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Leidi Network, March 18
Weibo today released its financial report for the fourth quarter and the full year of 2025. In the fourth quarter, Weibo's total revenue was USD 473.3 million (approximately CNY 3.337 billion), with advertising revenue of USD 403.8 million (approximately CNY 2.845 billion), and adjusted operating profit of USD 100.4 million (approximately CNY 702 million).
For the full year of 2025, Weibo's total revenue reached USD 1.76 billion (approximately CNY 12.576 billion), with advertising revenue reaching USD 1.5 billion (approximately CNY 10.742 billion). The net profit attributable to Weibo shareholders for 2025 was USD 449 million (approximately CNY 3.224 billion), a year-on-year increase of 49%.
In terms of users, by the end of the fourth quarter, Weibo's monthly active users reached 567 million, and daily active users reached 252 million.
In 2025, the company focused on enhancing user value, consolidating Weibo's leading advantage in hot topics and entertainment content ecology, stabilizing the competitiveness of social products, and relying on large models to focus on building recommendation and search systems to drive user scale and activity growth.
Video recommendation efficiency improvement driven by AI technology boosts original video volume during the Spring Festival
In late July 2025, Weibo completed the core product architecture switch on its homepage, officially launching a new homepage primarily based on recommendation streams. As recommendation streams became the core distribution scenario, the video business could break through the limitations of original attention relationships, achieving greater improvement in reach efficiency and consumption engagement. In the second half of 2025, Weibo focused on two core tasks: first, enhancing video recommendation efficiency through deepening content and scene collaboration; second, strengthening video content quality construction, incentivizing top KOLs to produce more competitively advantageous content while systematically managing low-quality video content and optimizing the supply structure. The results were significant, with daily average playback duration and per capita playback duration on video playback pages achieving double-digit growth compared to the first half of 2025.
Additionally, during the Spring Festival, the release and popularization of Seedance-like AI video technologies and tools significantly lowered the creation threshold for videos, with the number of original videos and the number of creators among Jin Cheng V bloggers showing significant growth compared to the same period last year, with both original video creators and original video volume increasing by over 40%. In the future, with the upgrade of AI technology, Weibo will leverage its platform's advantages in hot topics and vertical IPs, opening AI creation tools to bloggers to support secondary creation and content extension around IPs, further strengthening the competitiveness of Weibo's video content ecology.
In terms of search products, the overall direction in the fourth quarter continued the work from the third quarter, providing users with smarter and more convenient search services. First, continuously deepening AI capabilities to enhance the accuracy of understanding user needs and content, and in high-frequency search scenarios such as hot topics and people, optimizing search results and user experience by combining intelligent search capabilities, reinforcing Weibo's search mindset
Secondly, upgrade the product form from single-turn Q&amp;A to a multi-turn Q&amp;A assistant that supports continuous interaction, meeting users' needs for more coherent and in-depth information acquisition and exploration. Thirdly, in the platform's blog consumption and social interaction scenarios, let the intelligent search function reach more users. The advancement of these tasks has allowed the user scale and activity of the intelligent search product to continue to increase in the fourth quarter. In December, the intelligent search MAU surpassed 80 million, with DAU and search volume increasing by double digits month-on-month, further driving the total search volume on the platform.
Content marketing mindset solidified, Weibo becomes the preferred platform for AI manufacturers to launch new products.
In terms of commercialization, Weibo will continue to promote its unique content marketing mindset across the industry in 2025, while systematically enhancing the effectiveness of advertising through AI capabilities. In the fourth quarter, Weibo's advertising revenue grew by 5% year-on-year.
In the fourth quarter, Weibo's advantages in social and trending content dissemination received more recognition from the platform in key e-commerce nodes and high-value user acquisition, leading to a significant year-on-year increase in advertising revenue in the e-commerce industry. At the same time, Weibo replicated this model in the local life sector, driving a year-on-year increase in advertising revenue in the life services industry. The automotive industry also achieved steady growth thanks to its long-accumulated vertical ecological advantages.
Since the fourth quarter, with the intensive release of domestic AI large models, Weibo has become the preferred platform for AI manufacturers to launch new products, disseminate technical knowledge, and build user reputation, leveraging its long-established KOL ecosystem and professional discussion atmosphere in the digital and technology fields. Recently, discussions around large models such as Alibaba's Tongyi Qianwen and ByteDance's Doubao have increased by nearly 50% compared to the same period last year following the release of DeepSeek. This wave of technological upgrades has also driven manufacturers' marketing investments in trending areas, becoming a new growth point for Weibo's advertising revenue.
Using video to drive user retention, celebrity and brand marketing to boost revenue growth.
Entering 2026, Weibo will continue to focus on user value, emphasizing user experience and long-term retention growth, adhering to the principle of balancing traffic operation efficiency and quality, and enhancing the health and long-term competitiveness of the platform ecosystem to achieve growth in user scale and activity.
Video business will be the core strategy for user retention and duration growth in 2026. The platform will increase resource investment, relying on AI technology to enhance video understanding and recommendation efficiency, and expand diverse video content such as original, mental videos, and short dramas. Through comprehensive upgrades in content, algorithms, and product experience, Weibo will strengthen the role of video in driving user duration and retention, providing support for user scale growth.
In terms of content ecosystem competitiveness, Weibo will continue to focus on the three core businesses of trending topics, social interaction, and search in 2026, continuously enhancing the health and core competitiveness of its content ecosystem.
In terms of commercialization growth, as more brand clients intend to strengthen their investment in celebrity and brand marketing, Weibo stated that it will continue to upgrade its IP marketing service system, further enhancing the platform's competitiveness in brand marketing through more customized service capabilities and a comprehensive celebrity marketing product matrix. At the same time, driven by AI technology, it will focus on further improving the precision of performance advertising and user experience
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Weibo released its 2025 financial report, with total revenue of USD 473.3 million in the fourth quarter and annual revenue of USD 1.76 billion, a 49% year-on-year increase in net profit. Monthly active users reached 567 million, and daily active users were 252 million. The company will enhance video recommendation efficiency through AI technology, with original video volume increasing by over 40% during the Spring Festival. In the future, it will continue to optimize content quality and support influencers in using AI creation tools

Weibo's annual revenue is 3.337 billion, driven by AI technology, leading to an increase in original video content during the Spring Festival