Is it better for Bilibili to focus on increasing daily active users or maximizing watch time per user?

Introduction

The trade-off between increasing daily active users (DAU) and maximizing watch time per user is a critical decision for Bilibili's product strategy. This scenario involves balancing user acquisition with engagement depth, which directly impacts the platform's growth and monetization potential. I'll analyze this trade-off by examining the product ecosystem, metrics, and potential experiments to inform our decision-making process.

Step 1

Clarifying Questions (3 minutes)

• Based on Bilibili's content-centric model, I'm thinking our revenue is primarily ad-driven. Could you confirm if this is the case, or if there are other significant revenue streams?

Why it matters: Helps prioritize metrics aligned with revenue sources Expected answer: Ad revenue is primary, with some subscription and e-commerce components Impact on approach: Would focus on metrics that directly tie to ad impressions and user engagement

• Considering Bilibili's unique position in the Chinese market, I'm curious about our current market penetration. What percentage of our target demographic are we currently reaching?

Why it matters: Informs whether we should prioritize user acquisition or retention Expected answer: Moderate penetration with room for growth in tier 2-3 cities Impact on approach: Could lean towards DAU growth if significant untapped market exists

• Looking at our user segments, I'm wondering if we've identified any particular groups that show higher lifetime value. Can you share insights on our most valuable user segments?

Why it matters: Helps tailor strategies to high-value users Expected answer: Anime and gaming enthusiasts show highest engagement and monetization potential Impact on approach: Might focus on increasing watch time for these specific segments

• Considering the technical aspects, I'm thinking about our current infrastructure capacity. Do we have any constraints that would limit our ability to handle a significant increase in DAU or watch time?

Why it matters: Ensures proposed solutions are technically feasible Expected answer: Current infrastructure can handle moderate growth, but significant scaling might require investment Impact on approach: Would need to factor in potential technical debt or infrastructure upgrades

• Regarding our product roadmap, I'm curious about any upcoming features that might impact user behavior. Are there any major releases planned that could affect DAU or watch time?

Why it matters: Aligns decision with broader product strategy Expected answer: New social features and improved recommendation algorithm in the pipeline Impact on approach: Would consider how these features might naturally impact the metrics we're discussing