Why has the average watch time per session for Bilibili's mobile app declined by 5 minutes in the last month?

Introduction

The recent 5-minute decline in average watch time per session for Bilibili's mobile app is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent app update. Has there been any significant changes to the app's UI or features in the last month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was a major UI overhaul. Impact on approach: If confirmed, we'd focus on UI/UX issues in our analysis.

• Considering user segments, I'm curious about the distribution of this decline. Is the 5-minute decrease consistent across all user groups, or are certain segments more affected?

Why it matters: Helps identify if the issue is universal or specific to certain users. Expected answer: The decline is more pronounced in younger users. Impact on approach: We'd prioritize investigating factors affecting younger demographics.

• Thinking about content, has there been any shift in the type or quality of content available on the platform recently?

Why it matters: Content is crucial for engagement on video platforms. Expected answer: No significant changes in content strategy. Impact on approach: We'd focus more on app performance and user experience factors.

• Regarding external factors, have there been any major competitor launches or promotions in the last month that could be drawing users away?

Why it matters: External market forces could explain the decline. Expected answer: A competitor launched a new short-form video feature. Impact on approach: We'd consider how to differentiate and improve our offering.