B station chairman on the universe: the need for a self-circulation content ecology
Reporter of our Newspaper & NBSP; Xie Relin
On November 17, Bilibili (" Station B ") announced its unaudited financial results for the third quarter ended September 30, 2021. According to the earnings report, the third-quarter revenue of station B reached 5.21 billion yuan, up 61 percent year on year.
At the user level, this quarter, the monthly average active users of station B reached 267 million, up 35% year on year. Daily active users reached 72 million, up 35% year on year; The number of monthly paying users rose 59 percent year on year to 24 million, with the payment rate rising to 8.9 percent.
In a conference call after the earnings release, B station, chairman and chief executive of ray in detail elaborated the view of yuan universe development, "the universe is a concept, not a product, the concept contains the elements of some products, such as virtual reality, the close social system, or in the game of a cycle of ecosystem. None of these elements are new. There are companies that have implemented them, and Site B has implemented some of them."
"It would be too late to announce the layout or advance into the meta-universe if we hear the concept of the meta-universe." Chen Believes that the meta-universe needs a self-circulating content ecology.
Advertising revenue doubled year on year
In terms of revenue composition, the revenue of station B is mainly composed of advertising business, game business, value-added service business, e-commerce and other businesses.
In the third quarter, B station's game business revenue reached 1.4 billion yuan, up 9 percent year on year. During this period, station B launched three exclusive agency games, and in September, it celebrated the fifth anniversary of Destiny: Crown Designation. At present, there are nine exclusive agency games in Station B that have received the license number and will be released in the next few quarters.
In terms of value-added service business, in the third quarter, based on the rapid development of live broadcasting and big member business, the revenue of value-added service business of station B reached 1.91 billion yuan, with a year-on-year increase of 95%. In addition, B station's e-commerce and other business revenue reached 730 million yuan, up 78% year-on-year.
What is worth mentioning is the advertising business. In the third quarter, the advertising revenue of B station was 1.17 billion yuan, up 110% year-on-year. More and more advertisers regard B station as a launching platform. At the end of a video titled "Hello, teacher, MY name is He Classmate" in October, a lifting and lifting desk advertisement of Lesge Stock, a listed company, was inserted. The next day, Lesge stock rose 13.51%, which has also become a hot topic for advertisers of B station. It is reported that this quarter, the top five advertiser industries of STATION B are games, beauty makeup and skin care, e-commerce, digital 3C and food and beverage.
About the improvement of advertising efficiency, Li Ni, vice chairman and COO of STATION B, shared five key points: "First, thanks to the further application of deep learning model and early intelligent creativity, CTR of the overall information flow has increased by more than 30%; Second, as multiple scenes are connected, the whole scene from mobile APP, iPad, TV large screen and PC is covered, and new video scenes such as Inline, Story and dynamic are developed. Third, 15,000 UP owners have settled in this quarter, and the re-investment rate of the brand is more than 75%. Fourth, during the "Double 11", daily consumption exceeded 25 million; Fifth, the company's customer expansion is rapid. In addition to the traditional advantage areas such as games and 3C, the growth of automobile and clothing also exceeds expectations."
Record average daily usage
At the user level, monthly active users of STATION B reached 267 million in the third quarter, up 35% year on year. The number of mobile monthly active users reached 250 million, up 36% year on year. Daily active users also rose to 72 million during the same period, up 35% from a year earlier.
What is worth mentioning is user stickiness. In the third quarter, the average daily usage time of station B users increased to 88 minutes, a record high. The average daily video playback reached 2.3 billion times, up 77% year on year; The monthly average number of interactions exceeded 10 billion, reaching 10.2 billion, up 86% year on year. By the end of the third quarter, the number of full members who passed the 100-question community exam reached 130 million, up 38% year on year, and its 12-month retention rate exceeded 80%.
The core driver of user growth is premium content. In the third quarter of 2021, the play volume of PUGV (videos created by professional users) in station B accounted for 93% of the total play volume of the platform, and life, games, entertainment, animation and knowledge became the top five content categories most popular among users. In this quarter, the monthly average number of active UP users reached 2.7 million, UP 61% year on year. The monthly average number of video submissions exceeded 10 million, up 80% year-on-year.
This quarter, the number of UP users with more than 10,000 followers increased by 42% year-on-year. As of the end of the third quarter, more than 480,000 UP owners had benefited from the creator incentive program. The commercial cooperation platform and live broadcast platform of STATION B also bring more commercial opportunities for content creators. Website B also launched the "UP Master Copyright Protection plan" on October 29, which provides cross-platform infringement manuscript detection and one-click rights protection functions for individual creators.
On the other hand, OGV (professional organization creating video & NBSP;) The content forms a good synergy and complementarity. In the third quarter, a series of cartoons, homemade variety shows and documentaries launched on B station also attracted attention. By the end of the third quarter, the number of "big members" of Station B reached a new high of 18.2 million, up 42% year-on-year. (Beijing Business Daily)