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    Bilibili (BILI) Is Up 9.4% After Return To Profitability And AI Push - Has The Bull Case Changed?

    Simply Wall St·01/08/2026 17:28:21
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    • In recent quarters, Bilibili has shifted from losses to profitability, with positive EBIT, expanding gross margins, stronger advertising revenue growth, and management launching a share buyback program alongside AI-powered content and monetization tools.
    • This profitability turn, supported by improving operating efficiency and disciplined content spending, suggests a business model increasingly focused on sustainable cash generation rather than pure user growth.
    • We’ll now examine how Bilibili’s return to profitability and expanding ad business reshape its existing investment narrative and future risk-reward profile.

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    Bilibili Investment Narrative Recap

    To own Bilibili, you need to believe its shift to consistent profitability, stronger advertising and AI tools can offset slower user growth and China focused exposure. Recent quarterly results and analyst commentary largely reinforce that near term, the key catalyst remains ad revenue traction, while the biggest risk is still execution in games and regulatory uncertainty around content and licensing, both of which the new information does not materially change.

    Among the recent developments, Bilibili’s confirmation of positive net income in Q3 2025 and continued share buybacks stands out alongside the latest reports of expanding ad revenue and improving margins. Together, they highlight how the investment case is increasingly tied to sustainable earnings and cash generation rather than purely to headline user metrics or blockbuster game launches.

    Yet, against this improving profitability story, investors should be aware of how concentrated exposure to China’s youth audience and shifting content regulation could...

    Read the full narrative on Bilibili (it's free!)

    Bilibili's narrative projects CN¥38.4 billion revenue and CN¥3.4 billion earnings by 2028. This requires 9.3% yearly revenue growth and an earnings increase of about CN¥3.2 billion from CN¥220.3 million.

    Uncover how Bilibili's forecasts yield a $30.04 fair value, a 12% upside to its current price.

    Exploring Other Perspectives

    BILI 1-Year Stock Price Chart
    BILI 1-Year Stock Price Chart

    Five members of the Simply Wall St Community see Bilibili’s fair value between US$22.76 and US$36.87, reflecting a wide spread of expectations. You are weighing these against a story that now leans heavily on ad monetization and disciplined content spending to support profitability over time, which makes it even more important to compare several viewpoints before deciding how this fits into your portfolio.

    Explore 5 other fair value estimates on Bilibili - why the stock might be worth as much as 37% more than the current price!

    Build Your Own Bilibili Narrative

    Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

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    This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.