grew by 20%, indicating a shift in revenue dynamics [28][30] Group 5: Advertising Issues and User Sentiment - Bilibili has faced criticism over high advertising frequency and diverse ad formats, leading to user dissatisfaction [33] - Users expressed frustration over the perceived mismatch between paid membership benefits and the continued presence of ads [35] - To improve user experience, Bilibili needs to explore more effective advertising strategies that minimize disruption while maintaining revenue [36]