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《大行報告》中金測算線上平台8月數據:騰訊及快手用戶時長佔比按月下滑 阿里及字節跳動上升
科網股今早股價造淡,騰訊(00700.HK)及阿里巴巴(09988.HK)股價各跌0.8%及1%,快手(01024.HK)股價挫4.9%報58.85元。 中金發表內地傳媒互聯網行業報告指,近日,QuestMobile公布8月產品應用數據,該行基於其公布數據進行了進一步測算,以觀察8月整體線上平台大盤趨勢以及賽道內流量的此消彼長。同時,該行總結近期重點賽道動態並更新觀點。 按賽道劃分,社交賽道時長佔比按月比下降0.3百分點至28.6%,短視頻賽道佔比按月下降0.3百分點至31.2%,二者時長按月仍在增長,佔比下滑主要因其他賽道時長按月增長更為迅速。其中,中長視頻時長佔按月比繼續提升0.3百分點至7.9%,主要因愛奇藝(IQ.US)新劇《蒼蘭訣》8月7日上線,推動愛奇藝8月整體使用時長按月提升31%;資訊類時長佔比按月提升0.5百分點至8.4%,主要因「今日頭條」及「新浪新聞」時長按月增長較為強勁。 該行指按公司劃分,騰訊(不含投資公司)、快手時長佔比分別按月下滑0.6百分點及0.3百分點,至32.3%和11.3%,而阿里巴巴、百度-SW(09888.HK)、字節跳動時長佔比分別按月提升0.1百分點、0.5百分點及0.3百分點,至6.0%、5.5%及23.6%。 根據第二季業績顯示,多家平台降本增效快於預期,中金推薦社交和遊戲壁壘穩固,在視頻號商業化驅動下利潤端觸底回升趨勢顯著,且目前估值處於歷史底部區間的騰訊;推薦短期廣告等商業化承壓,但基本盤日趨穩固,且仍然擁有賽道相對優勢的快手。(wl/u) ~
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