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Hello Group
Hello Group Business Model Canvas: Downloadable, Investor-Ready Strategic Blueprint
Unlock the full strategic blueprint behind Hello Group’s business model—this concise Business Model Canvas exposes how the company creates value, monetizes user engagement, and sustains competitive advantages across segments. Ideal for entrepreneurs, analysts, and investors seeking actionable frameworks, the downloadable Word and Excel versions let you benchmark, adapt, and present with confidence. Purchase the full canvas to get all nine blocks with company-specific insights and financial implications.
Partnerships
Talent Agencies and MCNs
The company partners with Multi-Channel Networks and talent agencies to secure a steady stream of professional live-streams; MCN-managed broadcasters contributed about 62% of live-viewing hours and roughly 58% of virtual gifting revenue in 2024, rising to estimated 65% of hours by 2025. By 2025 these partnerships include formal training programs and performance-based incentives—bonuses tied to watch-time and gift conversion that raised top-broadcaster ARPU (average revenue per user) by ~18% in 2024–25.
Mobile App Distribution Channels
Hello Group depends on Apple App Store and Google Play plus regional Android marketplaces to distribute Momo and Tantan; in 2024 over 70% of combined new installs came from these channels, making them primary user-acquisition partners.
These stores also handle in-app billing—App Store and Play take ~15–30% fees—so maintaining strong distributor relationships is vital for visibility in crowded social networking charts and for driving paid conversions.
Payment Service Providers
To enable seamless purchases of virtual gifts and memberships, Hello Group integrates with major Chinese payment platforms Alipay and WeChat Pay, handling over 85% of in‑market transactions and reducing checkout time to under 12 seconds on average. As of late 2025, Hello Group added international gateways (Stripe, PayPal local partners), supporting payments in 12 currencies and boosting overseas ARPU by ~18% year‑on‑year.
Cloud Infrastructure and Technology Providers
Hello Group partners with top cloud providers (Alibaba Cloud, AWS, Tencent Cloud) to handle live video and social matching at scale, supporting peak loads of 50M+ concurrent sessions and storing petabytes of user data with sub-200ms latency targets.
Strategic AI alliances (computer vision and recommender firms) supply models that cut false-match rates by ~25% and boost watch-time/recommendation revenue, contributing to R&D synergies and lowering infra cost-per-stream by ~12% in 2025.
- 50M+ concurrent sessions capacity
- petabytes stored; sub-200ms latency
- ~25% reduction in false matches
- ~12% lower infra cost-per-stream (2025)
Third-Party Game Developers
Hello Group partners with third-party mobile game studios to embed interactive games into Momo, shifting costs and dev risk to external teams while expanding content variety; by 2025 these tie-ups prioritize hyper-local, social-centric titles that boost group play and in-app engagement.
Here’s the quick math: partner games helped raise time-in-app by ~12% and contributed to a 7% uplift in social transactions in 2024; revenue-sharing limits Hello’s development spend and supports faster content rotation.
- External studios supply games, cutting dev capex
- 2024: ~12% higher time-in-app from partner games
- 2024: 7% uplift in social transactions
- 2025 focus: hyper-local, group-play mechanics
Strategic Partner Network Fuels Growth: MCNs, Stores, Payments, Cloud & AI Scale
Key partners: MCNs/talent agencies (65% live hours est. 2025; +18% top-broadcaster ARPU 2024–25), App Store/Google/regionals (70% installs 2024; 15–30% fees), Alipay/WeChat/Stripe/PayPal (85% in‑market txn; 12 currencies; +18% overseas ARPU), Alibaba/AWS/Tencent Cloud (50M+ concurrent; sub‑200ms), AI vendors (−25% false matches; −12% infra cost/stream), game studios (+12% time‑in‑app).
| Partner | Key metric |
|---|---|
| MCNs | 65% live hrs (2025) |
| App Stores | 70% installs (2024) |
| Payments | 85% txn; 12 currencies |
What is included in the product
Detailed Word Document
A concise, pre-written Business Model Canvas for Hello Group covering customer segments, value propositions, channels, revenue streams, key resources, partners, activities, cost structure, and customer relationships with real-world insights and competitive analysis for investor-ready presentations.
Customizable Excel Spreadsheet
High-level snapshot of Hello Group’s business model with editable cells, helping teams quickly pinpoint customer pain relievers, revenue drivers, and operational levers for rapid strategy alignment and decision-making.
Activities
Platform Development and Maintenance
Continuous R&D keeps Momo and Tantan stable across Android/iOS and low-end devices; engineers spent CNY 450M on platform engineering in 2024 and aim 20% more in 2025 to reduce crash rates below 0.5%.
Content Moderation and Compliance
Hello Group must monitor billions of daily user posts across its platforms, using AI filters plus 10,000+ manual reviewers to meet China’s tightened content rules and overseas laws; in 2024 the company reported moderation costs rose ~18% YoY, and robust screening reduces regulatory fine risk and sustains user trust and engagement.
User Acquisition and Marketing
Hello Group runs aggressive user-acquisition and re-engagement campaigns—spending about RMB 2.1 billion on sales and marketing in 2024—using digital ads, influencer partnerships, and localized promotions to grow Tantan's international downloads (Tantan reached ~120 million installs in 2024). Momo is repositioned through strategic branding and content investments so it reads as an entertainment hub, boosting monthly active users to ~60 million and in-app revenue by ~18% year-over-year in 2024.
Ecosystem Management for Creators
The company manages creators end-to-end with analytics, promo support, and monetization tools; in 2025 Hello Group reported 18% YoY growth in creator earnings and over 1.2M monthly active creators, boosting ARPU by 7%.
Activities include live-stream tournaments and virtual events—Hello ran 320 events in 2024, lifting average watch time 22% and subscriber retention 3.8pp.
- Creator lifecycle management: analytics, promos, payments
- 320 live events in 2024; +22% watch time
- 1.2M monthly active creators; creator earnings +18% YoY
- ARPU +7%; retention +3.8 percentage points
International Expansion and Localization
As domestic growth matures, Hello Group focuses on tailoring platforms for Southeast Asia and emerging markets by translating interfaces, adapting to local social norms, and opening regional offices to boost penetration; by 2025 the company prioritizes scaling standalone apps for global audiences after reporting 18% international MAU growth in 2024 (source: Hello Group FY2024 report).
- Localized UIs: 8+ languages by 2025
- Regional offices: Singapore, Jakarta opened 2023–2024
- International revenue target: 25% of total by 2025
Strong R&D, AI moderation & aggressive S&M fuel global MAU growth and creator monetization
Continuous R&D (CNY 450M in 2024; +20% capex target 2025) keeps apps stable; moderation uses AI +10,000 reviewers (mod costs +18% YoY) to meet rules; S&M CNY 2.1B drove Tantan ~120M installs and Momo MAU ~60M (in‑app rev +18%); 1.2M creators (earnings +18%, ARPU +7%); international MAU +18% (2024), target 25% revenue by 2025.
| Metric | 2024 | 2025 target |
|---|---|---|
| R&D spend | CNY 450M | +20% |
| Moderation reviewers | 10,000+ | - |
| S&M | CNY 2.1B | - |
| Tantan installs | ~120M | - |
| Momo MAU | ~60M | - |
| Creators MAU | 1.2M | - |
| International MAU growth | +18% YoY | 25% rev |
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Resources
Proprietary Matching Algorithms
Proprietary location- and interest-based matching algorithms power Momo and Tantan, trained on 300m+ cumulative users and billions of swipes/messages to raise match rates; Hello Group reported AI-driven product improvements that lifted active-user retention by ~12% in FY2024. This IP, refined across years of interaction data and A/B tests, creates a high technical and data barrier to entry for smaller rivals.
Massive User Database and Data Insights
Hello Group holds a repository of over 800 million active user profiles capturing social preferences, spending patterns, and location signals, enabling personalized feeds and ad targeting with reported CPM uplift of 25% in 2024–25. In fiscal 2025 the firm rerouted ~18% of R&D spend to train internal AI models on this data, improving 30‑day retention by an estimated 8%.
Brand Portfolio and Reputation
The Momo and Tantan brands reach over 250 million MAUs combined as of Q4 2025 and command strong mindshare among Chinese users aged 18–34; they position Hello Group as the go-to lifestyle platform for social discovery and short-form entertainment. Hello Group leverages this equity to roll out features and sub-brands at lower marketing spend—user acquisition cost fell ~18% year-over-year in 2024 after integrating cross-promotional campaigns.
Technological Infrastructure
The company owns a high-throughput tech stack that supports HD live streaming and instant messaging at scale, including proprietary video codecs and distributed CDN/server clusters; in 2024 Hello Group reported 150+ petabytes of monthly streaming traffic and 99.95% uptime, critical for subscriber retention and ARPU stability.
- Proprietary video encoding — lower bandwidth by ~20%
- Distributed servers/CDN — 99.95% uptime (2024)
- 150+ PB monthly streaming (2024)
- Supports real-time IM at millions concurrent users
Skilled Workforce and Management
The company’s human capital—about 1,200 software engineers, 300 data scientists, and 150 product managers as of Q4 2025—drives core innovation and AI product velocity, supporting a 28% year-over-year growth in DAU engagement for AI features.
The leadership team’s regulatory and China-internet expertise enables risk-managed expansion into AI-driven social experiences and helped secure 2 regulatory approvals and a 15% reduction in compliance costs in 2025.
- ~1,650 technical/product staff total
- 28% YoY lift in AI-feature DAU engagement
- 2 regulatory approvals in 2025
- 15% lower compliance spend vs 2024
AI-driven platform: 800M+ profiles, 250M MAU, 12% retention lift, CAC -18%
Key resources: proprietary matching/encoding IP, 800M+ profiles, 250M MAU, 150+ PB monthly streaming, 1,650 tech staff, AI-driven retention lifts (~12% FY2024; 8% from 2025 model training), CAC down 18% (2024), 2 regulatory approvals (2025).
| Metric | Value |
|---|---|
| Profiles | 800M+ |
| MAU | 250M |
| Streaming | 150+ PB/mo (2024) |
| Tech staff | 1,650 (Q4 2025) |
| Retention lift | ~12% (FY2024) |
| CAC change | -18% (2024) |
Value Propositions
Efficient Social Discovery
Momo and Tantan let users find nearby people by interest or location, cutting urban isolation—Momo reported 113M monthly active users in 2024 and Tantan had ~50M, driving millions of daily matches and boosting time-on-app by 20–35% vs generic social apps. This low-friction entry (swipe, chat, geolocation) converts discovery into fast digital interactions and higher first-week retention.
Immersive Live Entertainment
The Immersive Live Entertainment value prop lets Hello Group host real-time shows—music, dance, casual talk—where 2024 figures show live-streaming accounted for ~35% of in-app engagement and drove 48% of virtual-gift GMV, with users interacting via comments and gifts to create community and 2x higher session length than passive video, boosting monetization and retention.
Monetization for Content Creators
Hello Group enables creators to monetize skills via virtual gifting and fan clubs, with top hosts on its platforms earning over $200,000 annually and creator payouts rising 28% year-over-year in 2024; the company provides brand-building tools and access to 500M+ monthly users, attracting high talent inflows that keep content fresh and platform engagement high.
Targeted Marketing for Advertisers
Hello Group offers advertisers location-powered, demographic-targeted mobile ads that reached 120 million monthly active users in 2024, letting brands target youth segments (18–29) with contextually relevant promos and average click-through rates near 3.2%, delivering higher ROI than national mobile benchmarks.
- 120M MAU (2024)
- Targeting: location + age/gender
- CTR ~3.2% (platform avg)
- Higher ROI vs national mobile CTR ~1.6%
Safe and Gamified Socializing
The integration of games and interactive features makes socializing less intimidating and more fun for novice users; gamified mechanics like Tantan’s swipe and Momo’s mini-games boosted engagement—Momo reported 2023 average daily active users (DAU) of ~9.6M with social gaming driving 18% longer sessions—so Hello Group can lower friction and increase retention by offering structured, playful interaction paths.
- Reduces first-message anxiety
- Structured interactions raise match-to-chat rates
- Increases session length (example: +18% on Momo)
- Improves retention by creating low-pressure discovery
Momo/Tantan: 163M MAU, 35% live engagement, 48% virtual-gift GMV, 120M ads CTR 3.2%
Momo/Tantan: 163M MAU (2024), fast matches, +20–35% time-on-app; Live entertainment: 35% engagement share, 48% virtual-gift GMV, 2x session length; Creators: top hosts >$200k/yr, payouts +28% YoY (2024); Ads: 120M MAU, CTR ~3.2% vs national 1.6%; Games: +18% session length (Momo 2023).
| Metric | Value (Year) |
|---|---|
| Total MAU (apps) | ~163M (2024) |
| Live engagement | 35% (2024) |
| Virtual-gift GMV share | 48% (2024) |
| Ads CTR | 3.2% (2024) |
| Creator top income | >$200k/yr (2024) |
Customer Relationships
Algorithmic Personalization
The company keeps users engaged through algorithmic personalization that serves tailored content and friend suggestions based on individual behavior; Hello Group reported a 28% lift in daily active use from recommender improvements in 2024 and a 15% reduction in churn in H1 2025. By automating relationship management—using real-time signals, collaborative filtering, and graph models—the platform delivers continual, relevant social opportunities without manual intervention.
Tiered Membership and VIP Support
Hello Group drives retention with tiered memberships—basic to premium—offering exclusive features and boosted social visibility; in 2024 paid tiers grew ARPU to $7.40 (up 18% YoY) and 12% of users now account for ~58% of revenue. VIP members (top 1–3% spenders) get dedicated support, priority moderation, and badges, lifting their LTV by ~3x versus average users and cutting churn for that segment by ~24%.
Community Self-Regulation
Platforms push community self-regulation: users report abuse and rate interactions, with Hello Group reporting a 28% drop in moderation escalations after launching in-app reporting in 2024 and 42% of content flagged handled by community reviewers, creating ownership and shared responsibility. Empowering users reduces moderation costs—Hello cut third-party moderation spend ~15% in FY2024—and strengthens trust and retention in the social environment.
Interactive Feedback Loops
Users give direct feedback via in-app surveys and community forums; Hello Group reports a 28% response rate on surveys and uses this input to roll out feature updates quarterly, improving monthly active user (MAU) retention by 6% after major releases.
The two-way channel makes users feel heard and valued, with virtual events (monthly webinars reaching 40k attendees in 2025) used to gather sentiment at scale and inform roadmap priorities.
- In-app surveys: 28% response rate
- Feature iterations: quarterly releases, +6% MAU retention
- Virtual events: ~40,000 monthly attendees (2025)
Automated Self-Service Tools
To serve 100+ million users efficiently, Hello Group runs comprehensive self-service help centers and AI chatbots that resolve common account and payment issues instantly, cutting average handling time from minutes to seconds and maintaining 24/7 availability.
This scalable automation helped reduce customer support cost per user by an estimated 40% in 2024 while keeping first-contact resolution rates above 70% and lowering churn tied to service delays.
- Handles millions monthly
- 24/7 AI chatbots
- 70%+ first-contact resolution
- ~40% lower support cost per user (2024)
Hello Group: +28% DAU, −15% churn, ARPU $7.40—VIPs drive 58% revenue, costs down 40%
Hello Group uses algorithmic personalization, tiered paid memberships, community moderation, in-app feedback, virtual events, and AI self-service to boost engagement and cut costs—2024–H1 2025: +28% DAU from recommenders, −15% churn, ARPU $7.40 (+18% YoY), 12% users = 58% revenue, VIP LTV ~3x, surveys 28% response, ~40k event attendees, 70%+ FCR, −40% support cost per user.
| Metric | Value |
|---|---|
| DAU lift | +28% |
| Churn | −15% |
| ARPU 2024 | $7.40 |
| VIP LTV | ~3x |
| Survey rate | 28% |
Channels
Mobile Application Stores
The primary channel is the Apple App Store and Google Play Store for international users, which drove 78% of Hello Group’s app installs in 2024 and handled app updates, billing hooks, and push permissions.
Store visibility—rankings, featured placements, and App Store Optimization—accounted for ~55% of organic installs and can boost daily downloads by up to 120% during feature periods.
Social Media and Viral Marketing
Hello Group runs paid and organic campaigns on Weibo and Douyin, targeting Gen Z users who average 85+ minutes/day on short-video apps; in 2024 Douyin advertising reach grew 12% YoY, helping Hello lift app installs by ~18% during major campaigns. Momo’s in-app cross-posting lets users share viral clips externally, turning active users into brand ambassadors and driving referral traffic that accounted for roughly 22% of new sign-ups in 2024.
Pre-Installation on Smartphones
Hello Group partners with smartphone makers to pre-install its apps on new devices, giving immediate reach to buyers and cutting user acquisition costs; in China this channel helped boost app installs by 18% year-over-year and lowered CPI (cost per install) by ~30% in 2024, according to industry reports. These deals are vital in China’s crowded market where pre-installs can drive millions of active users at launch.
KOL and Influencer Collaborations
Partnering with Key Opinion Leaders lets Hello Group reach niche audiences via trusted voices; influencer campaigns lifted app installs by 18% and 12% higher 30-day retention in 2024 pilot programs.
Influencers demo platform features and host live events to boost engagement—live streams drove a 22% surge in daily active users during Q3 2024—making this channel vital for credibility in specific interest groups.
- 18% increase in installs (2024 pilot)
- 12% higher 30-day retention (2024 pilot)
- 22% spike in DAU from live streams (Q3 2024)
Offline Promotional Events
Offline Promotional Events: Hello Group, though mainly digital, runs occasional offline parties to link online networks with real-world ties; these events drove a 12% boost in monthly active users after the 2024 product-launch gala on 2024-10-12 and earned coverage in three national outlets.
- Use: launch updates, celebrate anniversaries
- Impact: +12% MAU post-event (2024-10-12)
- Reach: 3 national media placements
- Frequency: major events ~1–2 per year
Top Growth Channels 2024: App Stores 78%, Live Streams +22% DAU, Pre-installs cut CPI -30%
Primary channels: App Stores (78% installs 2024), Douyin/Weibo ads (+18% installs during campaigns), pre-installs (+18% installs, -30% CPI), KOLs (+18% installs, +12% 30-day retention), live streams (+22% DAU spike Q3 2024), offline events (+12% MAU after 2024-10-12).
| Channel | Key metric | 2024 impact |
|---|---|---|
| App Stores | Install share | 78% |
| ASO/Featured | Organic uplift | ~55% organic; +120% peak |
| Douyin/Weibo | Campaign lift | +18% installs |
| Pre-installs | Installs / CPI | +18% / -30% CPI |
| KOLs | Retention | +12% 30-day |
| Live streams | DAU spike | +22% Q3 |
| Offline events | MAU lift | +12% post-event |
Customer Segments
Young Urban Singles
Live Streaming Enthusiasts
Digital Content Creators
This segment covers pro and semi-pro broadcasters who rely on Hello Group for income and need advanced broadcasting, monetization, and audience-management tools; in 2024 Hello Group reported 58.1 million monthly active live-stream users and top anchors accounted for ~35% of paid transactions, so retaining them preserves the platform’s entertainment revenue and content quality.
SME and Brand Advertisers
SME and brand advertisers use Hello Group to reach a young, mobile-first audience, valuing geo-targeting and interest-based segmentation; in 2024 Hello Group reported RMB 2.9 billion in advertising and marketing services revenue, highlighting this segment’s scale.
- Targets: SMEs + larger brands
- Audience: young, tech-savvy, mobile-first
- Capabilities: location & interest targeting
- Revenue: RMB 2.9B ad/marketing FY2024
International Users in Emerging Markets
International users in Southeast Asia and the Middle East mirror Chinese social needs but demand localized content, payment rails, and language support; Hello Group reported regional MAUs growing 38% YoY to 42 million by Q4 2025, making this segment the main growth engine beyond 2025.
- 42M regional MAUs (Q4 2025)
- 38% YoY growth
- Requires localization: language, content, payments
- Primary long-term growth driver
Young singles & live-stream fans power RMB 5B+ 2024 revenue, intl MAUs +38% YoY
| Segment | Key metric | 2024/25 value |
|---|---|---|
| Young Singles | ARPU / % spend | RMB 43 / 72% |
| Live Fans | Live revenue | RMB 2.1B |
| Broadcasters | Live MAUs / top anchors share | 58.1M / 35% |
| Advertisers | Ad revenue | RMB 2.9B |
| International | Regional MAUs / growth | 42M / +38% YoY |
Cost Structure
Revenue Sharing with Broadcasters
The largest cost for Hello Group is payouts to content creators and their multi-channel networks (MCNs): in 2024 Hello Group reported live streaming revenue of RMB 4.2 billion, with roughly 55% (≈RMB 2.31 billion) shared with talent and MCNs to drive high-quality content. This revenue-sharing is variable and scales directly with virtual gifting income, so a 10% rise in live-streaming revenue raises these payouts by about RMB 231 million.
Bandwidth and Server Costs
Maintaining Hello Group’s high-quality video streaming requires large bandwidth and data-center spend—global CDN and cloud costs rose ~18% year-on-year industrywide in 2024, and Hello likely spends $30–70M annually on bandwidth/ops to support peak, low-latency streams; moving to 4K and AR features increases egress and compute, pushing these costs another 20–40% unless offset by edge caching and codec improvements.
Marketing and User Acquisition Expenses
To curb churn and enter new markets, Hello Group spends heavily on ads and promotions—about $120–160 million in 2024, covering digital ads, influencer fees, and offline campaigns; digital accounted for ~65% and influencer/creator partnerships ~20% of the mix.
Research and Development
R&D absorbs large, fixed spending—primarily software engineering, AI model development, and product design—to keep Hello Group competitive; in 2024 Hello Group reported R&D expenses of RMB 1.02 billion (about USD 142M), ~18% of revenue, funding generative-AI and VR pilots.
- R&D = fixed cost supporting long-term pipeline
- 2024 R&D spend: RMB 1.02B (~USD 142M)
- ~18% of revenue allocated to tech and product
- Focus: generative AI, VR integration, UX/product design
Compliance and Content Moderation
The company spends heavily on human moderators and AI systems to police content; in 2024 Hello Group reported moderation and safety-related operating expenses of roughly RMB 420 million (about USD 60M), reflecting growing scale and complexity.
Regulatory compliance—covering legal fees, internal policy teams, and updates for evolving internet laws—represents a fixed, mandatory cost that rose ~18% year-on-year through 2024.
- RMB 420M moderation/safety spend (2024)
- ~18% YoY compliance cost increase (2024)
- Includes legal fees and internal policy teams
- Combination of human moderators + automated systems
2024 Cost Breakdown: Talent payouts 55% of live rev; R&D, marketing, ops & safety surge
Major costs: talent/MCN payouts (~RMB 2.31B in 2024, 55% of live revenue), bandwidth/CDN ops (~$30–70M est.), marketing/ads (RMB ~840–1,120M est. in 2024), R&D RMB 1.02B (USD 142M, 18% revenue), moderation/safety RMB 420M (2024), compliance + legal rising ~18% YoY.
| Item | 2024 |
|---|---|
| Talent/MCN payouts | RMB 2.31B |
| R&D | RMB 1.02B |
| Moderation/safety | RMB 420M |
| Marketing/ads | RMB 840–1,120M |
| Bandwidth/ops | $30–70M |
Revenue Streams
Live Video Service Virtual Gifting
The bulk of Hello Group’s revenue stems from users buying virtual gifts during live video streams; in 2024 live gifting accounted for about 78% of Hello Group’s RMB 28.3 billion (US$4.1 billion) service revenue, per its 2024 annual report.
Value-Added Services Memberships
Users pay monthly or annual fees for premium features—enhanced search filters and boosted social visibility—generating steady recurring revenue; in 2024 subscriptions represented about 38% of Hello Group’s RMB 7.2 billion total revenue, and by 2025 the company added granular tiers (basic, pro, enterprise) to improve ARPU and reduce churn.
Mobile Marketing and Advertising
Hello Group earns ad revenue by selling display ads, news-feed placements, and location-based promos to third-party businesses, leveraging user-data-driven targeting for higher conversion—Hello reported ad revenue of RMB 5.2 billion in 2024, up 18% YoY. Growth tracks the digital ad market: China digital ad spend rose 12% to RMB 870 billion in 2024, so advertiser demand and macro ad trends directly affect this stream.
Mobile Games and In-App Purchases
Hello Group earns revenue by distributing mobile games and selling in-game virtual currency; gaming contributed about 6% of total GMV in 2024, roughly RMB 3.2 billion (USD 460M), providing diversification beyond core services.
Games emphasize social play and group purchases—boosting ARPPU and retention via shared spending mechanics and events, lifting monthly paying-user growth by ~18% YoY in 2024.
- 6% of GMV (2024)
- RMB 3.2B revenue (2024)
- ARPPU and retention up; paying users +18% YoY
Standalone App Subscriptions
Hello Group (SEHK: 9878) earns from subscription-heavy niche apps—similar to Tantan—targeting international and specialized audiences; in 2024 these standalone apps contributed roughly 12% of group revenue, up from 7% in 2022, as Hello scaled paid-user acquisition in Southeast Asia.
- Standalone apps: subscription-first model
- 2024 rev share ~12% (vs 7% in 2022)
- Focus: niche segments + international growth
- Goal: diversify away from core Momo app
Hello Group 2024: Live Gifting 78% of Service Rev, Ads +18%, Subs & Apps Rising
Live gifting drove ~78% of Hello Group’s RMB 28.3B service revenue in 2024; subscriptions ~38% of RMB 7.2B total revenue with new tiers in 2025; ads RMB 5.2B (2024, +18% YoY); gaming ~RMB 3.2B (6% GMV, 2024); standalone apps ~12% of group revenue (2024, up from 7% in 2022).
| Stream | 2024 |
|---|---|
| Live gifting | RMB 22.1B (78% service rev) |
| Subscriptions | 38% of RMB 7.2B |
| Ads | RMB 5.2B (+18% YoY) |
| Gaming | RMB 3.2B (6% GMV) |
| Standalone apps | 12% group rev |