On August 19, WB-SW released its financial report for the second quarter of 2026. During this period, the company's total quarterly revenue reached $453.8 million (approximately RMB 3.08 billion), with advertising revenue contributing $381 million (around RMB 2.584 billion). Adjusted operating profit for the quarter stood at $125.4 million (approximately RMB 846 million), reflecting an adjusted operating margin of 28%.

In terms of user metrics, as of the end of the second quarter, Weibo's monthly active users hit 561 million, while daily active users reached 254 million. Throughout 2026, the platform has maintained its focus on enhancing user experience, boosting operational efficiency, and elevating content quality, while also increasing investment in AI-driven product operations to strengthen long-term user engagement and retention.

Video Consumption Time Grows Steadily with Deeper Engagement

Video services have emerged as a key driver for extending user time spent on the platform and improving retention during 2026. In the second quarter, Weibo continued to optimize both content distribution and supply to boost video consumption efficiency and expand the availability of high-quality videos. On the distribution side, time spent on video playback pages saw double-digit year-over-year growth, with per-user consumption time rising even more notably, indicating deeper engagement with video content. On the supply side, the total volume of premium video content across the platform grew by double digits quarter-over-quarter.

As recommendation feeds have been progressively refined, improving the distribution capability and consumption scale of quality videos, Weibo has ramped up its efforts to recruit and support video creators. By enhancing creator onboarding mechanisms, strengthening traffic support, and maintaining ongoing operational engagement, the platform is developing a clearer pathway for creator acquisition, content production, and retention. In the second half of the year, Weibo plans to further accelerate the recruitment of high-quality video creators with stable production capabilities and content influence, supplement targeted content based on user consumption demands, and help creators better align with the platform's content direction through sustained operational guidance.

Super Topic Community Expands with Strengthened Interest-Based Social Competitiveness

Regarding content ecosystem competitiveness, Weibo has centered its 2026 strategy on three core pillars—trending topics, social interaction, and search—with a focus on improving ecosystem health and core advantages. In the social domain, Super Topic serves as Weibo's primary interest-based community. During the second quarter, the platform accelerated product and feature iterations to address the core needs of users across various interest communities, bolstering its competitiveness in interest-driven social scenarios. Both daily active users and discussion participants in Super Topic recorded double-digit year-over-year growth.

In the search arena, building on the large-scale deployment of its intelligent search product last year, Weibo has shifted its focus this year to deepening multi-turn dialogue capabilities and integrating AI-powered search more naturally into content consumption experiences. In the second quarter, the search product enhanced its understanding of context and user intent in multi-turn conversations, improving search quality in areas where Weibo holds differentiated content advantages, such as trending events, celebrities, and intellectual properties. Additionally, the company is embedding search entry points more deeply into post browsing, video viewing, and trending topic navigation, promptly addressing user search needs that arise during content consumption and continually enhancing the efficiency and experience of information retrieval.

Wong Lo Kat and Haaland Collaboration Sets Benchmark for Celebrity Marketing

On the commercialization front, Weibo's advertising product and sales teams concentrated on two key strategies in the first half of the year: expanding the reach of the platform's unique content marketing value across more industries and clients, and systematically improving ad conversion capabilities through AI. Celebrity-driven marketing has been a continued focus area in the second quarter, with moderate resource investment and enhanced service capabilities prompting clients to increase their spending on Weibo's celebrity marketing solutions.

Take the partnership between Wong Lo Kat and Haaland as an example. During the World Cup period, Haaland-related topics garnered widespread attention on Weibo, amassing over 5.4 billion reads and more than 1.4 million discussions. Wong Lo Kat leveraged celebrity content and World Cup conversations to boost brand exposure and user engagement. Through this process, Weibo effectively integrated celebrity resources, event buzz, and social discussions, offering clients a one-stop service that spans resource matching, content co-creation, and campaign operations—helping brands extend a single celebrity collaboration into sustained content momentum and brand visibility.

In terms of advertising products, Weibo has consistently applied AI capabilities to critical stages of commercial advertising, focusing on creative supply, intelligent delivery, and ad quality governance to enhance client campaign efficiency and user ad experience. In actual delivery, AI-generated creative materials accounted for a growing share of in-feed bidding advertisements, reaching 50% in June. Meanwhile, AI-based identification and optimization of low-quality or highly negative-feedback ad materials led to a reduction in negative feedback rates of more than 30% compared to clients' original materials in the e-commerce sector, effectively improving the consumption experience of advertising content.

Looking ahead, the recovery of the consumer market is expected to take time, and competition for advertising budgets remains intense. Weibo will continue to strengthen its differentiated commercial service capabilities, further reinforce its content marketing advantages and ad conversion effectiveness, and stabilize its overall revenue foundation.