To The Moon

Bilibili's user engagement metrics and revenue continue to grow.

However, growth has been accompanied by sharp losses, and there are few signs of improvement. Fierce competition can make Bilibili's path to profitability an uphill battle. From the second quarter of this year, MAU (monthly active users) reached a record 306 million, up 29% year-over-year, while the platform's average monthly content submissions totaled 13.2 million, up 56% year-over-year, from 3.6 million monthly active content creators, up 50% year-over-year. Average monthly paying users (MPUs) grew 32% year-over-year to 27.5 million. Users spend 89 minutes a day on the platform, more than YouTube, and this momentum should continue as a future growth strategy. The company is expanding its content offering to meet the needs of the elderly population. Original content, including documentaries and educational content, has helped increase the popularity of the Bilibili platform outside of its core ACG (anime, manga, game) audience, which in turn opens up opportunities for monetization, especially through advertising, especially OGV, to get the most expensive ads as the company's future money-making project. Bilibili has been expanding overseas, seemingly starting with Southeast Asia, considering the region's large Chinese-speaking diaspora, opening up markets in Thailand, Malaysia, Indonesia, Vietnam and the Philippines. Although the company is still growing rapidly, it has not been profitable for many years and losses are constantly expanding, which is a bit of investor wariness of the company. The tech industry hit gaming revenue, and Bilibili had a tough year. The resumption of mobile game licensing approvals could provide relief in the short term, but video game licensing approvals have been on a downward trend over the past few years. With the government aiming to encourage outdoor play rather than virtual gaming, the gaming industry could face headwinds to growth. At the same time, macro challenges could affect advertising revenue as companies cut advertising budgets. Longer term, Bilibili is expanding its user base, which may help increase advertising revenue, but the increase in its content development costs as part of its attempt to diversify its user base, and the increase in user acquisition costs as part of its international growth ambitions, suggest that the company may continue to be unprofitable for the foreseeable future. In addition, stiff competition could further challenge the company's ability to achieve profitability. Therefore, I think that$BILIBILI-W(09626)$   can only be operated for the short term, not for the long term.

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