Good evening, ladies and gentlemen. Welcome to China Literature Limited's 2025 Interim Results Conference Call. A copy of the interim results announcement can be found and downloaded from its investor relations website, ir.un.com. At this time, all lines have been placed on listen-only mode and the floor will be opened for questions following today's presentation. I would now like to hand the conference over to your host. Today, Maggie is Maggie Zhou, Head of Capital Markets and Investor Relations at China Literature Limited. Maggie, please go ahead.
Thank you, Operator. Ladies and gentlemen, welcome to our 2025 Interim Results Conference call. Joining us today on the call are Mr. Hou Xiaonan, our CEO, and Mr. Cao Huayin , VP of Finance. For today's call, Mr. Hou will discuss the company's strategies and business highlights, and Mrs. Zhou will go through the financials. We will then open the call for questions. Before we begin, I would also like to remind you that management's comments during the call will include forward-looking statements that are based on our current expectations. All statements other than statements of historical facts during the conference call are forward-looking statements, which are subject to a number of risks and uncertainties and may not be realized in the future for various reasons. Information about general market conditions is coming from a variety of sources outside of the company.
This presentation also contains some unaudited non-IFRS financial measures that should be considered in addition to, not as a substitute for, measures of the company's financial performance prepared in accordance with IFRS. Please do take a minute to read the risk factors and non-IFRS measures discussion in China Literature Limited's 2025 interim results earnings release. I will now turn the call over to our Chief Executive Officer, Mr. Hou Xiaonan.
Thank you, Maggie. Good evening everyone and welcome to today's earnings call. Before we dive into our results for the first half, I would like to take a moment to share some observations and reflections on the industry. In the first half of 2025, China's IP industry experienced explosive growth and a profound ecosystem transformation. It's by three key trends. First, premium IP continues to increase in value. The traditional model of incubating a high quality TV series and film content based on literary IP remains robust. China Literature is constantly producing top-tier works with widespread influence and commercial success. Second, the rapid emergence of short dramas is reshaping content consumption, driving higher conversion efficiency and creating powerful new monetization opportunities for the rich library of mid and long tail IP. This has significantly accelerated the unlocking of IP value and driven demonstration in digital content consumption.
Lastly, and most notably, is the growing popularity of physical and scenario-based IP merchandise products such as trendy toys, collectible cards, and goods. IP demonstrates how IP is deeply embedding itself into the daily life of users, serving as a key medium and a true social currency for emotional connection, companionship, and social identity. Together, these three trends highlight the rare phase development of China's IP industry during the first half of 2025. With our unique position as an industry pivot, exceptional IP innovation capabilities, and expansive IP library, we are ideally situated to capitalize on the potential to lead the upgrade of China's IP ecosystem and unlock new growth opportunities. With that, I will now review the performance and progress of our businesses during the first half of 2025. In terms of IP incubation, our online reading content ecosystem continues to thrive.
In the first half of 2025, our online reading platform added 200,000 new writers and 410,000 new literary works, together contributing 20 billion Chinese characters. High quality writers and literary works on our platform are growing steadily, with the number of newly signed works generating over RMB 1 million in revenue increasing by 63% year-over-year. The number of newly signed writers with over 10,000 average subscribers per chapter rose by 45% year-over-year. This vibrant content ecosystem is driving higher community engagement with the number of works receiving over 10,000 monthly votes during the first half increasing by 20% year-over-year and surpassing 1 million monthly votes, surging by 200% year-over-year. Thanks to this effort, revenue from our online business grew by 2.3% year-over-year to RMB 1.99 billion with GMV increasing by 4.5% year-over-year to 9.2 million.
In terms of IP visualization, our IPs are performing strongly across premium TV series, animation and comics as well as the rapidly growing short drama segment, enabling us to build a distinct competitive edge in the premium TV segment. Several top-tiered TV series adapted from our IPs premiered in the first half of the year, including Florist Diony Guo, Si Bang Hua Zi Jin, The Glory, Jian Gui Shi, and I Am Nobody Season 2 (Yi Ren Chu Xia Di Qi), which all ranked first in popularity during broadcasting. According to Enlight Media data, six out of the top 10 long-form dramas by cumulative views across all platforms in the first half of 2024 were adapted from our IPs. In July, our self-produced premium drama series Narcotic Operation was produced and aired on Tencent Video, achieving a popularity index of over 28,000 and earning praise from multiple mainstream media outlets.
We have several additional premium drama projects planned for release in the second half of the year. In the animation segment, we released new series of our classic animation franchises such as Battle Through the Heavens (Dou Po Cang Qiong), Stellar Transformations (Xing Chen Bian), and Martial Universe (Wu Dong Qian Kun), all ranking highly on platform popularity charts during their respective broadcasting runs. Notably, the annual series Battle Through the Heavens (Dou Po Cang Qiong) topped Tencent Video's hit content charts in the first half. According to Enlight Media data, 8 out of the top 10 animation series by cumulative views across all platforms in the first half of 2024 were adapted from our IPs. In the economics segment, we maintained our leadership with top-tier IPs while continuously introducing high-quality new works that enrich our content ecosystem.
Classics like The Outcast, Billion Ricardo, and Fox Spirit Matchmaker also continue to lead the industry, showcasing their enduring influence. Meanwhile, set out new titles adapted from our IP such as Dao of the Bizarre Immortal Hulk Yiqian broke into the top 20 paid bestsellers list within two months of release. The fad is the rise ever for a new title. Another adaptation, Martial Evolution Starts by Awakening. The King of Monsters also topped new release charts for four consecutive months since its April debut, demonstrating its exceptional popularity and growth potential going forward. Our short drama segment achieved robust growth in the first half of 2025 with a significantly increased broadcaster hit rate. This success is underpinned by our rich IP library, strong creator partnerships, and deep engagements across the IP industry chain.
According to Enlight Media Data, we produced two out of the top ten short dramas by viewership across all platforms in June 2025. One title generated record-breaking grossing of over RMB 80 million, ranking second on Enlight Media viewership charts with over 3 billion views. This year, another title topped Enlight Media's weekly charts during its broadcasting round, surpassing 1 billion views in its first month of release in March. We further upgraded our short drama business by opening more than two dominant online literature IPs for high-quality adaptation. We released an initial batch of 300 IPs and invited screenwriters and producers across the industry to collaborate. Going forward, we will remain committed to our IP-centric, quality-driven strategy, strengthening our competitive edge while driving the high-quality development of the IP industry. Next, I will go over IP commercialization in the first half of 2025.
Physical and scenario-based IP merchandise products such as tiny toys, collectible cards, and goods saw explosive growth, reflecting a profound advancement in mass cultural consumption habits. Riding this wave, our IP merchandise business achieved a major breakthrough, total GMV reaching RMB 488 million in the first half, almost reaching last year's full-year total of RMB 500 million. Growth was driven by our continued dedication to product development, channel development, user engagement, and messaging expansion. Product development advanced rapidly across the entire value chain, accelerating new product launches to three to four times last year's pace with continuously rising quality. Channel development has continued to make steady progress with our online live streaming rooms and offline stores expanding their reach. Notably, our team of flagship stores ranked first on the Hitcard Goods Store Stockholders list during the 618 Shopping Festival. We now partner with nearly 10,000 online and offline distributors.
Additionally, we are offering our channel development capabilities to empower others. Engagement is also deepening with fans and creating social media apps as we leverage themed events from top tier IPs like The King's Avatar, Chen Zhi Gou Show, Lord of the Mysteries, Hui Min Shizu, and Dao of the Bizarre Immortal and combine them with new product launches. We have partnered with 230 brands to expand the influence of our IP through licensing collaborations. Now turning to the online games segment, we continue to license premium IPs to partners. The top tier project Douluo Continent received widespread immersion following its July launch. Additionally, multiple licensed adaptations such as The Hidden Ones and Lord of the Mysteries have obtained publication licenses and are expected to debut in the near future. Finally, I would like to share the progress we have made in new technologies.
We have been actively embracing AI and integrating AI across all business lines. In the first half of the year, we introduced the industry's first AI-powered knowledge base for online literature smartpen Tongyi LP Tongjian. Building upon our existing AI tools available on the Writer Assistant Togatosho creation platform, this feature enables full text comprehension and Q&A for works spanning tens of millions of words, offering valuable support for writing, plot development, and inspiration for long form content creation. Since its launch, interactions between writers and AI have increased by 40%, driving daily active users of Writer Assistant up by over 40% year on year with weekly AI usage approaching 70%. Our AI translation models have also significantly expanded the global reach of Chinese digital works.
In the first half of 2025, revenue from AI-translated works on our international reading platform Webnovel grew by 38% year-over-year, accounting for over 35% of total novel revenue on Webnovel. We are also actively exploring AI applications across multiple content formats including animation, comics, video, audiobooks, radio dramas, and digital avatars with the aim to unlock the vast potential of transforming mid and long tail tech ideas into multimedia formats. The year 2025 will be a pivotal one, holding strong growth momentum. The rapid rise of short dramas, the breakout popularity of Chinese toys, and the spreading influence of Guochao culture are driving diverse content types and consumption patterns into the mainstream at a very fast pace. This evolution not only highlights the vibrancy of the cultural consumption market, but also reaffirms the fundamental core principle. Our phenomenal growth stems from creative transformation and development of premium IP.
With this historical opportunity in front of us, we will capitalize on our vast IP library, extensive experience, and the growth industry synergies we have cultivated over multiple years to reshape and lead development of the industry going forward. We are committed to becoming the core engine and key architect of China's IP ecosystem evolution. This concludes my remarks. Now I would like to invite Mr. Xu to present our financial performance. Thank you.
Thank you, Mr. Hou. Hello everyone. In the first half of 2025, our total revenue was RMB 3.2 billion compared with RMB 4.2 billion. In the first half of 2024, our online business revenues increased by 2.3% to RMB 2 billion, mainly due to revenue growth of own platform products. For clarity, the growth rate here is calculated on a year-over-year basis, as well as all subsequent growth rates being measured. Breaking down it further, revenues from our self-operated platform products increased by 3.1% to RMB 1.7 billion, mainly due to our focus on improving core product operations and continued production of high-quality content. Revenue from our self-operated channels on Tencent products decreased by 25.6% to RMB 97 million, mainly due to a decrease in advertising revenues. This is a result of continuous refinement of content distribution practices on Tencent channels and prioritization of distribution through copy-to-reproducts.
Revenues from third-party platforms increased by 23.1% to RMB 142 million. This reflects increasing value of our high-quality content to our partners. In terms of operating metrics, our total average MAUs were 141.3 million compared with 176 million in the first half of 2024. Breaking down it further, MAUs of several main platform products declined by 2.5% year-over-year from 105.3 million to 102.7 million but remained stable compared with 102.3 million on a six-month basis. MAUs of self-operated channels on Tencent products were 38.5 million compared with 70.7 million in the first half. This was primarily due to customization of operational efficiency, which involves distributing more content to cooperate reproducts. Average MPUs grew by 4.5% to 9.2 million, mainly due to growth in membership users following launch of additional membership content since the second half of 2024. Monthly ARPU decreased by 1.3% to RMB 31.3.
This is due to a mixed effect on low output contributions by newly acquired membership users. Now turning to IP operations and other businesses, revenues from IP operations and others decreased by 46.4% to RMB 1.2 billion. Revenues from TV series and film licensing decreased by 48.4% to RMB 1.1 billion. This was mainly due to lack of new TV series or film releases in the first half of the year, which highlights natural production timelines and scheduling patterns in regards to TV series and film projects. Several of our new businesses have been developing rapidly, in particular IP merchandise products which generated strong growth with GMV increasing to RMB 480 million, closely approaching last year's annual total of RMB 500 million. Revenues from the others category, mainly generated by sales of physical books, increased by 41.9% to RMB 68 million. Now let's look at costs and expenses.
Our cost of revenues decreased by 25.1% or RMB 1.6 billion, primarily due to the absence of low TV series or film releases, which resulted in no corresponding production costs recognized during the period. Our selling and marketing expenses decreased by 20.4% to RMB 122 million, mainly due to a decrease in marketing and promotional expenses associated with TV series and films. Our G&A expenses decreased by 11% to RMB 485 million, primarily due to lower employee-related expenses. Our net other gains were RMB 583 million compared with net other gains of RMB 4 million in the first half of 2024. These other gains of this period were primarily a result of our investment savings. As a result of these factors, our net profit attributable to shareholders increased by 68.5% to RMB 850 million.
On a non-IFRS basis, our net profit attributable to shareholders was RMB 508 million, down from RMB 702 million in the first half of 2024. This was mainly influenced by the uneven release schedule for TV series and films and New Classic Media during this year. Excluding this impact, non-IFRS net profit increased by 35.7% to RMB 545 million, around RMB 4.2 million in the first half of 2024. That concludes our financial review part. Let's move on to the Q&A session.
Thank you for the presentation. Now we will start the Q&A session. Please feel free to raise any questions. If you wish to ask a question, please press star one on your telephone and wait for your name to be announced. If you wish to cancel your request, please press star two. If you're on a speakerphone, please pick up the handset to ask your question. We ask today that if you wish to ask your question in Chinese that you please translate this to English as well. Your first question comes from Xueqing Zhang with CICC. Please go ahead.
Thanks management for taking my question. My question about your IP merchandise business, the company continue to advance your IP merchandising in the first half of this year. We are so impressed by the IP operations that echo the time and space of the original novel The King's Avatar. Could management reveal the current progress of our IP merchandise business from the perspectives of premier IP's product development and China development, and the commencements provide an outlook on the future development priorities. Thank you.
[Foreign language].
Thank you. I will take your question. As you mentioned, this July we held the King's Avatar San Diego Show 2025 Glory World Invitational themed tour in Zurich, Switzerland. Echoing the Glory Game Tournament in Zurich featured at the end of the original story, the event received enthusiastic feedback from users. Since we initially announced the event offline, thousands of fans of the King's Avatar traveled to Switzerland specifically to participate in the event. Online social media engagement surpassed our expectations, with Switzerland travel related content connected to the King's Avatar significantly increasing on Rednote app. Only alone, the number of posts under the topic Peace Avatar National Team serves by nearly 10,000 within just one month. This initiative also serves as one of our ongoing efforts to deepen the emotional connection between IP and fans, bring IP to real life, and amplify the influence of IP.
[Foreign language].
[Foreign language].
I will further elaborate on the merchandise business from double aspects. First of all, in terms of IP, as we have a rich library of IP content merchandise products adapted from our top tier IP such as the team's Avatar, Lord of Mysteries, Song of the Bizarre Immortal, The Outcast, Yi Ren Juxia, and Fox Spirit Matchmaker, all delivered outstanding performance. Additionally, we will soon start to launch customized merchandise products for some of our mid tier IP beyond our self owned IP. We are also considering introducing some high quality third party IP such as anime IPs, game IPs, and independent fashion toy artist IPs for merchandise development.
Secondly, in terms of product types, we have covered almost all categories including goods, collectible cards, blind boxes, toy figures, plush toys, precious metal, etc., and continue to explore new categories such as vinyl, plush toys, ball jointed dolls, and others while also developing new gameplay and formats like Ichiban Kuji, which is a popular fly draw format originated from Japan. Currently, we have seen the potential in categories like flesh choice and ball jointed dolls where users demonstrate strong demand for UGC creation, DIY doll customization, and nurturing experience with merchandise products. To capitalize on this, we will enter these categories and create merchandise that can strengthen the emotional bond between users and products. In terms of distribution channels, we have established an integrated online and offline distribution network that continues to expand.
Currently, we operate more than 10 self owned live streaming rooms that will continue to grow, and our e-commerce flagship store topped the dark horse list during the 618 Shopping Festival with users' passion for consuming goods on our many programs surging steadily. At the same time, we've opened approximately 10 self operated stores in prime commercial districts across Hangzhou, Beijing, Nanchang, Shanghai, Hefei, Chongqing, Changsha, and Chengdu, with additional offline stores in Guangzhou, Shenzhen, Zhuhai, Nanjing, and other cities progressively underway. We also collaborated with around 10,000 online and offline distributors.
[Foreign language].
In addition, we continue to deepen our efforts across product design, user operations, licensing, partnership, and strategic investment. In terms of product design, our Earthwork is leading the machine market regarding both quantity and quality, accelerating the product launches to three to four times the previous year's pace and enabling three to four batches of new product launches per month in this year. In terms of user operations, we strengthened the emotional bond between IP and sense through a series of activities sparking social media sensation and amplifying IP reach and influence. In terms of licensing, we've established collaborations with around 230 consumer brands spanning various industries such as goods, 3C electronics, food and beverage, and other sectors, embedding our IP into different aspects of daily life.
Offline, in terms of strategic investment, our earlier investments in Hitcard, China's leading collectible card company, and The Crossing, the top-tier card distributor in Europe and the U.S., have accelerated the GMV growth of our card business. This year, we have completed the investment in Softopia, the leading brand in the fashion plush toys segment, positioning us for further breakthrough in this category. Looking into the future, we will remain dedicated to deepening our presence in the merchandise sector by leveraging our distinctive competitive edges in our IP library, product development channel, distribution, and user operation. We aim to capture a larger market share within the merchandise industry worth hundreds of billions of RMB. Thank you.
Thank you. Your next question comes from Maggie Ye with CLSA. Please go ahead.
My first question is related to the operation of our classic IPs on the platform. What are management's top priorities and KPIs this year? Can you share with us your latest thoughts on how to extend the life cycle of our classic IPs and further enhance their commercial value? Thank you.
[Foreign language].
Thank you for your question. First of all, we will continue to release new content for our classic IPs to keep their popularity at a high level. Through long-term and diversified adaptations into animations, we will be able to continuously inspire fan enthusiasm towards our classic IPs. For instance, in terms of animation, popular IP franchises such as Battle Through the Heavens, The Outcast (Yi Ren Jue Shi), and Fox Spirit Matchmaker (Huyao Xiao Hongniang) will continue to release sequels, and new animation content for IPs such as Guardian, which has been adapted into a blockbuster TV series and broadcast at the beginning of the year, and another IP called Of the Bizarre Immortal (Dao Gui Xian), which also has accumulated a great number of fans, will be unveiled soon.
In terms of drama series and films, more sequels to household titles like Joy of Life (Qing Yu Nian) and My Heroic Husband (Zhui Xu) will also be released. We will focus on the quality of adapted work, user reputation, and their impact on our IP value.
Secondly, we will make further breakthroughs in the merchandise business, launch new products with more diversified designs, superior craftsmanship, and a broader range of categories for our classic IPs such as The King's Avatar, Chen Yu Gao Shou, Lord of Chinese Street, Ren Zhi Du Dao of the Bizarre Immortal, Zhao Gu Yi Xian, The Outcast (Yi Ren Jue Shi), Fox Spirit Matchmaker, etc. At the same time, we will collaborate with consumer brands across various industries through licensing partnerships, transforming IP into a wide range of offline consumer products to make IP deeply resonate with users and IP images more vivid and multidimensional in users' minds. As our merchandise business is still in the early stage, we will focus on GMV and product reputation.
In addition, with the development of technology and industry, we will further innovate and diversify our offerings and development with a sharp focus on an insightful perception of user needs to fulfill users' evolving value aspirations. For example, currently, user demand for short drama content is pretty robust, and we will embrace monetization opportunities for our IP through short drama adaptations, enriching the worldview of IPs and attracting different age groups and interest communities. We will also actively embrace new technologies such as AI, Dr. and ARC to empower our classic IPs. Meanwhile, we will also strengthen the online and offline operation of IP, enhancing synergies among different content formats of IP.
For example, upon the release of drama series and animation, we will simultaneously launch IP-themed interactive zones on our novel and comic platform as well as new merchandise, product releases, licensing partnerships, and co-branding collaborations offline, which will provide users with an immersive IP experience, strengthen the emotional connections between users and IP, continuously extend the IP life cycle, and unleash the vitality and value of our classic IPs. Thank you.
Your next question comes from Maggie Zhou with GF Securities. Please go ahead.
The management talks about the mid and long term potential of the IP merchandise business and how to build the commercialization potential of each top IP life change. Also, what's your plan to invest in? Nurturing fashion, IT and products? My second question is about what's the manufacturer driving the growth of the overall IP license, and what's the scale of IP products. [Foreign language].
[Foreign language].
[Foreign language].
[Foreign language].
Thank you for your question. Overall, we believe there is massive opportunity and potential for the commercialization of IP, and we will continually intensify the operations of every one of our IPs. We believe a key point of the merchandise business is the ability to capture user demand and directly respond to the user demand, which is also one of the advantages of our merchandise team. I feel quite satisfied with our merchandise team, and they realized total GMV for merchandise of RMB 500 million last year, and this year they further realized a GMV of RMB 480 million, which is very close to last year's full year total. We believe here the room for further growth in our IP merchandise business is really massive, and user demand is actually constantly evolving, and what we need to do is to fulfill their constantly evolving demand.
For instance, the user demand a few years ago were hard figurines, and now they shifted to soft accessories and goods, and probably they will move further towards any new types of trending categories that may emerge in the future. We must perceive the shift in users' value pursuits and capture the trends accompanying our users' growth as a century-old trend. We will carry out product planning based on real user demand. Currently, we remain focused on serving users' needs for products within the ACG vertical beyond existing category. User demand may further extend to other segments like vinyl plush toys, plush toys as I just mentioned, and even to other categories like CV necessity, which we will rapidly penetrate into leveraging our multi-category supply chain capabilities.
For example, after identifying strong user demand for Ichi ban Kuji prize drug in the first half a year, we plan to launch relevant products in the second half.
[Foreign language].
[Foreign language].
We believe the long term potential of IP merchandise business is massive. We believe IP and the products actually can mutually empower, complement, and reinforce each other. With IP, we can develop different products based on user needs. With quality products, we can apply the product capabilities. No matter if it is for collectible cards or for good products, we can apply these capabilities across different IPs. After accumulating a large number of users and channels, we will be able to fulfill diverse user needs with different IP and different products. From the market perspective, China's IP merchandise market size has already exceeded RMB 100 billion and is expected to further expand at a double-digit growth rate annually, outpacing global averages. Leveraging our inherent competitive advantages, we are positioned to capture the upward trend of the merchandise sector and achieve substantial growth in the mid to long term.
Regarding the investment in Softopia, which is a leading player in China's premium fashion plush toy industry and a pioneer in the vinyl plush toy category, this investment enables us to leverage Softopia's production capacity to enter the fashion plush toy category quickly. The vinyl plush toy product of The King's Avatar is planned for release in the second half of the year, with other IPs also progressing well in the design and production of vinyl plush toy products. We are also closely collaborating with Softopia on the incubation and development of original IPs and signing and working together with excellent artists in designing other more advantages, IP and collaboration in other aspects as well.
Thank you.
[Foreign language].
[Foreign language] .
Regarding your second question about the driving forces behind the growth of IP licensing business, I will address that from both the supply side and the demand side perspective. From the demand side, partners across the market demonstrate robust demand for our IP as the premium quality and accumulated nuclear basis of our IPs would significantly boost the success rate of the adapted work. For example, in terms of IP adapted drama series, according to Enlightened data, 6 out of the top 10 long form dramas by cumulative views across all platforms in the first half of 2025 were adapted from IPs such as Florist Diony Guo, Si Bang, Hua Zijin, The Glory, Yan Huishi, and I Am Nobody Season 2. In terms of IP adapted games, the top tier game title contained Soul Hunting.
World.
Launched in July, and several other highly anticipated games such as The Hidden Ones and Lord of the Mysteries are also adapted from our IP. In terms of IP adapted animation, according to Enlightened Data, eight items in animated series prior cumulative views across all platforms in the first half of 2025 were adapted from our IPs. From the supply side, our online literature platform continues to incubate new IP works, which have already formed a vast IP treasury hub, providing a huge amount of high-quality content for different creators across the market to adapt. Concurrently, our visualization and commercialization efforts continuously expand the influence and commercial values of our IP, enabling our licensing partners to better recognize and appreciate the value of our IP, which is helpful in driving the same growth of our IP licensing business.
Collecting IP drive.
We have a rich reserve of novel IPs and atomic IP. In addition to classic IP titles, new top IP titles are also continuously emerging. In terms of novel IP during the first half of the year, the number of newly signed works generating over RMB 1 million in revenue increased 63% year-over-year, and the number of newly signed writers with over 10,000 average subscribers per chapter rose by 45% year-over-year. In terms of comic IPs, newly launched comic titles in the first half, including Style of the Bizarre, Immortal Zhao Wu Yixian, and Martial Evolution Start by Awakening the King of Monsters, quickly rose to the top of the platform's rankings soon after their debut, demonstrating remarkable popularity and potential. Therefore, we are highly confident in the prospects of our IP licensing business. Thank you.
Your next question comes from Jenny Yuan with UBS. Please go ahead.
Let me translate myself. My question is on New Classical Media. Following the absence of content release in the first half of the year, how to reduce content pipeline scheduled for technical health, and could the management please share some difficulty going forward? My other question is on AI. Could management give us some color on the latest development of AI technologies and how is AI facilitating our business operations from here? Thank you.
[Foreign language].
Thank you for your question. The first question regarding the pipeline of NCM will be addressed by Mr. Tao and your second question about AI will be addressed by Gail. The first question, in the second half, NCM is expected to release six drama series, among which Narcotic Operation has already been broadcasted in July with a Douban rating of 8.0, representing the highest rated series of the summer season. Beyond that, we further expect to release more drama series in the second half, including Lady Liberty, The Richest Pool Guy, The Devil Between Us, etc. In addition, we are also likely to release one more movie project in the second half, Qing Shen, and some Lightly Heart Season Three. Thank you.
Regarding your question about AI, actually we have always been exploring how to apply AI to our content creation and the value of AI in enhancing the efficiency of content production. Actually, we have achieved some encouraging results in the progress so far. For instance, in terms of writing assistance, we introduced the industry's first AI-powered knowledge base for online literature smartpen. Built upon our existing AI tools available on the Writer Assistant Production short creation platform, this feature enables full text comprehension and a Q&A for works spanning tens of millions of words, offering valuable support for writing, plot development, and inspiration for long form content creation to address the pain points of the writers during their content creation process. This was launched in the first half.
Interactions between writers and AI have increased by 40%, driving daily activity, reverse of writer assistance up by over 40% year-over-year, with weekly AI usage approaching 70%.
[Foreign language].
[Foreign language].
[Foreign language].
In terms of visualization, as we have a pretty massive reserve of IP and AI technologies, we are exploring the production of AI short dramas and AI comic dramas adapted from a large number of mid-tier IPs, leveraging AI to visualize our text IPs with low cost and high efficiency. In terms of translation, we added more than 3,400 AI-translated works on our overseas reading platform Webnovel in the first half, bringing the total number of AI-translated works to over 7,200, representing around 70% of all Chinese translated works. In the first half, AI-translated works accounted for nearly 40% of Webnovel's top 200 best trailer list, and revenue from AI-translated titles increased by around 38% year-over-year, accounting for over 35% of total novel revenue on Webnovel.
In terms of tailoring to the needs of users, Qidian Reading has launched an intelligent book search feature that is able to deliver precise book recommendations based on vague keyword input or input of vague plots in the story within seconds. Since it's rolled out, the feature is highly appreciated by the users, and the click-through rate of top-tier work recommended by AI has increased by over 30% compared with before. Currently, we have more AI technologies and applications in development, and we will further announce these achievements when ready in the future. Thank you. Thank you.
There are no further questions at this time. I'll now hand back to Ms. Maggie Zhou for closing remarks.
Thank you, Operator. Due to time constraints, we'll now conclude today's call. On behalf of the entire China Literature Limited management team, I would like to thank you for your participation in today's conference call. If you have further questions about China Literature Limited, please feel free to contact us. Thank you and goodbye.