Bilibili Q2 Net Profit Jumps 55% on 28% Advertising Growth
BILI is trading near its 52-week low of $15.79 (6.0% above the low) on elevated volume (2.6× avg).
Summary
Bilibili reported Q2 2026 net profit up 55% YoY to RMB339.1M, driven by 28% advertising revenue growth and a 16th straight quarter of gross margin expansion. The company also updated its share repurchase progress at US$118M year-to-date.
Key Events · Earnings and Guidance · BILI
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Q2 Net Profit Up 55% YoY
Net profit reached RMB339.1M (US$50.0M), up from RMB218.3M a year ago, with net margin improving to 4.3% from 3.0%.
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Advertising Revenue Surges 28%
Advertising revenue hit RMB3.13B (US$461.4M), the key growth driver, while total revenue rose 8% to RMB7.94B (US$1.17B).
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16th Consecutive Quarter of Margin Expansion
Gross margin reached 37.2%, up from 36.5% a year ago, while adjusted net profit rose 25% to RMB703.6M (US$103.7M).
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Mobile Games Revenue Declines 14%
Mobile games revenue fell to RMB1.39B due to a high base from San Guo: Mou Ding Tian Xia's exceptional prior-year performance.
Analysis · BILI · Technology
Bilibili delivered its strongest profitability quarter yet, with net profit surging 55% year over year to RMB339.1 million (US$50.0 million) on the back of a 28% jump in advertising revenue. Gross margin expanded for the 16th consecutive quarter to 37.2%, while adjusted net profit rose 25% to RMB703.6 million. The company also confirmed it has repurchased 5.8 million shares for approximately US$118 million year-to-date under its buyback programs, signaling management's commitment to returning capital. The only soft spot is mobile games revenue, down 14% due to a tough comparison against last year's hit title San Guo: Mou Ding Tian Xia.
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In the 30 days to Sep 12, 2026, 29.9% of the 1944 measured filings Wiseek scored 7 moved their stock by 5% or more by the next session's close. The median move was -0.15%. These are measured outcomes after filings of this importance, not a forecast for this one.
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At the time of this filing, BILI was trading at $16.74 on NASDAQ in the Technology sector, with a market capitalization of approximately $6.8B. The 52-week trading range was $15.79 to $36.40. This filing was assessed with positive market sentiment and an importance score of 7 out of 10.