Minsheng Securities·2025-11-16 13:49Investment Rating - The report initiates coverage with a "Buy" rating for Bilibili-W (9626.HK) [4] Core Insights - Bilibili's Q3 2025 results exceeded expectations, with revenue of 7.69 billion RMB, a year-over-year increase of 5%, and adjusted net profit of 790 million RMB, up 233% year-over-year, surpassing Bloomberg consensus by 22% [1] - The company is expected to benefit from its strategy of "self-developed quality products and global distribution," with a focus on improving profitability and operational efficiency [4] Financial Performance Summary - Q3 2025 revenue: 76.9 billion RMB, gross profit: 28.2 billion RMB, adjusted operating profit: 6.9 billion RMB, adjusted net profit: 7.9 billion RMB [1] - Q3 2025 advertising revenue: 25.7 billion RMB, a year-over-year increase of 23%, accounting for 33% of total revenue [3] - Q3 2025 value-added services revenue: 30.2 billion RMB, a year-over-year increase of 7% [3] - Forecasted revenues for 2025-2027 are 29.9 billion RMB, 32.7 billion RMB, and 35.9 billion RMB, respectively [5] User Metrics - Q3 2025 daily active users (DAU): 117 million, year-over-year increase of 9%; monthly active users (MAU): 376 million, year-over-year increase of 8% [1] - The number of creators earning revenue reached nearly 2.5 million, with average income per creator increasing by 22% year-over-year [1] Game Development Insights - Mobile game revenue in Q3 2025 was 15.1 billion RMB, a year-over-year decrease of 17% due to high base effects from the previous year [2] - Upcoming game releases include "Three Kingdoms: Hundred Generals Card" expected in Q1 2026 [2] Advertising and Marketing Trends - The advertising budget is expected to continue increasing, with significant growth in AI and education sector advertising [3] - During the "Double Eleven" shopping festival, the number of new customers increased by over 100% year-over-year [3]