Baidu is a Chinese technology company best known for its search and information services, along with fast-growing investments in AI and cloud. Founded in January 2000 by Robin Li and Eric Xu, Baidu is headquartered in Beijing and operates a portfolio that includes its core “Baidu Core” business (search, feed, marketing services, AI cloud, and more) and iQIYI (online entertainment).
In recent years, Baidu has emphasized “AI-first” upgrades across its products, including AI-enhanced search experiences, creator and merchant tools within its mobile ecosystem, and enterprise AI cloud offerings.
Answer box: Baidu’s latest audited full-year results (FY 2024) show RMB133.1B ($18.24B) in total revenue and RMB23.76B ($3.26B) net income attributable to Baidu, Inc. Baidu also reported 679M Baidu App monthly active users (MAUs) in December 2024, RMB21.9B ($3.0B) in Baidu Core cloud services revenue, and about 35,900 full-time employees at year-end.
Sources: Baidu FY 2024 results announcement and Baidu Annual Report 2024 (HKEX / extracted Form 20-F sections).
Key metrics table (latest available)
All figures below are company-reported for the year ended December 31. Revenue and profit are shown in RMB (millions) where noted, with select USD equivalents where Baidu provides them in its reporting.
| Metric | 2024 | 2023 | 2022 |
|---|---|---|---|
| Total revenue (RMB) | RMB133.125B | RMB134.598B | RMB123.675B |
| Net income attributable to Baidu, Inc. (RMB) | RMB23.760B | RMB20.315B | RMB7.559B |
| Baidu Core revenue (RMB) | RMB104.7B | — | — |
| Online marketing revenue (RMB) | RMB73.0B | — | — |
| Non-online marketing revenue (RMB) | RMB31.7B | — | — |
| iQIYI revenue (RMB) | RMB29.2B | RMB31.9B | — |
| Baidu App MAU (December) | 679M | — | — |
| Employees (year-end) | ~35,900 | ~39,800 | ~41,300 |
Sources:
Baidu: Q4 & Full Year 2024 Results Announcement (HKEX PDF) and
Baidu Annual Report 2024 (HKEX PDF).
What the numbers mean
1) Baidu is balancing ad exposure with growing “non-marketing” revenue
For full-year 2024, Baidu reported Baidu Core revenue of RMB104.7B, including RMB73.0B from online marketing and RMB31.7B from non-online marketing revenue. The company noted that non-online marketing revenue growth was mainly driven by its AI Cloud business.
2) Cloud services have become a key part of the Baidu Core mix
In the annual report’s management discussion, Baidu reported Baidu Core cloud services revenue of RMB21.9B ($3.0B) in 2024. This is a useful reference point when tracking Baidu’s shift toward enterprise and AI infrastructure revenue streams.
3) Baidu App remains a massive distribution layer
Baidu reported 679M Baidu App MAUs in December 2024. For advertisers, merchants, and content partners, this matters because the mobile ecosystem is where search, feed, creator tools, and “open platform” services can turn traffic into transactions.
Other notable Baidu facts (company-reported)
- Apollo Go robotaxi: Baidu said accumulated public rides provided by Apollo Go exceeded 9 million in January 2025, and it began 100% fully driverless operations across China starting February 2025.
- Managed Page: Baidu reported Managed Page accounted for 48% of Baidu Core’s online marketing revenue in 2024.
Source: Baidu Annual Report 2024 (HKEX PDF)
FAQ
What is “Baidu Core”?
Baidu Core is Baidu’s primary business, which includes search and information services, its mobile ecosystem, online marketing services, and non-marketing revenue streams such as AI Cloud and other services described in Baidu’s reporting.
What is the difference between online marketing and non-online marketing revenue?
Online marketing revenue generally refers to advertising and performance marketing sold across Baidu’s platforms. Non-online marketing revenue includes other Baidu Core revenue streams (which Baidu notes are driven in part by AI Cloud).
How many people use the Baidu App?
Baidu reported 679 million monthly active users (MAUs) for Baidu App in December 2024.
How much revenue does Baidu make from cloud services?
In its annual report management discussion, Baidu reported Baidu Core cloud services revenue of RMB21.9B ($3.0B) in 2024.
How many employees does Baidu have?
Baidu reported approximately 35,900 full-time employees as of December 31, 2024.