Core Insights - Bilibili (B站) is focusing on enhancing its advertising capabilities and user engagement, with a significant increase in user activity and content creation expected by 2025 [3][5][15]. User Engagement and Demographics - By 2025, the average daily usage time of Bilibili users is projected to reach 112 minutes, an increase of 6 minutes year-on-year, indicating a strong engagement level [3]. - The number of content creators (UP主) with over 100,000 followers has grown by over 20% year-on-year, reflecting a vibrant creator ecosystem [3]. - The average age of Bilibili users is 26, with new users averaging 23 years old, suggesting a demographic shift towards a more financially independent audience [4]. Advertising Revenue and Growth - Over 2.2 billion users engaged with consumer-related content on Bilibili last year, contributing to a sustained growth in advertising revenue, which has exceeded 20% for eleven consecutive quarters [5]. - The average income of UP主 has increased by 22% year-on-year, indicating a healthy monetization environment for content creators [5][9]. AI Integration in Advertising - Bilibili has introduced "哔哩必达," a one-stop AI marketing data strategy center aimed at enhancing advertising efficiency through automated targeting and optimization [8]. - The penetration of automated advertising has surpassed 65%, reducing manual operations by 85% and increasing ad performance by 90% [9]. - AI is also being utilized to assist in creative processes, with AIGC (AI-Generated Content) improving engagement metrics, such as a 15% increase in click-through rates for titles [10]. Marketing Strategies and Tools - Bilibili is shifting towards a more closed-loop advertising model, allowing transactions to occur within the platform, which is expected to enhance conversion rates and efficiency [14]. - The platform plans to open more search traffic to advertisers, enabling them to have greater control over their advertising strategies [11]. - Bilibili is exploring new advertising formats on its playback pages, which are considered high-quality user engagement areas [11][13]. Content Ecosystem and Future Plans - Bilibili is committed to maintaining its focus on mid-to-long-form video content, which is seen as essential for building brand trust and consumer engagement [16]. - The platform is set to produce a variety of content, including 40 domestic productions and multiple podcast programs, to enrich its content ecosystem and attract advertisers [17].