Three Months ended March 31, 2020 compared to three months ended March 31, 2019
Net revenues
Our net revenues increased by 68.6% from RMB1,373.5 million in the three months ended March 31, 2019 to RMB2,315.5 million (US$327.0 million) in the three months ended March 31, 2020.
Mobile games. Our net revenues from mobile games increased by 31.7% from RMB873.5 million in the three months ended March 31, 2019 to RMB1,150.6 million (US$162.5 million) in the three months ended March 31, 2020. The increase was primarily due to the increasing popularity of both existing and newly launched mobile games.
VAS (formerly known as Live broadcasting and VAS). Our net revenues from VAS increased by 172.1% from RMB291.7 million in the three months ended March 31, 2019 to RMB793.6 million (US$112.1 million) in the three months ended March 31, 2020, mainly attributable to our enhanced monetization efforts, led by increases in the number of paying users for our premium membership program, live broadcasting services and other value-added services.
Advertising. Our net revenues from advertising increased by 90.5% from RMB112.5 million in the three months ended March 31, 2019 to RMB214.3 million (US$30.3 million) in the three months ended March 31, 2020. This increase was primarily attributable to the increasing number of advertisers, which was driven by further recognition of Bilibili’s brand name in China’s online advertising market.
E-commerce and Others. We had RMB95.9 million and RMB157.1 million (US$22.2 million) ofe-commerce and other net revenues in the three months ended March 31, 2019 and 2020, respectively. The increase was primarily attributable to the increase in sales of products on oure-commerce platform.
Cost of revenues
Our cost of revenues increased by 50.7% from RMB1,184.2 million in the three months ended March 31, 2019 to RMB1,785.1 million (US$252.1 million) in the three months ended March 31, 2020 as all components of cost of revenues increased due to our business growth and the expansion of our user base.
Server and bandwidth costs increased by 23.7% from RMB217.7 million in the three months ended March 31, 2019 to RMB269.3 million (US$38.0 million) in the three months ended March 31, 2020, primarily due to an increase in server and bandwidth capacity to keep pace with the expansion of our user base and the increase in active users.
Revenue-sharing costs increased by 61.1% from RMB551.7 million in the three months ended March 31, 2019 to RMB888.8 million (US$125.5 million) in the three months ended March 31, 2020, primarily due to an increase in payments made to developers of exclusively distributed games, an increase in payments made to distribution channels and an increase in payments made to hosts of live broadcasting programs and content creators on our platform.
Content costs increased by 55.3% from RMB210.2 million in the three months ended March 31, 2019 to RMB326.4 million (US$46.1 million) in the three months ended March 31, 2020 as we continued to expand and diversify our content offerings.
Gross profit
As a result of the foregoing, we had gross profit of RMB530.5 million (US$74.9 million) in the three months ended March 31, 2020, compared to gross profit of RMB189.3 million in the three months ended March 31, 2019.
Operating expenses
Our total operating expenses increased by 116.6% from RMB496.0 million in the three months ended March 31, 2019 to RMB1,074.7 million (US$151.8 million) in the three months ended March 31, 2020, as sales and marketing expenses, general and administrative expenses, as well as research and development expenses increased due to our business growth and the expansion of our user base.
Sales and marketing expenses. Our sales and marketing expenses increased by 233.9% from RMB181.5 million in the three months ended March 31, 2019 to RMB606.0 million (US$85.6 million) in the three months ended March 31, 2020, primarily attributable to increased channel and marketing expenses associated with our app and brand, as well as promotional activities for our mobile games, and an increase in headcount in sales and marketing personnel.
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