Gross margin expanded to 36.5% from 29.9% year over year. Operating profit reached RMB 252 million. Monthly paying users increased 9% year over year to 31 million. Advertising revenue hit a record RMB 2.4 billion, up 20% year over year, with performance-based advertising up ~30% and eCPM rising over 10%. Unique advertisers increased by more than 20% year over year, supported by ad infrastructure upgrades, smart placement, and LLM enhancements. Game revenue rose 60% year over year to RMB 1.6 billion, driven by new titles like Samo and evergreen franchises, with new monetization pilots such as limited edition skins.
"In the second quarter, our advertising business maintained strong growth, outpacing the overall industry. Quarterly revenue reached a record high of RMB 2.4 billion, up 20% year over year. Speaking of the driver behind that growth, we continue to focus on the one horizontal and vertical strategy. In this quarter, we continued to strengthen our ad infrastructure product, and technology efficiency allowed us to further unleash our users' value and traffic value."-- Rui Chen, Chairman and CEO
Advertising margin expands as BILI surpasses industry growth The company's advertising business achieved a record RMB 2.4 billion in revenue and outpaced broader industry growth, propelled by upgrades to ad infrastructure, smart placement, and Large Language Model (LLM) enhancements. Performance-based advertising revenue grew approximately 30% year over year, with effective cost per mille (eCPM) up over 10% year over year, while the number of unique advertisers rose more than 20% year over year.
Collection
[
|
...
]