Hot search hung up all day! Bilibili’s up owners stopped more and more, and last year they were given 9.1 billion yuan.

On April 2nd, a news about bilibili’s UP owner’s initiative to stop the tide rushed to Weibo for hot search, which triggered a hot discussion among netizens.

According to media reports, recently, many users in bilibili found that many up owners who have been paying attention to them for a long time have released videos that have temporarily stopped updating, saying that they will not upload new content in the short term. Most owners said that the main reasons for stopping the update were the decrease of platform income and the difficulty in balancing income and expenditure.

In this regard, the reporter of Securities Times E Company contacted bilibili for verification. As of press time, bilibili did not respond to the above news.

It is worth mentioning that the recently released financial report of bilibili shows that the net loss of bilibili in 2022 was 7.5 billion yuan, an increase of about 10% compared with 6.8 billion yuan in 2021. In 2022, bilibili’s incentive/share for up owners reached 9.1 billion yuan, also increasing by 18%.

Pan Helin, co-director of the Digital Economy and Financial Innovation Research Center of the International Joint Business School of Zhejiang University, told the reporter of Company E that bilibili itself has not been fully commercialized, and the platform is still losing money, so bilibili has the purpose of making profits. "At present, the external financing environment is tightening, and it is more difficult for Internet companies to obtain financial support from the capital market, which makes bilibili have to tap its potential internally, and the subsidies given to up owners will be reduced accordingly."

Income growth and loss expansion

According to media reports, recently, an up owner with 3.85 million fans in bilibili said that his account was temporarily suspended and he was not sure when he would return. He said that at present, the whole team is at a loss and can’t support a team. On the other hand, the current ability of AI creation is also a reason to crack down on original videos.

In addition, the number of original personal accounts in bilibili is gradually decreasing, while the number of accounts packaged by companies is gradually increasing, and the cost of video production is also lower. "The reward mechanism in bilibili has been greatly adjusted this year." An up owner with tens of thousands of fans in bilibili said that for a video content with little difference in data from last year, bilibili may only give the creator 1/3~1/2 of last year’s income.

It is rare for many up owners to publicly announce the suspension of updates intensively. In terms of the reasons for stopping the update, most up owners said that the main reasons for stopping the update were the decrease in platform income and the difficulty in balancing income and expenditure.

In this context, this also makes bilibili up owners "stop the tide" and rush to the top of hot search. Up to now, bilibili has not responded to the above news. But the up owner in bilibili responded. On the afternoon of April 2nd, Weibo, King Xu, who lives by his face, wrote that "today’s hot search is a bit puzzling". He said that he stopped for personal reasons. He has been making videos for more than ten years, and bilibili is only his own publishing platform, and it has nothing to do with bilibili.

"There are two groups of up owners in bilibili. One group relies solely on traffic, relying on users to support by throwing coins on the platform. In fact, the platform gives subsidies, while the other group takes orders to realize it by itself. The biggest impact this time is those UP owners supported by traffic. In the future, bilibili up owners will still focus on the way of realizing their own business orders. Relying on platform realization is limited by platform profit pressure and financial pressure in the short term. " In pan and Lin’s view.

It is worth mentioning that it is not only the "Stop More Tide" of bilibili up owner, but also the well-known self-media person "Ginger Tea Tea" recently published an article in trumpet entitled "This year, millions of kols can’t receive advertisements", which also attracted attention.

Ginger tea tea said that this year’s media revenue plummeted, and "there is a lot of unprofitable traffic." He also said that the income began to decline last year, and the income of KOL (Key Opinion Leader in English) in the head fell by 20%-30%, and the middle part was halved. This year is even worse, and the media industry has not recovered at all. "Top 10 up in front of station B told me that he was ready to cut the price. Bloggers with headlines of over 100,000 yuan in WeChat official account have already laid off half of their teams. It is very common that millions of powders can’t receive advertisements, very, very much. It is not worth having traffic, only vertical traffic+traffic with IP is valuable. "

A senior business director of 4A advertising company told the reporter, "This year, the brand side is more inclined to vote for KOC (English full name is" Key Opinion Consumer ",that is, key opinion consumer). KOL has limited influence and the price is too high, so the effect of bringing goods is not so good."

Income growth and loss expansion

Bili Bili, referred to as bilibili for short, is a cultural community and video website with a high concentration of young people in China. On March 28, 2018, Billie Billie was listed on NASDAQ in the United States, and then returned to Hong Kong on March 29, 2021 in the form of a secondary listing.

According to the report of iResearch, in 2020, users aged 35 and below will account for more than 86% of the company’s monthly users, which exceeds other major video platforms in China. After more than ten years of development, bilibili has built an ecosystem that continuously produces high-quality content around users, creators and content, and has covered more than 7,000 multi-cultural communities in interest circles.

It is worth pointing out that since the listing, the operating income of the company has continued to grow, but its net profit loss has also shown an expanding trend.

On the evening of March 2nd, Billie Billie (hereinafter referred to as "bilibili") announced its 2022 and Q4 financial reports. Bilibili achieved a revenue of 21.9 billion yuan in 2022, an increase of about 13% compared with 2021, of which the revenue from value-added services in bilibili reached 8.72 billion yuan, a year-on-year increase of 26%; Among them, the live broadcast business grew rapidly, and the annual revenue increased by over 30% year-on-year.

However, the net profit in 2022 was a loss of 7.5 billion yuan, an increase of about 10% compared with 6.8 billion yuan in 2021. In addition, in 2020, 2019 and 2018, the company’s net profit losses were 3 billion yuan, 1.3 billion yuan and 550 million yuan respectively.

The financial report also shows that the operating cost of bilibili in 2022 is as high as 18 billion yuan, up 18% year-on-year. bilibili said that it was mainly due to the increase in revenue sharing and content cost. Among them, the revenue share is mainly the incentive/share for Up owners in the live broadcast and advertising business, reaching 9.1 billion yuan, also increasing by 18%.

In the financial report, Li Li said that after the adjustment in 2022, bilibili will focus more on core business development and improve the company’s efficiency. "This year, bilibili will continue to accelerate commercialization, increase gross profit margin, narrow losses, and achieve Non-GAAP break-even in 2024."

Editor: Zhang Qian

Proofreading: Yao Yuan