Bilibili Inc. (BILI): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for a clear-eyed view of Bilibili Inc.'s (BILI) market strategy, so let's break down their four P's using the latest 2025 financial data. Honestly, after years of building that unique community around ACG and knowledge content, the numbers are finally clicking into place: Q3 2025 net revenues reached RMB 7.69 billion, fueled by a 23% year-over-year ad revenue increase to RMB 2.57 billion, which helped them post an adjusted net profit of RMB 786.3 million. This shift shows their core product-the video platform with its unique danmu feature-is successfully monetizing its 35 million monthly paying users across China and expanding globally. Stick with me; we'll map out exactly how their Product, Place, Promotion, and Price structure is making this happen.

Bilibili Inc. (BILI) - Marketing Mix: Product

Bilibili Inc. (BILI)'s core offering centers on a community-driven, medium-to-long-form video platform, evolving from its initial niche focus.

Key content verticals that drive platform activity include:

• Gaming content watch time increased by 21% year-over-year in Q2 2025.
• Technology and knowledge-based content are strong performers.
• The platform maintains its foundation in ACG (Anime, Comics, Games).

The platform pioneered the real-time, overlaid danmu (bullet curtain) commenting feature, which remains a key interactive element.

User-generated videos (PUGV) account for over 70% of all video views, while professionally licensed content (OGV) represents 17% of total video views.

Monetization products are diversified across four main streams, as reflected in the third quarter of 2025 financial performance.

Bilibili Inc. (BILI) is actively expanding into new content areas to capture evolving user interests.

• AI-related content watch time grew 61% year-over-year in Q2 2025.
• Videos in lifestyle, fitness, and parenting categories are showing rapid growth.
• A rise in female users has contributed to the growth of lifestyle content consumption.

User engagement metrics as of the third quarter of 2025 demonstrate product stickiness.

• Average daily time spent reached 112 minutes.
• Daily Active Users (DAUs) were 117.3 million.
• Monthly Paying Users (MPUs) reached 35 million, a 17% year-over-year surge.

Bilibili Inc. (BILI) - Marketing Mix: Place

Bilibili Inc. distributes its core video platform primarily within Mainland China, which remains its central operational and user base concentration. As of October 2025, web traffic analysis indicated that 56.71% of visits originated from China, representing approximately 223.84 million visits out of a total of 394.73 million visits to bilibili.com that month. Operationally, as of the third quarter of 2025, the platform reported 376 million monthly active users (MAUs) and 117.3 million daily active users (DAUs).

Distribution channels are inherently cross-platform, reflecting the modern digital consumption habits of its user base. The primary access points are the mobile application, PC web interface, and tablets. While specific traffic segmentation across PC, tablet, and dedicated OTT/in-car systems is not publicly detailed, the overwhelming majority of traffic is mobile-centric, which is typical for the sector. For instance, in October 2025, mobile devices accounted for 99.99% of the traffic originating from China.

The global distribution strategy is supported by a dedicated international version of the service. The global edition is made available in several languages to cater to non-Mandarin speaking audiences. These languages include:

• English
• Indonesian
• Thai
• Vietnamese
• Malay
• Arabic

The availability of the global edition helps Bilibili Inc. reach users outside its core geographic market, though the primary scale remains domestic.

Bilibili Inc. maintains a significant physical presence through large-scale, high-profile fan events, most notably Bilibili World (BW) held in Shanghai. This event serves as a crucial distribution point for brand experience, content premieres, and community engagement. The Bilibili World 2025 event demonstrated substantial scale and logistical deployment in Shanghai.

The event's success is also evidenced by its economic impact on the host city; during the week of BW2025, cultural tourism bookings in Shanghai increased by 35% month-on-month, and flight bookings to Shanghai saw a year-on-year rise of nearly 50%. This physical activation complements the digital distribution network.

Bilibili Inc. (BILI) - Marketing Mix: Promotion

You're looking at the promotional engine for Bilibili Inc. (BILI) as of late 2025. This is where the company translates its content ecosystem into measurable financial results, focusing heavily on digital influence and performance marketing.

The strategy centers on integrated marketing campaigns, particularly those leveraging the Huahuo platform for creators. This ecosystem is designed to give brands direct access to content creators for authentic messaging. Furthermore, there is a heavy reliance on Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) for brand promotion, which feeds directly into the advertising revenue stream.

The financial results from the third quarter of 2025 clearly show the effectiveness of these promotional efforts. Advertising revenues grew by 23% year-over-year, reaching RMB 2.57 billion for the quarter ending September 30, 2025. This growth outpaced the total net revenue increase of 5%, which stood at RMB 7.69 billion.

Bilibili Inc. utilizes a full-funnel marketing model called MATES for audience tracking and conversion, aiming to connect promotional spend directly to user action. The platform's success in driving engagement is a key metric supporting promotional value. The average daily time spent by users reached a record high of 112 minutes, up 6 minutes year-over-year.

While the specific percentage of total platform marketing attributed to live streaming is not publicly detailed as over 80% in the latest reports, live streaming remains a crucial commercial channel. Value-added services (VAS) revenue, which includes live streaming gifting, grew by 7% year-over-year to RMB 3.02 billion in Q3 2025.

Here's a quick look at the Q3 2025 performance metrics that underscore the impact of promotion and engagement:

The focus on creator monetization and high-engagement content translates into tangible user base statistics:

• Daily Active Users (DAUs) reached 117.3 million.
• Monthly Active Users (MAUs) were 376 million.
• Monthly Paying Users (MPUs) grew to 35 million.
• Average daily time spent was 112 minutes.

The advertising revenue growth of 23% to RMB 2.57 billion in Q3 2025 is a direct indicator of the success in monetizing the platform's engaged audience through brand and performance-based advertising efforts.

Bilibili Inc. (BILI) - Marketing Mix: Price

You're looking at the pricing structure for Bilibili Inc. as of late 2025, which is heavily influenced by its evolving revenue mix and drive for profitability. The pricing strategy is not about simple sticker shock; it's about capturing value across a diverse user base through multiple monetization layers.

Total net revenues for Bilibili Inc. in the third quarter of 2025 reached RMB 7.69 billion (US\$1.08 billion). This top-line performance reflects a 5% increase year-over-year, showing that while growth has moderated, the company is successfully extracting more value per user interaction. The pricing power is evident in the improved profitability metrics achieved through disciplined cost management.

The revenue streams are structured to offer different price points and value propositions, which definitely helps in reducing reliance on mobile games, a segment that saw a 17% year-over-year decrease in revenue to RMB 1.51 billion (US\$212.2 million) in Q3 2025. Here is how the pricing-related revenue streams stacked up:

Value-Added Services (VAS) revenue, which includes premium access and virtual gifting, is a key driver of stable, recurring revenue, supported by 35 million monthly paying users (MPUs) in Q3 2025, a 17% increase year-over-year. This user base is the core target for subscription-based pricing.

Bilibili Inc.'s pricing models are tiered to capture value at various engagement levels. You see this clearly in the structure:

• Subscription fees for premium membership tiers, offering ad-free viewing and exclusive content access.
• In-app purchases for virtual gifts used to reward creators during live streams, directly tying price to community interaction.
• In-app purchases within mobile games, though this segment's pricing contribution is declining.

The success of this multi-faceted pricing approach is underscored by the improved operational efficiency. This led to an adjusted net profit of RMB 786.3 million (US\$110.5 million) in Q3 2025, a massive 233% surge year-over-year, with the adjusted net profit margin reaching 10.2%. That's real financial traction.

The pricing strategy is clearly shifting focus toward high-margin VAS and advertising, where user engagement-evidenced by DAUs hitting 117.3 million-allows for premium pricing on attention and value-added features. Finance: draft 13-week cash view by Friday.