26 August 2025 | 2:26AM HKT Bilibili Inc. (BILI) Buy 2Q25 review and NDR takeaways: stronger ads momentum, 2 banhao approvals improve game visibility; Buy | BILI | 12m Price Target: $26.30 | Price: $23.98 | Upside: 9.7% | | --- | --- | --- | --- | | 9626.HK | 12m Price Target: HK$205.00 | Price: HK$186.70 | Upside: 9.8% | We maintain Buy rating and refresh our estimates post Bili's 2Q25 result/NDR meeting with mgmt. We remain constructive on the name considering its ads growth profile is one of the fastest ...

Investment Rating - The report assigns a "Buy" rating for Bilibili Inc. (BILI) with a 12-month price target of $23.60, indicating a potential upside of 10.0% from the current price of $21.46 [1][17]. Core Insights - The management of Bilibili expressed confidence in delivering above-industry advertising growth in the coming years, supported by advancements in advertising technology and enhanced industry solutions [9][18]. - The gaming segment is expected to improve visibility with a new pipeline of games, including titles aimed at younger audiences and a long-term operational strategy for each game [9][22]. - The overall financial outlook shows significant revenue growth projections, with total revenue expected to increase from RMB 26,831.5 million in 2024 to RMB 36,608.4 million by 2027 [4][15]. Advertising Trends - Management highlighted a strong advertising growth trend, with key industries showing robust performance in 1H25, including a notable 82% year-over-year increase in related ad revenue [9][18]. - Specific advertising formats, such as splash screen ads and search performance ads, saw increases of 16% and 76% year-over-year, respectively, in 1H25 [18]. - The content-consumption industry experienced a 90% year-over-year increase in ad revenue, driven by significant growth in internet services and education sectors [18][19]. Gaming Strategy - Bilibili's gaming strategy focuses on developing games that resonate with young people's values and ensuring a long lifecycle of over five years for each title [9][22]. - Upcoming game releases include "Trickcal RE:VIVE" and "Escape from Duckov," with global launches planned for 2H25 [22][23]. - The company is shifting its monetization strategy towards cosmetic items, which has shown promising results in user engagement and revenue generation [23]. Financial Projections - Revenue is projected to grow at a compound annual growth rate (CAGR) of 19.1% from 2024 to 2025, with EBITDA expected to increase significantly from RMB 2,356.4 million in 2024 to RMB 4,531.7 million in 2025 [4][12]. - The earnings per share (EPS) is forecasted to turn positive by 2025, reaching RMB 5.63, with further growth anticipated in subsequent years [4][15]. - The report indicates a strong free cash flow yield, expected to rise from 2.3% in 2024 to 8.3% by 2027 [4][11]. Market Position - Bilibili's market capitalization is currently at $9.0 billion, with an enterprise value of $6.7 billion, positioning it favorably within the China Games, Entertainment, and Healthcare Tech sectors [4][11]. - The company has a strong advertising wallet share gain in the gaming sector, indicating a competitive edge against major players like Tencent and NetEase [18][19].

Investment Rating - The report assigns a "Buy" rating to Tencent, NetEase, Alibaba, Kuaishou, and Bilibili, indicating a favorable outlook for these companies [8][9][10]. Core Insights - Content consumption in the gaming and entertainment sectors has shown resilience compared to goods and services year-to-date, creating a high entry barrier for new competitors, benefiting established players like Tencent and NetEase [2][3]. - The outlook for AI has been tempered by lower-than-expected capital expenditure and cloud revenue growth, but confidence is expected to return with improved user statistics and cloud growth acceleration [2][3]. - E-commerce remains highly competitive, with the 618 shopping festival seen as a pivotal moment for food delivery services, impacting the competitive landscape [2][3]. Summary by Sections Investment Preferences - The report favors sub-sectors with higher earnings visibility and less exposure to macroeconomic conditions, particularly online games, with Tencent expected to benefit from robust earnings growth driven by popular titles and new launches [3][8]. - NetEase is also highlighted for its recovery in mobile game growth and new game launches, while Alibaba is noted for potential cloud growth acceleration that could enhance its AI valuation [3][8]. - Bilibili has been upgraded due to improved margin outlook and resilient performance in games and advertising, while Kuaishou is recognized for its growth visibility in ads and attractive valuation [3][8]. Company Valuations - Tencent's target price is set at HKD630.00, reflecting a 22% upside from its current price of HKD515.00, with a PE ratio of 20.1x for 2025 [9][24]. - NetEase's target price is USD150.00, indicating a 17% upside from USD128.63, with a PE ratio of 17.0x for 2025 [9][24]. - Alibaba's target price is USD176.00, suggesting a 47% upside from USD119.96, with a PE ratio of 17.0x for 2025 [9][24]. - Kuaishou's target price is HKD75.00, representing a 38% upside from HKD54.50, with a PE ratio of 15.0x for 2025 [9][24]. - Bilibili's target price is USD22.50, indicating a 22% upside from USD18.48, with a PE ratio of 27.1x for 2025 [9][24].