Since the beginning of this year, Bilibili has adhered to the development of multiple businesses, and its financial situation has continued to improve. According to Bilibili's unaudited financial report for the second quarter, Bilibili's total revenue from station B in the second quarter reached 530.4 billion yuan, gross profit increased by 66% year-on-year, and good results were achieved in advertising, games and other businesses.
In the second quarter, the average number of daily active users of Bilibili reached 96.5 million, a year-on-year increase of 15%, and the average number of monthly active users reached 32.4 billion. At the same time, Bilibili actively promoted the commercialization process and continuously improved operational efficiency, with advertising business revenue in the second quarter increasing by 36% year-on-year, live broadcast revenue increasing by 32% year-on-year, and the overall gross profit margin further increased to 231%。
In the second quarter of 2023, the average daily active users of Bilibili reached 96.5 million, a year-on-year increase of 15%, and the average monthly active users reached 32.4 billion. Users spent an average of 94 minutes per day, a record high for the same period, driving a 22% year-over-year increase in total time spent. In this quarter, the average daily volume of station B increased by 31% to 4.1 billion, and the average monthly interaction was nearly 15 billion, a year-on-year increase of 19%. The number of official members of station B reached 21.4 billion, a year-on-year increase of 26%, and the retention rate of full members in the 12th month remained stable at 80%.
Since the establishment of the company, with the help of the strong influence of the community, Bilibili has been engaged in public welfare undertakings for a long time, spreading positive values in the community, and actively assuming social responsibility. On June 26, at the 14th anniversary celebration of the establishment of Station B, COO Li Ni announced the establishment of a "Bilibili Football Primary School" in Binchuan County, Dali, Yunnan, which is also the sixth Bilibili Primary School established at Station B. With the growth of Bilibili, more and more users and UP owners participate in the public welfare activities of Bilibili. As of June 26, 62 public welfare projects have been launched on the Bilibili public welfare platform, raising more than 8 million yuan and donating more than 450,000 users.
PU** (Professional User Generated Video) content is the core driving force for the vigorous development of the Bilibili community, and Bilibili continues to provide users with new content categories and new scenarios to help users discover useful and interesting high-quality content faster. In the second quarter, the average number of daily active UP owners of station B increased by 19% year-on-year;The average monthly number of submissions was 18.89 million, a year-on-year increase of 43%.
In terms of advertising business, in the second quarter, Bilibili's advertising revenue increased by 36% year-on-year to RMB1.6 billion. By introducing transaction scenarios in the community, Bilibili monetizes high-quality user traffic more efficiently. In the second quarter, performance advertising revenue increased by more than 60% year-on-year. Brand advertising and fireworks advertising revenue also achieved double-digit percentage year-over-year growth. In addition, with the introduction of ** products with goods into the community, the advertising revenue of e-commerce at station B increased by more than 140% year-on-year, and the number of UP owners who obtained income through various advertising products increased by 220% year-on-year.
In terms of game business, in the second quarter, the revenue of station B's game business was 8900 million RMB. In July this year, Bilibili launched the first self-developed female-oriented game "Shake the Light: Princess of the Troubled Times", which topped the iOS free ** list after its release. At the same time, Bilibili plans to launch 7 new games in the domestic and foreign markets in the second half of the year, including the highly anticipated "Shine!"."Youjun Girl" is scheduled to be officially tested on August 30. So far, more than 2 million players have pre-registered to join the game's open beta.
Judging from the financial results of the second quarter, Bilibili has once again achieved good development in the highly competitive industry market. Faced with the public goal of achieving breakeven, Bilibili will further promote commercialization in the future, increase gross profit margin, and reduce losses.