Core Insights - Bilibili has achieved profitability for three consecutive quarters since Q3 2024, indicating a significant acceleration in its commercialization efforts [1] - The platform has successfully initiated a positive feedback loop between commercialization and content innovation, necessitating a reevaluation of its true marketing value as the internet user value (UV) dividend reaches its ceiling [3] User Evolution - Bilibili's user base has aged slightly, with an average age of 26 in 2025, while still maintaining a youthful and engaged demographic, with 62.25% of users aged 16-35 [8][9] - The platform has seen a growing presence of female users, accounting for 44% of active users in April 2025, which has driven growth in lifestyle-related content consumption [9][10] - User stickiness has increased, with over 100 million daily active users and average daily usage time stabilizing between 100-110 minutes since Q3 2023 [12][16] Content Evolution - Bilibili's content strategy focuses on a mix of user-generated content (UGC), professionally generated content (PGC), and occupationally generated video (OGV), with OGV being a key strategic lever for building platform differentiation [17][18] - The platform has cultivated a robust IP matrix through premium content, leading to the emergence of evergreen IPs and cross-platform phenomenal IPs [18] - Original Chinese animation has become a core highlight, with 67% of ACG users actively consuming it, driving monetization through various channels [24][25] Marketing Evolution - Bilibili has built a rich matrix of cultural IPs, fostering a strong sense of trust and identity among users, which enhances brand participation in the community [31] - The platform's connection with young users emphasizes companionship and personal growth, allowing brands to engage deeply with their target audience [33] - Bilibili's community atmosphere amplifies user feedback, creating valuable opportunities for small and mid-sized brands to achieve strong conversion rates [35][36] Conclusion - Bilibili is redefining youth marketing through a positive "Content - User - Commerce" cycle, evolving from a niche ACG community to a profitable content platform while preserving its youthful DNA [38][39] - The platform's business model is fueling a virtuous cycle, laying a long-term foundation for future growth by reinvesting in its content ecosystem [40]

Group 1 - Bilibili has achieved profitability for three consecutive quarters since Q3 2024, indicating an acceleration in its commercialization efforts [1] - The platform has successfully initiated a positive feedback loop between commercialization and content innovation, necessitating a re-evaluation of its true marketing value as the internet user value dividend reaches its ceiling [3] - Bilibili's user base has aged slightly, with an average age of 26 in 2025, while still maintaining a youthful, highly engaged demographic capable of spending [5][8] Group 2 - The platform's mass-market evolution has not diluted its youth-oriented DNA, with students and young professionals continuing to inject new vitality into the community [6] - Bilibili's monthly active users had an average age of 26 as of April 2025, with 62.25% aged 16-35, and a growing presence of female users, who accounted for 44% of active users [8][9] - Content consumption in categories such as maternity and parenting rose 76% YoY, indicating a shift in user interests and engagement [10] Group 3 - Bilibili's content strategy includes a focus on Occupationally Generated Video (OGV) to build a robust IP matrix, enhancing brand value and monetization opportunities [16][17] - The platform has cultivated a range of niche, small-format shows that explore social issues and Gen Z lifestyles, achieving viral success through a combination of OGV, PUGC, and UGC [22] - Original Chinese animation has become a core focus, with 67% of ACG users actively consuming it, driving monetization through various channels [23][24] Group 4 - Bilibili has built a rich matrix of cultural IPs, fostering a strong sense of trust and identity among users, which enhances brand participation in its ecosystem [30] - The platform's connection of "Youthful Expression" with young users enables deep emotional value through companionship and shared growth, facilitating long-term user engagement [32] - Bilibili's community atmosphere amplifies user feedback, creating valuable opportunities for small and mid-sized brands to achieve strong conversion rates [34][35] Group 5 - Bilibili is redefining the future of "Youth Marketing" through a positive "Content - User - Commerce" cycle, evolving from a niche ACG community to a profitable content platform [37] - The platform serves as a cultural and emotional companion to youth cohorts, providing an irreplaceable space for brands to connect authentically with young audiences [38] - By leveraging content to engage young users, Bilibili is fueling a virtuous cycle that lays a long-term foundation for future growth [39]