芒果超媒(300413.SZ)業績快報：2022年度淨利同比下降13.86%
格隆匯2月27日丨芒果超媒(300413.SZ)披露2022年度業績快報，報吿期內，公司實現營業總收入137.04億元，同比下降10.76%；歸屬於上市公司股東的淨利潤18.21億元，同比下降13.86%。核心主營業務芒果TV互聯網視頻業務實現營業收入104.47億元，同比下降7.23%。公司入選第十四屆“全國文化企業30強”，芒果TV在“2022年中國互聯網綜合實力企業”中排名第19位，是前二十強中唯一的國有控股企業。
報吿期內，公司積極應對、主動破局，最大程度克服疫情擾動以及互聯網廣吿行業景氣度下滑的不利影響，牢牢穩住芒果TV互聯網視頻業務基本盤。
廣吿業務方面，報吿期內，實現營業收入39.94億元，同比下降26.77%，降幅較半年度收窄4個百分點。面對行業不確定性，芒果TV升級聯合招商機制，從單平台的內容營銷升級為雙平台、多圈層、全鏈路的立體營銷體系，為廣吿主提供更高價值、更具競爭力的綜合營銷方案。同時，創新營銷策略，提供一攬子專項營銷方案，爭取獨家預算，多家重點客户合作金額逆勢增長；上線超級秀、裸眼3D秀等廣吿新形式，下半年新拓展非貼片類廣吿品牌32個，實現非貼片硬廣增收。
會員業務方面，芒果TV在內容運營、活動營銷、渠道拓展等方面多措並舉、創新提效，推動會員規模再創新高，2022年末有效會員數達5916萬，全年會員業務收入達39.44億元，同比增長6.95%。芒果TV打造芒果特色內容運營體系，針對重點IP進行系列開發，上線《快樂再出發》《歡迎來到蘑菇屋》等會員定製綜藝；推出“納涼季”“甄選季”等多個主題季整合營銷活動和嚮往卡、密逃卡、天下長河卡等多款IP限定卡，滿足不同消費羣體需求；強化渠道覆蓋和拉新，打造中國移動“芒果卡”、華芒融合會員等重磅會員產品。
運營商業務方面，報吿期內，實現營業收入25.09億元，同比增長18.36%，繼續保持穩健增長勢頭。省外業務方面，依託與中國移動的戰略合作，持續深化大屏業務全國佈局，加大內容創新等領域的深度合作，提高內容觸達率。省內業務方面，試點“芒果大電視會員”統一計費模式，穩步提升增值收入；強化內容運營，打造湖南IPTV“快樂看”“芒頭條”，有效促進用户點播，提升用户粘性。
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