Chinese video platform Bilibili reported second-quarter 2026 revenue of RMB 7.94 billion, an 8% increase year-over-year, driven by a 28% surge in advertising revenue to RMB 3.13 billion. The company’s GAAP net profit rose 55% to RMB 339 million, while non-GAAP adjusted net profit climbed 25% to RMB 704 million.
Gross profit margin expanded to 37.2%, marking the 16th consecutive quarter of margin growth, while non-GAAP net profit margin widened to 8.9% from 7.6% a year earlier. Non-GAAP operating profit increased 21% to RMB 696 million, with an operating margin of 8.8%. Advertising accounted for 39% of total revenue, followed by value-added services at 37%, mobile games at 18%, and IP derivatives at 6%.
User engagement metrics showed steady growth, with daily active users rising 7% year-over-year to 117 million. Monthly active users totaled 371 million, while average daily time spent per user increased 7% to 113 minutes. Premium memberships reached 25.7 million, and fan charging income grew approximately 50% year-over-year. Cash and short-term investments stood at RMB 24.3 billion as of June 30, 2026.
Bilibili repurchased $118 million of its shares in 2026, and the company allocated RMB 1 billion for AI-related capital expenditures, with 70% to 80% deployed in the first half of the year primarily for server computing resources. Full-year AI research and development spending is expected to total approximately RMB 500 million.
The platform’s user base remains heavily skewed toward younger demographics, with 70% of Gen Z+ individuals in China using Bilibili as of May 2026. The average user age is 26.5 years, and 51% of users are female. Advertising and live commerce content accounted for 46% of daily active user interactions in the quarter.
Bilibili’s gaming segment reported mixed results, with mobile games revenue declining 14% year-over-year to RMB 1.39 billion. The company highlighted several upcoming titles, including the self-developed casual game "Lumi Master," scheduled for global release on September 17, 2026, alongside late-2026 launches of strategy games "Sanwang" and "Three Kingdoms: The Ravages of Time."
