How does Bilibili make money?
In recent years, Bilibili (Bilibili), as China's leading youth cultural community and video platform, has attracted much attention for its business model and profitability. This article will combine the hot topics and hot content on the Internet in the past 10 days, structurally analyze the way Bilibili makes money, and demonstrate its core income sources through data and cases.
1. The core income sources of Bilibili
Bilibili’s revenue is mainly divided into four major sectors: games, value-added services, advertising and e-commerce. The following are recent statistics:
| Income type | Proportion in 2023 | year-on-year growth |
|---|---|---|
| game | 30% | 5% |
| Value-added services (big membership, live broadcast, etc.) | 35% | 25% |
| Advertisement | 20% | 15% |
| E-commerce and others | 15% | 10% |
2. Game business: Once a pillar, it is still important today
In the early days, Station B relied on agents and self-developed games (such as "FGO" and "Azur Lane") to rapidly rise, and game revenue once accounted for more than 80%. Although its share has declined in recent years, games are still an important source of revenue. Recent hot topics include:
-"Jockey Girl" national server is online: This game represented by Station B is very popular in the Japanese server, and the sales of the Chinese server exceeded 100 million in the first week after it was launched.
-Self-developed game layout: Bilibili has invested in a number of game studios and plans to launch more self-developed products in a two-dimensional style.
3. Value-added services: Big membership and live streaming drive growth
Value-added services have become the largest source of income for Bilibili, mainly including:
| Service type | User scale (2023) | revenue contribution |
|---|---|---|
| big member | 20 million+ | 50% |
| Live broadcast reward | Monthly active anchors exceed 500,000 | 30% |
| Others (virtual gifts, etc.) | - | 20% |
Recent hot spots:Virtual anchor "Jiaran" birthday live broadcastThe revenue from a single game exceeded 5 million yuan, highlighting the monetization potential of Station B’s live broadcast.
4. Advertising business: Information flow and UP host cooperation
Bilibili’s advertising is mainly based on native content to avoid damaging the user experience:
-Information flow advertising: Accurate delivery based on user interests, with a conversion rate higher than the industry average.
-UP main business order: The brand cooperates with UP owners through the "Huahuo Platform". Recent popular cases include "Classmate He"'s technology product review video, which has been viewed more than 10 million times.
5. E-commerce and others: membership purchases and offline activities
Bilibili’s e-commerce business includes:
-Membership purchase: Selling animation peripherals, figures, etc., sales on "Double 11" in 2023 will increase by 40% year-on-year.
-Offline activities: Ticket sales for events such as Bilibili World are booming, with revenue from a single event reaching tens of millions of yuan.
6. Summary: Profit challenges and future of Bilibili
Although Bilibili has diversified its revenue, it still faces loss pressure. Recent popular discussions focus on:
-How to balance commercialization and community atmosphere: User acceptance of advertising and paid content is key.
-overseas strategy: Bilibili’s international version “Bilibili Overseas” is testing the waters in Southeast Asia. Can it replicate its domestic success?
Through structured analysis, it can be seen that Bilibili’s ability to make money relies on its unique community ecology and young user groups. Whether it can continue to make profits in the future depends on its ability to balance commercialization and user experience.
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