BUSINESS

Bilibili Posts First Annual Profit as Advertising Boom Lifts Results

Published: Mar. 6, 2026 3:56 a.m. GMT+8

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The milestone marks a major turnaround for Bilibili, which for years faced pressure to prove the sustainability of its business model. Photo: VCG

Chinese video platform Bilibili Inc. reported its first-ever annual profit, driven by surging advertising revenue and tighter cost controls that have placed the company on firmer financial footing.

For full-year 2025, Bilibili posted a net profit of 1.2 billion yuan ($174 million), reversing a loss a year earlier, according to financial results released Thursday. Total revenue rose 13% to 30.4 billion yuan. Shares of the company, listed in the U.S. and Hong Kong, jumped nearly 6% in premarket trading in New York following the announcement.

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Bilibili reported its first-ever annual profit in 2025: net profit of 1.2 billion yuan and 13% revenue growth to 30.4 billion yuan.
Advertising revenue surged 23% for the full year (10.1 billion yuan), while gaming revenue fell 14% in Q4; AI-powered advertising tools grew 180%.
Daily active users rose 10% year-on-year to 113 million in Q4 but declined from the previous quarter; user engagement and AI-assisted content increased significantly.

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Who’s Who

Bilibili Inc.: Bilibili Inc., a Chinese video platform, achieved its first annual net profit of 1.2 billion yuan in 2025, driven by a 27% surge in advertising revenue and enhanced cost controls. Although daily and monthly active users slightly decreased from the previous quarter, user engagement remained strong with an average of 107 minutes spent on the platform daily. The company plans to introduce AI-assisted creation tools in 2025.

ByteDance Ltd.: ByteDance Ltd. is mentioned as a competitor to Bilibili Inc. ByteDance operates Douyin, a rival platform in the video streaming market. The article highlights that Bilibili is gaining traction in monetization even while competing with platforms like Douyin.

Kuaishou: Kuaishou is mentioned as a competitor against Bilibili. Bilibili, a Chinese video platform, competes with various rivals, including ByteDance Ltd.'s Douyin and Kuaishou. This competition exists within the broader landscape of digital platforms in China.

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What Happened When

2025：: Bilibili posted its first-ever annual net profit of 1.2 billion yuan, reversing a loss from the previous year. Total revenue rose 13% to 30.4 billion yuan. Advertising revenue increased 23% to 10.1 billion yuan. Revenue from AI-powered advertising tools surged 180% from a year earlier. Average user daily usage reached 107 minutes, eight minutes longer than previous year. Viewing hours of AI-assisted content increased one hundredfold.

2025-10：: Bilibili launched its self-developed PC game 'Escape from Duckov.'

2025 Q4：: Bilibili's revenue increased 8% year-on-year to 8.3 billion yuan, while net profit surged 478% to 514 million yuan. Advertising revenue jumped 27% year-on-year to 3 billion yuan, and gaming revenue fell 14% year-on-year to 1.5 billion yuan. Daily active users reached 113 million, up 10% year-on-year but down from 117.3 million in Q3 2025. Monthly active users reached 366 million, up 8% year-on-year but 10 million fewer than the previous quarter.

2026-03-05：: Bilibili released its financial results for 2025 and held an earnings call. CEO Chen Rui attributed user growth to high-quality content and discussed upcoming AI-assisted creation tools to be launched in 2026.

AI generated, for reference only