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Baidu Inc's Business Segments
Baidu Inc's reported revenue by business segment and by geographic region, quarterly and annual, normalized against the consolidated income statement. Free below: the top 3 rows per table, this quarter and this fiscal year. Subscriber access adds the full segment history and operating income by segment.
Segment Data As of 2025 ((Dec 31 2025))
Reportable Segments
2
Largest Segment
Baidu Core Business
Total Revenue
$ 17,960
Regions Reported
-
Annual Results
Revenue Share by Reportable Segment - FY2025
- Baidu Core Business81.6%
- i QIYI21.7%
Revenue by Reportable Segment - FY2025
| Segment | Revenue (Millions) | % of Total |
|---|---|---|
| Baidu Core Business | $ 14,655 | 81.6% |
| i QIYI | $ 3,902 | 21.7% |
Revenue by Product & Service Category - FY2025
- Online Marketing Services54%
- Other Revenue Other48.8%
Revenue by Product & Service Category - FY2025
| Category | Revenue (Millions) | % of Total |
|---|---|---|
| Online Marketing Services | $ 9,701 | 54% |
| Other Revenue Other | $ 8,757 | 48.8% |
Product and service categories are a supplemental disclosure and are not required to sum to consolidated revenue or to the reportable segments above.
Description of Baidu Inc
We are the leading Chinese language internet search provider. In 2017, we updated
our mission statement to be that “Baidu aims to make a complex world simpler
through technology.” We aim to achieve this mission through our two-pillar
strategy: strengthening our mobile foundation and leading in artificial intelligence
(AI).
Baidu Inc. established in 2000, has evolved into one of the leading technology companies in China, primarily recognized for its internet-related products and services. Below is a comprehensive examination of the various segments, products, and services that Baidu offers, emphasizing their commitment to delivering cost-effective and targeted marketing solutions.
Online Marketing Services
A significant portion of Baidus revenue is derived from its online marketing services, which are tailored to meet the needs of its clients. These services leverage search queries, audience attributes, contextual relevance, and various media placements to effectively reach users. The primary online marketing services include:
1. Online Marketing Services Based on Search Queries
Online marketing services based on search queries utilize keyword-targeting techniques to trigger advertisements based on user search behavior. The main components include:
- P4P (Pay for Performance) Services: This service operates on an auction basis where advertisers bid for placements of their sponsored links. Advertisers pay when users click on their links, directing traffic to their sites. Advertisers can set daily budgets and target specific users based on geographic locations and time of day.
- BrandZone: This product allows advertisers to showcase their brand through prominently displayed ads, integrating text, images, and videos on Baidu’s search results and vertical search engines. This product aims to increase brand visibility and engagement.
The technology supporting these services, notably Phoenix Nest, is continuously enhanced. It aims to optimize the relevance of advertisements using AI and resources like Baidu Encyclopedia to improve targeting and conversion rates. Innovations include:
- Dynamic Ads: These use product and user data to create personalized advertisements that enhance ROI.
- Lead Generation Products: Utilizing AI, these systems suggest relevant services or consultations based on user needs, significantly improving conversion rates.
Online Marketing Services through Baidu Feed
Baidu Feed provides image or video-based advertising opportunities embedded within user feeds. This service allows advertisers to target specific users through data analytics, ensuring that the right audience sees their content. Clients are charged based on engagement metrics such as click-through rates.
Online Marketing Services Based on Contextuals, Audience Attributes, Media, and Placement Attributes
This segment includes a sophisticated programmatic marketing transaction system incorporating:
- Supply-Side Platform (SSP): This component manages ad inventory effectively, optimizing ad placements in relation to content and audience characteristics.
- Demand-Side Platform (DSP): This platform allows advertisers to purchase media programmatically, facilitating streamlined ad buying processes.
- Baidu Exchange Service (BES): This combines DSPs capabilities with Baidu’s extensive traffic resources to provide lucrative ad placements.
- Data Management Platform (DMP): DMP consolidates data from various sources to improve marketing effectiveness, ensuring that advertising campaigns reach the intended audiences accurately and efficiently.
Other Products and Services
1. Baidu Cloud
Baidu Cloud delivers a range of cloud-based services that include:
- Infrastructure as a Service (IaaS): Providing virtualized computing resources over the internet.
- Platform as a Service (PaaS): A platform allowing developers to build and host applications without needing the underlying infrastructure.
- Software as a Service (SaaS): Offering fully hosted software solutions that can be accessed via the cloud.
- AI as a Service (AI2B): Providing AI-driven services for various business applications, enhancing operational efficiency.
Baidu Cloud also includes additional services such as data analysis, multimedia services, IoT solutions, and support for digital marketing.
Autonomous Driving
Baidu has invested heavily in autonomous driving technology, seeing it as a key area for future growth. Its flagship project, Apollo, is an open-source autonomous driving platform and has received support from both private and governmental sectors. Key technological achievements include:
- High-Precision Localization: Essential for navigating complex environments.
- Environment Sensing and Behavior Prediction: Techniques that enable vehicles to understand their surroundings and anticipate actions.
The Apollo platform has over 90 global and domestic partners, indicating Baidus commitment to building a robust autonomous driving ecosystem.
iQIYI
iQIYI is Baidus video streaming platform and represents a powerful segment of its business. Key features include:
- Original and Partner-generated Content: iQIYI provides a vast array of content appealing to a wide audience.
- Revenue Streams: It generates income through subscriptions, advertising, and IP licensing.
By the end of 2017, iQIYI reported significant user engagement statistics, reflecting its dominance in the online entertainment market in China.
Conclusion
Baidu Inc. offers a diverse and extensive range of segments, products, and services, primarily focused on enhancing online marketing and leveraging its technological prowess across various domains. Through innovations in AI, cloud computing, autonomous systems, and digital entertainment, Baidu continues to position itself as a leader in the competitive landscape of tech in China.
Online Marketing Services
A significant portion of Baidus revenue is derived from its online marketing services, which are tailored to meet the needs of its clients. These services leverage search queries, audience attributes, contextual relevance, and various media placements to effectively reach users. The primary online marketing services include:
1. Online Marketing Services Based on Search Queries
Online marketing services based on search queries utilize keyword-targeting techniques to trigger advertisements based on user search behavior. The main components include:
- P4P (Pay for Performance) Services: This service operates on an auction basis where advertisers bid for placements of their sponsored links. Advertisers pay when users click on their links, directing traffic to their sites. Advertisers can set daily budgets and target specific users based on geographic locations and time of day.
- BrandZone: This product allows advertisers to showcase their brand through prominently displayed ads, integrating text, images, and videos on Baidu’s search results and vertical search engines. This product aims to increase brand visibility and engagement.
The technology supporting these services, notably Phoenix Nest, is continuously enhanced. It aims to optimize the relevance of advertisements using AI and resources like Baidu Encyclopedia to improve targeting and conversion rates. Innovations include:
- Dynamic Ads: These use product and user data to create personalized advertisements that enhance ROI.
- Lead Generation Products: Utilizing AI, these systems suggest relevant services or consultations based on user needs, significantly improving conversion rates.
Online Marketing Services through Baidu Feed
Baidu Feed provides image or video-based advertising opportunities embedded within user feeds. This service allows advertisers to target specific users through data analytics, ensuring that the right audience sees their content. Clients are charged based on engagement metrics such as click-through rates.
Online Marketing Services Based on Contextuals, Audience Attributes, Media, and Placement Attributes
This segment includes a sophisticated programmatic marketing transaction system incorporating:
- Supply-Side Platform (SSP): This component manages ad inventory effectively, optimizing ad placements in relation to content and audience characteristics.
- Demand-Side Platform (DSP): This platform allows advertisers to purchase media programmatically, facilitating streamlined ad buying processes.
- Baidu Exchange Service (BES): This combines DSPs capabilities with Baidu’s extensive traffic resources to provide lucrative ad placements.
- Data Management Platform (DMP): DMP consolidates data from various sources to improve marketing effectiveness, ensuring that advertising campaigns reach the intended audiences accurately and efficiently.
Other Products and Services
1. Baidu Cloud
Baidu Cloud delivers a range of cloud-based services that include:
- Infrastructure as a Service (IaaS): Providing virtualized computing resources over the internet.
- Platform as a Service (PaaS): A platform allowing developers to build and host applications without needing the underlying infrastructure.
- Software as a Service (SaaS): Offering fully hosted software solutions that can be accessed via the cloud.
- AI as a Service (AI2B): Providing AI-driven services for various business applications, enhancing operational efficiency.
Baidu Cloud also includes additional services such as data analysis, multimedia services, IoT solutions, and support for digital marketing.
Autonomous Driving
Baidu has invested heavily in autonomous driving technology, seeing it as a key area for future growth. Its flagship project, Apollo, is an open-source autonomous driving platform and has received support from both private and governmental sectors. Key technological achievements include:
- High-Precision Localization: Essential for navigating complex environments.
- Environment Sensing and Behavior Prediction: Techniques that enable vehicles to understand their surroundings and anticipate actions.
The Apollo platform has over 90 global and domestic partners, indicating Baidus commitment to building a robust autonomous driving ecosystem.
iQIYI
iQIYI is Baidus video streaming platform and represents a powerful segment of its business. Key features include:
- Original and Partner-generated Content: iQIYI provides a vast array of content appealing to a wide audience.
- Revenue Streams: It generates income through subscriptions, advertising, and IP licensing.
By the end of 2017, iQIYI reported significant user engagement statistics, reflecting its dominance in the online entertainment market in China.
Conclusion
Baidu Inc. offers a diverse and extensive range of segments, products, and services, primarily focused on enhancing online marketing and leveraging its technological prowess across various domains. Through innovations in AI, cloud computing, autonomous systems, and digital entertainment, Baidu continues to position itself as a leader in the competitive landscape of tech in China.