2026年02月10日 证券研究报告 | 哔哩哔哩（9626.HK)深度 跨越盈利拐点，A I应用与游戏品类扩张加速商业化价值释放 公司研究 · 深度研究 传媒 · 传媒 投资评级：优于大市（维持评级） 财务越过盈亏平衡线，利润进入加速释放期。1）财务数据的质变是B站重要的拐点时刻。受惠于高毛利广告及游戏业务占比的提升，公司毛利率与净利率自2023年起持续改善， 成功在2024年Q3实现单季利润转正，并预计在2025年实现全年扭亏为盈，开启利润加速释放期 ；2）B站独特的PUGV生态使其在成本端具备天然优势：2024年内容成本仅占营收 的10%，远低于传统长视频平台。同时营销费用率已降至16%，表明平台已脱离"烧钱换增长"阶段，依靠内生社区动力即可实现用户的长效留存 ；3）在现金流方面，公司经营 性现金流于2023年转正，2025年前三季度进一步增长至53.08亿元，健康的自身造血能力结合持续优化的治理结构，正推动B站从流量平台向高利润商业体演进。 投资逻辑：短期具备安全边际，长线成长空间持续打开；1）我们维持盈利预测，维持"优于大市"评级。预计公司2025/26/27年经调后净利润分别为25.48/33.6 ...

Investment Rating - The investment rating for the company is "Outperform the Market" (maintained) [2] Core Insights - The company is crossing the profitability inflection point, with accelerated commercialization of AI applications and game category expansion [2] - Bilibili has successfully transformed from a niche community platform to a leading PUGC video platform, achieving historical highs in MAU and DAU, with 376 million and 117 million respectively as of Q3 2025 [4][23] - The business structure is optimized with dual drivers of advertising and gaming, contributing to revenue elasticity [5] - Financial performance has improved significantly, with the company achieving positive net profit in Q3 2024 and expected to turn profitable for the full year 2025 [6] Company Overview - Bilibili, established in 2009, has evolved into the largest PUGC video platform in China, characterized by a high barrier to entry and strong user engagement [4][16] - The platform has successfully expanded its user demographic, with the average user age increasing from 21 in 2018 to 26 currently, tapping into the Z+ generation [4] Business Structure - The company's revenue sources include value-added services, advertising, gaming, and IP derivatives, with value-added services being the largest revenue contributor [5][40] - Advertising revenue grew by 21% year-on-year in the first three quarters of 2025, significantly outperforming the industry average [5][52] - The gaming segment has seen a resurgence with the launch of the popular SLG mobile game "Three Kingdoms: Strategize the World," contributing to a substantial increase in gaming revenue [5][55] Financial Performance - The company's revenue has shown consistent growth, with total revenue expected to reach 26.83 billion yuan in 2024, reflecting a 19% year-on-year increase [70] - The gross margin and net margin have been improving since 2023, with the company achieving a quarterly profit for the first time in Q3 2024 [6][70] - Operating cash flow turned positive in 2023, indicating a healthy self-sustaining business model [6][75] Investment Logic - The company maintains its profit forecast, expecting adjusted net profits of 2.548 billion, 3.366 billion, and 4.576 billion yuan for 2025, 2026, and 2027 respectively, with corresponding PE ratios of 36, 27, and 23 [7] - The potential for growth in gaming and advertising is being enhanced by AI technology and a comprehensive content strategy, with significant upside potential in advertising revenue [7][100]

Investment Rating - The investment rating for the company is "Outperform" (maintained) [2] Core Insights - The company has crossed the profitability inflection point, with accelerated commercialization of AI applications and expansion in gaming categories [2] - Bilibili has established itself as the leading PUGV platform in China, successfully transitioning from a niche community to a comprehensive video platform, with a strong user base and high engagement metrics [4] - The business structure has been optimized, with advertising and gaming driving revenue growth, showcasing resilience and flexibility in revenue generation [5] - Financial performance has improved significantly, with the company expected to achieve profitability in 2025, marking a pivotal moment in its financial trajectory [6] - The investment logic indicates a short-term safety margin and long-term growth potential, with projected net profits for 2025, 2026, and 2027 at 2.548 billion, 3.366 billion, and 4.576 billion RMB respectively [7] Company Overview - Bilibili, founded in 2009, has evolved into the largest PUGC video platform in China, characterized by a high barrier to entry and strong user engagement [4][16] - As of Q3 2025, the platform's MAU and DAU reached 376 million and 117 million respectively, both historical highs, indicating strong user loyalty [4][23] Business Structure - The company's revenue is diversified across four main segments: value-added services, advertising, gaming, and IP derivatives, with value-added services being the largest revenue source [5][40] - Advertising revenue grew by 21% year-on-year in the first three quarters of 2025, significantly outperforming the industry average [5][52] Financial Performance - The company achieved a significant turnaround in financial performance, with a quarterly profit in Q3 2024 and expectations for full-year profitability in 2025 [6][70] - Operating cash flow turned positive in 2023, with further growth to 5.308 billion RMB in the first three quarters of 2025, indicating strong self-sustaining capabilities [6][70] User Ecosystem - The user demographic has expanded, with the average age increasing from 21 in 2018 to 26 in 2024, indicating a broader appeal and potential for monetization [88] - Monthly active paid users reached 35 million, reflecting a strong conversion of users into paying customers [88] Gaming Business - The gaming segment has seen a strategic shift from a focus on niche genres to broader IP categories, with the successful launch of the SLG game "Three Kingdoms: Strategy" contributing significantly to revenue growth [55][99] - The gaming revenue for the first three quarters of 2025 reached approximately 48.54 billion RMB, a year-on-year increase of nearly 27% [99] Advertising Business - The advertising segment has shown consistent growth, with revenue increasing from 0.817 billion RMB in 2019 to 8.189 billion RMB in 2024, and a 21% increase in the first three quarters of 2025 [52][70] Cost Management - Content costs are significantly lower than traditional long-video platforms, with only 10% of revenue allocated to content costs in 2024, compared to 75% for competitors [6][75] - The sales and marketing expense ratio has decreased to 16% in 2024, indicating a shift away from aggressive spending for growth [80]