First Full-Year Non-GAAP Profit
Adjusted (non-GAAP) net income for full year 2025 reached RMB 37.9 million, a turnaround from an adjusted net loss of RMB 96.3 million in 2024, marking the company's first-ever full-year non-GAAP profitability.
Sequential Recovery in Marketing Services
Marketing services revenue in Q4 2025 was RMB 234.8 million, up 24% sequentially, indicating a clear inflection point and top-line recovery momentum despite year-over-year pressures.
Strong Paid Membership Base and Improving Unit Economics
Q4 paid membership revenue was RMB 333.5 million with average monthly paid members of 12.2 million; average ARPU increased 1.4% sequentially and quarterly renewal rates improved by 2.7 percentage points.
Robust Content and Creator Growth
Daily creation of high-quality content grew over 20% year-over-year in Q4 and over 31% for the full year; professional AI-related content rose over 30% year-over-year and AI-focused creators grew ~16% year-over-year.
Large Engagement Gains on Product Channels
Ideas channel: average daily content volume grew 73.5% for the full year and average daily interactions doubled (100%). Circles: average daily content creation surged over 100% sequentially and daily views increased 72% sequentially.
Rapid Adoption of AI Features and Strong AI Usage Metrics
Direct MAUs of Zhihu Zhida grew over 260% year-over-year with next-month retention up ~83% year-over-year; Feb 2026 average daily search queries per DAU rose >16% vs Nov 2025; AI search CTR increased by double-digits after upgrades.
IP Monetization Acceleration
IP monetization revenue (recognized in other revenues) grew more than fivefold year-over-year in Q4 and doubled for the full year; IP-related revenue increased 21% year-over-year and recent TV/video adaptations performed strongly on partner platforms.
Healthy Liquidity and Share Repurchase Activity
Cash, deposits and short-term investments were RMB 4.5 billion as of Dec 31, 2025; the company repurchased 31.1 million Class A shares for USD 66.5 million and repurchased an additional 16.6 million Class A shares via trustee (USD 23.4 million), representing 6.29% of issued ordinary shares.