Phoenix New Media’s Q2 2025 Earnings Call: Contradictions in Advertising Market Insights and Revenue Strategies

Advertising market conditions and company performance, advertiser sentiment and client engagement, advertising revenue growth strategies, client sectors' advertising performance, and advertising revenue outlook are the key contradictions discussed in Phoenix New Media's latest 2025Q2 earnings call.



Content Reach and Engagement:
- Phoenix New Media Limited's content reach continued to grow steadily, with the Phoenix News video accounts surpassing 5 million followers and projected revenue growth approaching 50%.
- The increase in engagement was driven by timely and in-depth reporting on global geopolitical events, such as the India-Pakistan air conflict and U.S.-China tariff tensions.

Revenue Growth from Paid Services:
- The company's paid services revenues reached RMB 33.8 million, representing a 148.5% increase year-on-year from RMB 13.6 million.
- This growth was primarily driven by revenue generated from digital reading services offered through mini programs on third-party applications.

Advertising Revenue Stability:
- Despite a relatively flat overall advertising market, Phoenix New Media managed to maintain stable net advertising revenues at RMB 153.3 million.
- The stability in advertising revenue was due to the company's focus on understanding clients' needs and leveraging its reputation as a trusted mainstream outlet.

International Partnerships and Content Strategy:
- Phoenix New Media signed a strategic agreement with the Organizing Committee of the China International Investment and Trade Fair (CIIE) at the 2025 AIM Global Summit in the UAE.
- This collaboration was part of an integrated strategy to deepen international content dissemination and brand marketing, as evident in the hosting of the China Enterprise Global Expansion Summit.