字节跳动2021广告收入：上半年双位数增长，第三季度陷入停滞

36氪2021-11-23

11月23日，36氪从多个信源处了解到，字节跳动今年上半年完成广告营收约1150亿元人民币，实现双位数增长，接近完成原计划目标。进入今年第三季度，字跳广告收入增速明显下滑。近期，关于字节跳动的广告营收状况众说纷纭：上周证券时报等媒体报道称，字节在今年11月18日商业化产品部召开的全员大会上披露其国内广告收入过去半年停止增长。第一财经则称，字节跳动2021年广告仍可至少保持20%以上的增长。而...

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猛逃
2021-11-23
猛逃
抖音整个低级趣味的东东[白眼]
嘞撸虎7
2021-11-23
嘞撸虎7
阅
钞能力系Me
2021-11-23
钞能力系Me
low得不得了
冷读术
2021-11-23
冷读术
莆田系
上手us
2021-11-23
上手us
优秀
麦克阿SIR
2021-11-23
麦克阿SIR
利好分众传媒

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infomation的说法则是，认为字跳今年营收增长60%。\n36氪就此事向字节方面求证，截至发稿未获回复。\n分析字节跳动的广告收入变化，可以从电商、游戏、在线教育等几个关键的“金主”行业来看。\n游戏、教育两个行业，在今年都遭受了颇明显的政策抑制。传统上，第三季度是在线教育的投放黄金期，但今年该板块遭遇断崖式下跌。\n对比全行业情况看，由于疫情恢复的影响、部分特定行业的监管环境、社会零售消费的疲软，第三季度中国互联网公司广告营收增速普遍偏慢。财报披露的数据显示，今年第三季度腾讯网络广告收入同比增长5%，百度在线营销收入同比增长6%。\n此消彼长下，36氪了解到，电商行业已经取代游戏行业，成为今年字节广告营收的第一大来源，今年上半年其贡献广告营收占比超过30%。\n自去年成立闭环电商后，字节电商广告主要包括平台电商、引流电商与千川电商三类。其中平台和引流电商分别为淘宝拼多多等电商平台以及商家投放的站外广告——从来自电商行业的投放情况看，据36氪了解，今年上半年阿里、京东、拼多多等平台电商在字节消耗了约190-200亿元的广告年框。全年来说，仅阿里一个平台在字节的投放就将超过180亿。\n千川电商为商家投放到抖音直播间的站内广告。36氪获悉，来自千川电商的广告营收增长非常迅速，预计将超过平台电商广告甚至整个游戏行业。\n得益于抖音电商今年的高速发展，在游戏行业广告收入放缓、教育行业广告收入断崖式下跌等挑战性情况下，36氪获悉，字节跳动广告营收今年第三季度的同比增速，相比其他互联网公司仍然略快。\n但也有知情人士对36氪称：“刨除电商业务的带动，字节跳动全年广告收入同比几乎没有增长。”\n综合各类信息，相比起上半年，下半年某些月份字节跳动广告收入的环比增速已经很小，接近零增长，这是其成立9年来首次出现的情况。\n相比去年的高速增长——字节官方曾披露，其2020年总收入2366亿，同比增长高达111%——2021年显然是一个更具挑战性的年份。36氪获得的数据显示，字节今年上半年完成广告营收1150亿左右，相比原定的目标1200亿，接近完成目标。而字节今年全年的营收目标在2500亿~2600亿之间，在游戏、在线教育等广告业务受阻的情况下，字节是否能依赖电商业务第四季度冲刺来完成年度目标，是一项该公司要面对的挑战。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":true,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":875218247,"gmtCreate":1637656808835,"gmtModify":1637656808835,"author":{"id":"3518527627041174","authorId":"3518527627041174","name":"猛逃","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3518527627041174","authorIdStr":"3518527627041174"},"htmlText":"抖音整个低级趣味的东东[白眼]&nbsp;","listText":"抖音整个低级趣味的东东[白眼]&nbsp;","text":"抖音整个低级趣味的东东[白眼]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/875218247","repostId":1105152349,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":875238644,"gmtCreate":1637655449000,"gmtModify":1637655449000,"author":{"id":"4092032122452460","authorId":"4092032122452460","name":"嘞撸虎7","avatar":"https://static.tigerbbs.com/451ff62190f624c13c07b54476dd5930","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"4092032122452460","authorIdStr":"4092032122452460"},"htmlText":"阅","listText":"阅","text":"阅","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/875238644","repostId":1105152349,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":875200739,"gmtCreate":1637652143598,"gmtModify":1637652143598,"author":{"id":"3437211315837355","authorId":"3437211315837355","name":"钞能力系Me","avatar":"https://static.tigerbbs.com/d6a07e4e5031f5f6b6d949221547cf91","vip":1,"crmLevel":4,"crmLevelSwitch":1,"idStr":"3437211315837355","authorIdStr":"3437211315837355"},"htmlText":"low得不得了","listText":"low得不得了","text":"low得不得了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/875200739","repostId":1105152349,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":875678847,"gmtCreate":1637651224513,"gmtModify":1637651224513,"author":{"id":"3494306442649140","authorId":"3494306442649140","name":"冷读术","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3494306442649140","authorIdStr":"3494306442649140"},"htmlText":"莆田系","listText":"莆田系","text":"莆田系","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/875678847","repostId":1105152349,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":875640720,"gmtCreate":1637648966148,"gmtModify":1637648966148,"author":{"id":"3517874806302732","authorId":"3517874806302732","name":"上手us","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":5,"crmLevelSwitch":0,"idStr":"3517874806302732","authorIdStr":"3517874806302732"},"htmlText":"优秀","listText":"优秀","text":"优秀","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/875640720","repostId":1105152349,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":875640341,"gmtCreate":1637648888346,"gmtModify":1637648888346,"author":{"id":"3493210721701904","authorId":"3493210721701904","name":"麦克阿SIR","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3493210721701904","authorIdStr":"3493210721701904"},"htmlText":"利好分众传媒","listText":"利好分众传媒","text":"利好分众传媒","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/87564034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