Bilibili annual revenue reach 12B！Can Gen Z support the future of Bilibili?
$Bilibili(BILI.US$ , the most popular video community among young people in China, released its 2020 fourth quarter earnings report on 24 Feb. It puts a lot of resources in marketing activities in 2020, which unexpectedly brought about a surge in users amount. But Bilibili is also under greater pressure stems from the expenditure. It shows that the net loss has expanded compared with the same period last year. But the market holds positive perspectives for Bilibili. What plans does it have this year? Let's take a look!
This article is a script from the Q&A session of Bilibili's earnings call on February 24. In order to facilitate reading, we have made appropriate cuts. If you want to know more details, you can click here to re-watch $Bilibili(BILI.US$'s earnings call.
Q: How can we maintain the user quality, for example, DAU-MAU ratio and also the user time spent on a year-over-year basis?
A：So I believe that the user growth for all the content platform really depends on the quality of the content, which our platform has the highest quality content, the user will tend to turn to that platform. And for Bilibili, we have always practiced the philosophy that to leverage high quality content, to attract our users, and we are really focused on expanding our content offerings and content categories. So the second point is on the quality of the content. We believe we can become a leading player in more and more content verticals and gaining more mindshare of those verticals in the market.
Q：Can you guys elaborate a bit more on the growth driver behind this rapid growing advertising business?
A: In 2020, as we experienced fast and high quality user growth, our influence over brand advertising is also increasing. Over the years, we have continuously improved our commercial middle platform capabilities and our advertising revenue has experienced accelerated growth for seven consecutive quarters.
So for 2021, we do not intend to increase our ad load and we are going to maintain the ad load around 5%. From our perspective, we are still at the Phase II, building our infrastructure and our advertising business still have a huge potential to grow. So the third point would be to increase our integrated marketing efficiency and standardize more of the procedures among this overall integrated marketing campaign.
So for 2021, we do not intend to increase our ad load and we are going to maintain the ad load around 5%. From our perspective, we are still at the Phase II, building our infrastructure and our advertising business still have a huge potential to grow. So the third point would be to increase our integrated marketing efficiency and standardize more of the procedures among this overall integrated marketing campaign.
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