Bilibili's Operational Performance Highlights Concerns Amidst Mixed Growth Signals

2024-03-06

Bilibili's operational performance for the fourth quarter of 2023 and the first two months of 2024 reveals a concerning trend. Despite some areas of growth, there are signs of slowdown in key revenue contributors such as live broadcasting and games.


Data analysis indicates a mixed picture in Bilibili's operational data. While revenue contributors like live broadcasting and games experienced slower growth, there were some positive aspects, particularly in the growth of newly added videos, primarily driven by game-related content. However, interaction levels for these videos saw a decline, though participation remained steady.


In terms of user-generated content (UGC) videos, there was a notable increase in the number of newly added videos, particularly game-related ones. However, metrics such as views, comments, and coin transactions for these videos showed declines, indicating reduced user engagement.


The live broadcasting segment experienced a slowdown in audience growth and a decline in the number of hosts. While average daily audiences increased year-over-year, the growth rate slowed down significantly. Similarly, the number of hosts saw a decline, indicating potential challenges in attracting and retaining talent on the platform.


Regarding games, there were no significant upside surprises. The total reciprocal of grossing ranks for Bilibili's games declined year-over-year in both the fourth quarter of 2023 and the first two months of 2024. This suggests that while there was some growth in game-related revenue, it was not substantial enough to reverse the overall downward trend.


In summary, Bilibili's recent operational performance raises concerns about its growth trajectory. Despite pockets of growth, particularly in certain content areas, the overall picture suggests challenges in sustaining momentum, especially in the face of increasing competition and changing user preferences.


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