Investment Rating - The report maintains an "Outperform" rating for Tencent Music (TME.N) [4][15][19] Core Views - The online music business is experiencing robust growth, with a focus on the SVIP membership program for the second half of 2024, which is expected to enhance ARPPU and overall profitability [2][15] - The company has shown strong performance in managing costs, leading to an upward revision of profit expectations for 2024-2026 [2][15] Financial Performance Summary - In Q2 2024, Tencent Music reported total revenue of 71.6 billion yuan, a year-on-year decrease of 1.7% but a quarter-on-quarter increase of 5.8%. Online music revenue accounted for 76% of total revenue [5][10] - The gross margin for Q2 2024 was 42.0%, up 7.8 percentage points year-on-year, while the adjusted net profit reached 19.6 billion yuan, reflecting a year-on-year increase of 25.7% [5][10] - The subscription business generated revenue of 37 billion yuan in Q2 2024, marking a year-on-year growth of 29% [8][10] User Metrics and Growth - The number of subscription users increased by 3.5 million in Q2 2024, with expectations of an additional 1.5 to 2 million in Q3 2024. The paid user penetration rate reached 20.5%, up 3.8 percentage points year-on-year [10][12] - The monthly ARPPU (Average Revenue Per Paying User) was 10.7 yuan, reflecting a year-on-year increase of 10.3% [10][12] Revenue Projections - The report forecasts adjusted net profits of 75 billion yuan, 87 billion yuan, and 93 billion yuan for 2024, 2025, and 2026 respectively, with slight upward adjustments of 2% for 2024 and 2025 [2][15][17]
腾讯音乐：订阅业务健康发展，下半年关注SVIP会员运营