On March 3, Weibo released its financial report for the fourth quarter and full year of 2021. In the fourth quarter, Weibo's total revenue reached US$616 million, an increase of 20% year-on-year, of which advertising revenue reached US$550 million, an increase of 21% year-on-year; value-added service revenue was US$65.5 million, an increase of 9% year-on-year. In the fourth quarter, Weibo's adjusted operating profit reached $219.8 million, and its operating profit margin reached 36%. In the fourth quarter, non-GAAP net profit attributable to Weibo was $195.5 million, down 8% year-over-year.
According to reports, in the fourth quarter of 2021, beauty and personal care, food and beverage, 3C digital, automobile and other industries still maintained a considerable revenue growth rate, while the focus of the luxury, footwear and apparel industries also contributed to higher revenue growth. Weibo's advertising revenue and customer share in these industries have increased significantly.
For the full year of 2021, Weibo's total revenue reached US$2.26 billion, up 34% year-on-year. Among them, advertising and marketing revenue was $1.98 billion, an increase of 33% year-on-year, and value-added services revenue was $276.3 million, an increase of 36% year-on-year.
In 2021, Weibo's adjusted operating profit reached US$829.2 million, an increase of 43% year-on-year, and the adjusted full-year operating profit margin reached 37%. In 2021, non-GAAP net profit attributable to Weibo was $718.5 million, up 31.2% year-over-year.
"In 2021, we will give full play to Weibo's unique competitiveness in the field of social media and achieve a steady increase in user scale and user activity. In terms of commercialization, our revenue in 2021 exceeded US$2 billion, and our operating efficiency has been further improved, which fully reflects the strong momentum and resilience of our business in recovering after the epidemic. Weibo CEO Wang Gaofei said. In 2022, we will continue to enhance our product functions, enrich the content ecology of the platform, be committed to serving a wider range of user groups, and provide customers with more efficient and innovative marketing models to achieve long-term value. ”
According to the financial report, as of the end of the fourth quarter of 2021, Weibo's monthly active users reached 573 million, an increase of 10% year-on-year, and daily active users reached 249 million, an increase of 11% year-on-year.
In the fourth quarter, Weibo strengthened the product competitiveness of core functions such as hotspots and social networking, focused on increasing user activity, and harvested a new peak of traffic growth. On the one hand, by optimizing the content quality and distribution capabilities of the video recommendation stream, we can improve the user's content consumption experience and frequency, on the other hand, we will strengthen the accurate identification of the interests and characteristics of channel users, combine product strategies, and gradually guide users to transform into the super-talk community and increase users' willingness to actively access.
As of December 2021, the opening scale of Weibo video accounts has exceeded 25 million, and the scale of video accounts released in the month has increased several times year-on-year. In terms of live broadcast products, Weibo in the fourth quarter improved the live broadcast experience in multiple scenarios, and strengthened the combination with key IPs and events in the fields of entertainment, sports and games. In December, the average daily viewership of Weibo live broadcasts increased by more than 100% year-on-year.
In addition, the importance of community business in the Weibo ecosystem is getting higher and higher, and last year Weibo greatly enriched the category of super talk community, and upgraded and adjusted the underlying structure of super talk. At present, the average daily user blog posting volume of Super Talk accounts for nearly 20% of the whole platform. In December, the size of community users in sports, games and campuses increased significantly year-on-year. In the future, Weibo will also upgrade the product of the super talk community, and greatly expand the type coverage and user participation of the Weibo interest community.
Nandu reporter Manningning