Investor Presentation May 2018
Safe Harbor Statement This announcement contains forward-looking statements. These statements are made under the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements can be identified by terminology such as will, expects, anticipates, aims, future, intends, plans, believes, estimates, confident, potential, continue or other similar expressions. Among other things, the Outlook and quotations from management in this announcement, as well as Bilibili s strategic and operational plans, contain forward-looking statements. Bilbili may also make written or oral forward-looking statements in its periodic reports to the U.S. Securities and Exchange Commission, in its annual report to shareholders, in press releases and other written materials and in oral statements made by its officers, directors or employees to third parties. Statements that are not historical facts, including but not limited to statements about Bilibili s beliefs and expectations, are forward-looking statements. Forward-looking statements involve inherent risks and uncertainties. A number of factors could cause actual results to differ materially from those contained in any forwardlooking statement, including but not limited to the following: Bilibili s strategies; Bilibili s future business development, financial condition and results of operations; Bilibili s ability to retain and increase the number of users, members and advertising customers, provide quality content, products and services, and expand its product and service offerings; competition in the online entertainment industry; Bilibili s ability to maintain its culture and brand image within its addressable user communities; Bilibili s ability to manage its costs and expenses; PRC governmental policies and regulations relating to the online entertainment industry, general economic and business conditions globally and in China and assumptions underlying or related to any of the foregoing. Further information regarding these and other risks is included in the Company s filings with the Securities and Exchange Commission. All information provided in this press release and in the attachments is as of the date of the press release, and the Company undertakes no duty to update such information, except as required under applicable law. 1
Enrich the everyday life of young generations in China 868mm 77mm 82% 76 min Revenue in 18Q1 (RMB) MAU (1) in 18Q1 Generation Z (2) Avg. daily time spent (excl. mobile game) in 18Q1 2 Note: (1) MAU = sum of our mobile app MAUs and PC MAUs after eliminating duplicates so that each active registered user that logged on both our mobile app and our PC website would only be counted towards mobile app MAUs and not PC MAUs during a given month. We calculate mobile app MAUs based on the number of mobile devices that launched our mobile app during a given month. We calculate PC MAUs by dividing the total number of IP addresses used by users to visit our PC website during a given month by an estimate of the average number of IP addresses used by each user. When calculating monthly active users for games, we eliminate duplicates so that a user that played multiple games would be counted as one active user for games during a given month (2) According to QuestMobile, as of March 31, 2018, approximately 81.7% of our user base were Generation Z, individuals born from 1990 to 2009 in China
Gen Z represents the future of online entertainment 328mm Gen Z 24% of total population in China people born from 1990 to 2009 Gen Z is the key driving force of China s online entertainment market Gen Z outgrows overall China s online entertainment market Market size (US$ bn) (1) Gen Z s contribution % Deep user penetration 97.5 Extensive time spent 47.3 Strong willingness to pay 62% 55% 2017E 2020E 3 Sources: iresearch Note: (1) Exchange rate is 1USD=6.6533RMB
Our rapid growth Rapid user base expansion MAU (mm) lays a solid foundation for fast revenue growth Net revenue (RMB mm) 74 72 77 868 57 65 727 734 47 49 583 29 34 424 217 71 99 136 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 4
The story Efficient with tremendous upside Commercialization Content Gen Z Community Ever-growing supply of user generated content Highly engaged and sticky 5
Content Community Commercialization We have become the welcoming home of diverse interests Fashion Drawing E-Sports Lifestyle No. 1 (1) Auto-tune Remix Anime Game Cosplay No. 5 (1) ACG (Anime, Comic and Game) No. 2 (1) Dance History Technology No. 4 (1) Entertainment No. 3 (1) Music Documentary 6 Note: (1) Ranked by video views in 18Q1 VOCALOID
Content Community Commercialization And ever-growing supply of creative PUG videos Talented Content Creators Number of Quarterly Active Content Creators ( 000) 96% 880 448 17Q1 18Q1 Create High-quality Content Creation Number of Quarterly Video Submissions ( 000) 154% 2,745 1,080 89% total video views contributed by PUG videos (1) Encourage Loyal Fan Base Number of Content Creators with more than 10,000 Fans 149% 17Q1 18Q1 Mar 31,2017 Mar 31, 2018 7 Notes: (1) In March 2018 Engage
Content Community Commercialization We fostered highly engaged and sticky communities Highly engaged users: 267mm avg. daily video views in Q1 137% YoY growth 293mm interactions (1) generated monthly in Q1 83% YoY growth And even more loyal official members: 35mm official members (2) 44% YoY growth ~80% 12 th -month retention rate (2) Note: (1) Interactive features such as commentaries, favorites and virtual gifting (2) As of March 31, 2018. To become a official member, user needs to take and pass a community entrance exam consists of 100 questions covering community etiquette and various topics 8
Content Community Commercialization Commercialization comes naturally: massive user demand intersects with high quality supply We understand users demand and we offer the right content and services Demand Large and engaged user base with strong willingness to pay Efficient match driven by big data insights of user interests and behaviors Supply Mobile Games Advertising Live Broadcasting Value Added Services. 9
Content Community Commercialization Compelling core competency of our mobile game business Strong AC-Games Demand Efficient Matching Mechanism Sophisticated Game Curation Game is 2nd most popular video genre on our platform (1) Deep insights into our user interest & behavior through analyzing massive and high quality user data 1 Self- Developed (2) 6 Exclusively Distributed (2) Game-themed live broadcasting is also well received Customized game recommendation 127 Jointly operated (2) We have successfully introduced FGO, a Japanese anime & comics themed mobile game, to the Chinese market 4.5mm players within the first 30 days Top ranked in China mobile game market + (3) We have successfully launched Azur Lane, a domestic ACG themed mobile game, with outstanding results 10 6mm players within the first 30 days Notes: (1) In 18Q1 (2) As of March 31, 2018 (3) According to China Top Grossing Ranking in ios App Store, Ranked No.2 on Jan 23rd, 2018 (4) In RMB + Over 100mm (4) gross revenue achieved within the first 30 days Majority of our mobile game players are converted from our community
Content Community Commercialization Robust game revenue growth 9.6mm mobile game MAU (1) 40% YoY growth 688 Azur Lane Released 600 617 492 349 FGO Released 165 47 57 73 16Q1 Notes: 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 (1) In 18Q1 10
Content Community Commercialization Adverting revenue: strong growth with great potential Gen Z is the golden cohort well chased by brand advertisers Strong growth in brand ads Launched performance-based ads in Dec 2017 Brand Ads Performance-based Ads 70 49 41 40 29 17 18 16 10 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1
Content Community Commercialization Live broadcasting & VAS revenue: Strong growth with great potential Deep pool of potential live broadcasting hosts Strong emotional connection between hosts and fans Premier membership program well received in 18Q1 96 54 38 41 43 26 27 18 9 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1
OUR FINANCIALS
Expanding user base and increasing paying ratio Total MAUs (1) (mm) Impressive growth of paying users MPUs (thousands) MPUs / MAUs (2) (%) 2016 0.9% 2017 1.5% 1Q18 3.2% 65 74 72 77 Average monthly revenue per paying user (3) (RMB) 2016 94 2017 185 1Q18 106 2,473 57 47 49 29 34 1,024 1,109 1,066 667 828 191 322 314 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 _ Notes: (1) Average monthly active users for each of the quarters (includes both PC and mobile) (2) Calculated as average monthly paying users (MPU) in each year divided by average MAUs in each year (3) Calculated as sum of revenues from mobile games and live broadcasting and VAS in each year divided by average number of monthly paying users in each year, then divided by months 14
Rapid growth of revenue Revenue (RMB mm) 2016 523mm 2017 2,468mm Quarterly Total Revenue / Quarterly MAU (1) (RMB) Y-o-Y Growth % 105% Y-o-Y Growth % 51% 868 727 734 9.8 10.2 11.2 583 8.9 7.4 424 4.4 71 1 99 136 217 2.5 2.9 2.9 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 Mobile games Advertising Live broadcasting and VAS Others _ 15 Notes: (1) Quarterly revenue / average MAUs for each of the quarters (includes both PC and mobile)
Margin expansion with operating leverage Cost of Revenue (1) (RMB mm; as a percentage of revenue %) Gross margin % Operating Expenses (1) (RMB mm) As a percentage of revenue 24% 15% 24% 24% 25% 31% 26% 27% 29% 28% 646 362 4% 28% 6% 12% 36% 444 3% 20% 5% 10% 39% 550 556 8% 5% 15% 17% 5% 5% 12% 9% 37% 38% 4% 16% 6% 11% 39% 133 13% 9% 9% 155 10% 7% 9% 242 199 215 11% 10% 11% 7% 9% 8% 10% 9% 9% 17Q1 17Q2 17Q3 17Q4 18Q1 17Q1 17Q2 17Q3 17Q4 18Q1 16 Revenue-sharing costs Server and bandwidth costs (2) (3) (4) (5) Content Costs Others (Depreciation + Others) Staff costs Selling & Marketing Expenses General & Administrative Expenses (1) (1) (1) Research & Development Expenses _ Notes: (1) Excluding Share-based compensation (2) Revenue-sharing costs consist of fees paid to game developers, distribution channels (app stores) and payment processors, as well as fees we pay to hosts of our live broadcasting program and content creators in accordance with our revenue-sharing arrangements. (3) Content costs consist of amortized costs of purchased licensed content from copyright owners or content distributors. (4) Staff costs consist of salaries and benefits for our employees involved in the operation of our website/app, mobile game services and live broadcasting program. (5) Server and bandwidth costs are the fees we pay to telecommunication carriers and other service providers for telecommunication services, hosting our servers at their internet data centers, and providing content and application delivery services.
(RMB MM) Consolidated balance sheets Consolidated Balance Sheets Dec 31, 2017 Mar 31, 2018 Assets Cash and cash equivalents 763 1,051 Time deposit 2 2 Restricted Cash -- -- Accounts receivable, net 393 456 Receivable due from related parties 30 -- Prepayments and other current assets 477 728 Short-term investments 488 226 Total current assets 2,153 2,463 Property, equipment and software, net 186 200 Production cost 21 30 Intangible assets, net 426 686 Good will 51 51 Long-term Investments 636 744 Total non-current assets 1,320 1,711 Total Assets 3,473 4,174 Liabilities Accounts payable 596 867 Salary and welfare payables 149 92 Taxes payable 25 53 Short-term loans -- -- Deferred revenue 573 1,014 Accrued liabilities and other payables 49 125 Intercompany payable 6 3 Total current liabilities 1,398 2,154 Total Liabilities 1,398 2,154 Total Mezzanine equity 4,015 4,078 Total Bilibili Inc. s shareholders deficit (1,940) (2,057) Non-controlling interests -- (1) Total shareholders deficit (1,940) (2,058) Total Liabilities, Mezzanine and Shareholders' Equity 3,473 4,174 17
Consolidated statements of operations and comprehensive loss Consolidated Statements of Operations and Comprehensive Loss (RMB MM, unless otherwise stated) Net revenues 17Q1 17Q4 18Q1 YoY change Mobile games 349 617 688 97% Live broadcasting and VAS 38 54 96 151% Advertising 29 40 70 144% Others 8 23 14 65% Total net revenues 424 734 868 105% Cost of revenues (363) (558) (655) 80% Gross profit 61 176 213 249% Sales and marketing expenses (41) (65) (79) 93% General and administrative expenses (43) (86) (102) 140% Research and development expenses (55) (87) (106) 92% Total operating expenses (139) (238) (287) 107% Loss from operations (78) (62) (74) -4% Investment income, net 6 7 25 348% Interest income -- 1 1 330% Exchange losses 3 (1) (10) -437% Others, net 3 6 3 2% Loss before tax (66) (49) (55) -17% Income tax (2) (2) (3) 75% Net loss (68) (51) (58) -14% Adjusted net loss (60) (25) (3) -95% 18
THANK YOU! IR Contacts Bilibili Inc. Juliet Yang Tel: +86-21-2509 9255 Ext. 8523 E-mail: ir@bilibili.com The Piacente Group, Inc. Tel: +86-10-5730-6201 (In China) Tel: +1-212-481-2050 (In U.S.) E-mail: bilibili@tpg-ir.com