Bilibili Management
Management criteria checks 3/4
Bilibili's CEO is Rui Chen, appointed in Nov 2014, has a tenure of 11.83 years. total yearly compensation is CN¥254.38M, comprised of 0.8% salary and 99.2% bonuses, including company stock and options. directly owns 11.48% of the company’s shares, worth $742.59M. The average tenure of the management team and the board of directors is 11.8 years and 11.7 years respectively.
Key information
Rui Chen
Chief executive officer
CN¥254.4m
Total compensation
| CEO salary percentage | 0.83% |
| CEO tenure | 11.8yrs |
| CEO ownership | 11.5% |
| Management average tenure | 11.8yrs |
| Board average tenure | 11.7yrs |
Recent management updates
Recent updates
Narrative Update • Sep 03
BILI: AI Advertising And Buybacks Will Support Future Upside
Analysts have trimmed their fair value estimate for Bilibili to about $27, down from roughly $30, citing slightly higher discount assumptions, a lower projected profit margin, and a more conservative future P/E multiple, even as they reference recent Street research that highlights the new $300m share repurchase program as a potential short term support for the stock. What's in the News for Bilibili Bilibili reported Q2 2026 revenue of ¥7.94b and adjusted EPS of ¥1.58, which were above analyst estimates.Seeking Alpha • Aug 27
Bilibili Q2: Market Is Mispricing Long-Term Flywheel
Summary Bilibili Inc. remains a compelling Buy as its growth narrative is reinforced by Q2 results, despite recent share price weakness. Q2 saw 8% revenue growth, a 7% DAU increase, and 28% ad revenue growth, highlighting strong user engagement and monetization potential. Operating leverage is improving as expenses remain flat while gross profit rises, supporting future margin expansion and value creation. BILI stock valuation is attractive at 15x forward earnings and 7.7x forward EBITDA, offering a significant margin of safety given BILI's long-term growth prospects. Read the full article on Seeking Alpha
Narrative Update • Jun 17
BILI: AI Advertising Momentum Will Support Higher Future Stock Fair Value
For Bilibili, the updated analyst fair value estimate has shifted to $36.21 from $37.90 as analysts factor in stronger advertising momentum, a slightly higher assumed P/E multiple and revenue growth. This is offset by lower margin expectations and a higher discount rate.Narrative Update • Jun 03
BILI: AI Advertising And Q4 Games Pipeline Will Support Future Upside
Bilibili's analyst fair value estimate has been trimmed by about $1.36 to $29.65, as analysts factor in slightly higher discount rates and a modestly softer profit margin outlook, while still highlighting support from advertising momentum, a healthier Q4 games pipeline and ongoing AI related investment. Analyst Commentary Street research around Bilibili has recently tilted more constructive, with several firms adjusting ratings and targets while debating how much to pay for the stock against its execution on advertising, games and AI related investment.Narrative Update • May 09
BILI: AI Investment And Share Pullback Will Support Future Engagement Upside
Analysts have nudged Bilibili's price target higher to $31.00 from about $30.65, citing recent upgrades that highlight the company's increased AI investments, expectations for steadier revenue growth, and improving profitability. Some firms continue to take a more measured view, however, with slightly lower individual targets such as $35 from $27.Narrative Update • Apr 21
BILI: AI Engagement And Margin Execution Will Support Higher Future Fair Value
The updated analyst price target for Bilibili now points to a slightly lower fair value of about $37.90 per share versus $38.81 previously, as analysts factor in higher expected revenue growth and profit margins, along with a lower future P/E assumption and a modestly higher discount rate following recent upgrades that cite AI investment and user engagement trends. Analyst Commentary Recent Street research has tilted more positive on Bilibili, with several bullish analysts shifting their views to more constructive stances and updating price targets.Narrative Update • Apr 07
BILI: AI Investment And Share Pullback Will Support Future Profit Recovery
Analysts have trimmed their fair value estimate for Bilibili by about $0.48 to $30.65, reflecting slightly more conservative assumptions on growth and margins, while recent upgrades highlight renewed interest tied to AI investment and the recent share price pullback. Analyst Commentary Recent research opinions on Bilibili cluster around its renewed focus on AI, recent share price pullback, and updated valuation targets.
Narrative Update • Mar 24
BILI: AI Spending Will Support Engagement While Execution Risk And Pricing Persist
Analysts have slightly reduced Bilibili's fair value estimate while maintaining a relatively high future P/E assumption. This reflects a modestly lower blended price target after BofA's $1 cut and JPMorgan's upgrade to $35, based on increased AI investment and anticipated support for user engagement and advertising revenue.Narrative Update • Mar 08
BILI: Moderated Long Term Outlook Will Still Face Execution Risk And Rich Pricing
Analysts have reduced their price target on Bilibili from about $23.75 to about $23.12 as they now apply a slightly higher discount rate, assume more moderate revenue growth and profit margins, and use a richer future P/E multiple in their models. What's in the News Bilibili has scheduled a board meeting for Mar 05, 2026 to consider approving its unaudited financial results for the fourth quarter and fiscal year ended Dec 31, 2025 (company event filing).Narrative Update • Feb 20
BILI: Slightly Better Forecasts Will Still Face Execution Risk And Rich Pricing
Analysts have nudged their Bilibili price target slightly higher to $23.75 from $23.12, reflecting updated assumptions for revenue growth, profit margins, discount rate and future P/E that, taken together, point to a modestly stronger fundamental outlook in their models. What's in the News Bilibili has scheduled a board meeting for Mar 5, 2026, to review and consider approval of its unaudited financial results for the fourth quarter of 2025 and the full fiscal year ended Dec 31, 2025 (company event filing).Narrative Update • Feb 06
BILI: Higher Fair Value Hinges On Recovering Q4 Gaming Revenue
Analysts have nudged their fair value estimate for Bilibili higher from about US$34.62 to US$38.81, citing a recent Street target move to US$27, a view that Q3 was "decent," and expectations for slightly recovering gaming revenue in Q4, along with a higher assumed future P/E multiple and updated margin outlook. Analyst Commentary Recent Street research reflects a more constructive tone on Bilibili, with some bullish analysts adjusting their numbers higher while still acknowledging valuation questions.Narrative Update • Jan 22
BILI: Gaming Recovery And Buybacks Will Support Balanced Future Share Performance
Analysts have nudged their fair value estimate for Bilibili higher, with the updated price target moving from about US$30.04 to around US$31.14. This is supported by recent research that cites a "decent" Q3 report and expectations for slightly recovering gaming revenue in Q4, even as some still flag valuation as demanding.Analysis Article • Jan 13
Subdued Growth No Barrier To Bilibili Inc. (NASDAQ:BILI) With Shares Advancing 29%
Bilibili Inc. ( NASDAQ:BILI ) shares have had a really impressive month, gaining 29% after a shaky period beforehand...Narrative Update • Jan 08
BILI: Games Recovery Hopes Will Face Tighter Execution Risk And Rich Pricing
Narrative Update: Bilibili Analyst Price Target Shift Analysts have nudged their fair value estimate for Bilibili higher from about US$22.82 to roughly US$23.12. This reflects updated views on recovering gaming revenue, recent title performance and a revised future P/E assumption following the latest Q3 review and near term game launch catalysts.Narrative Update • Dec 22
BILI: Games Recovery Will Test Sustainability Amid Fairly Balanced Risk Profile
Analysts have nudged their fair value estimate for Bilibili higher from approximately $22.18 to $22.82, citing a recovery in gaming revenues and an improving games up cycle that supports slightly faster growth and margins, despite a still demanding valuation. Analyst Commentary Recent Street research on Bilibili reflects a mixed but cautious stance, with rising price targets tempered by concerns around valuation and the durability of the current games led recovery.Narrative Update • Dec 08
BILI: Upcoming Games Upswing Will Drive Renewed Bullish Share Momentum
The analyst price target for Bilibili has edged higher by about $0.11 per share as analysts factor in a modestly lower discount rate and improved visibility on a games-led recovery following a solid Q3 and stronger-than-expected performance from recent titles. Analyst Commentary Recent Street research reflects a more constructive outlook on Bilibili as its games pipeline begins to show tangible traction, but also highlights lingering concerns around valuation and execution risk.Narrative Update • Nov 24
BILI: Upcoming Game Launches Will Drive Renewed Upside Momentum
Bilibili's analyst price target has increased from approximately $28.85 to $29.93. Analysts point to improved gaming revenue forecasts and positive sales momentum as primary drivers of the upward revision.Narrative Update • Nov 07
BILI: Upcoming Game Releases And Cost Controls Will Shape Earnings Outlook
Bilibili's analyst price target has been raised slightly to $28.85, reflecting increased optimism among analysts. This outlook is based on stronger-than-expected performance in the games business and upcoming catalysts from new releases.Narrative Update • Oct 23
Gaming Momentum And Ad Strength Will Drive Digital Entertainment’s Next Phase
Bilibili's analyst fair value target has been raised modestly to $28.51 from $28.11. This change reflects stronger-than-expected recent game performance as well as continued resilience in advertising and user engagement, according to analysts.Narrative Update • Oct 09
AI Adoption And Gen Z Will Fuel Digital Entertainment
Bilibili’s analyst price target has been adjusted slightly higher to $28.11. Analysts cite healthy user engagement and supportive ad momentum, which offset modest declines in expected gaming revenue.Analysis Article • Oct 03
Bilibili Inc.'s (NASDAQ:BILI) 29% Price Boost Is Out Of Tune With Revenues
Despite an already strong run, Bilibili Inc. ( NASDAQ:BILI ) shares have been powering on, with a gain of 29% in the...Narrative Update • Aug 27
AI And Mobile Gaming Expansion Will Open New Revenue Opportunities
Bilibili’s consensus price target increased modestly as analysts cited robust user engagement, strong advertising revenue growth, and better-than-expected profitability driven by lower expenses, though valuation is now seen as fair after recent gains, raising the target from $26.57 to $27.54. Analyst Commentary Near-term game revenue is expected to decline due to a high prior-year base and limited catalysts from major new game launches in H2 2025.Seeking Alpha • Apr 18
Bilibili: Still A Buy With A Vast Runway For User Expansion In The Massive Chinese Market
Summary Bilibili is poised to benefit from the shift towards local Chinese content and the rise of social commerce, creating a strong user momentum and monetization potential. The company continues to grow users as well as time spent on the Bilibili platform. It has a massive runway for growth, with current penetration at less than 10% of the Chinese population. Bilibili's mobile gaming segment is rapidly expanding, contributing significantly to revenue and drawing more users to its platform. The stock trades at just over 1x forward revenue, less than local peers like Alibaba and substantially less than U.S. Internet giants. Read the full article on Seeking AlphaSeeking Alpha • Feb 24
Bilibili: From Profitability Milestone To Potential Re-Rating
Summary Bilibili reported its first-ever quarterly profit, driven by strong financial and operating metrics, suggesting a potential inflection point for the company's fundamentals. The company's niche focus on Gen-Z and younger users, along with improved ad efficiency and gaming revenue growth, underscores its strong ecosystem and stickiness. Valuation could revert to historical mean; if BILI trades at 2.5x forward EV/Revenue, shares could see a 42% upside to $31/share. Risks include failure to maintain consistent profitability, which could lead to a valuation closer to video-streaming peers, implying a 33% downside. Read the full article on Seeking AlphaSeeking Alpha • Jan 05
Bilibili: Ripe Time To Buy As Gaming Monetization Surges
Summary Bilibili offers tremendous growth potential, significant increases in daily active users and time spent on the platform. The platform's user base skews young, with 65% of China's Gen Z active. This, in turn, has enabled "social commerce" and significant advertising revenue gains. Gaming has been a major hotspot as well, with revenue jumping 84% y/y, now comprising 25% of total revenue. The company is capitalizing on the trend of gaming live-streams. I'm rating Bilibili stock at a buy, as it offers "growth at a reasonable price" while also giving me exposure to international stocks that are better-valued than U.S. counterparts. Read the full article on Seeking Alpha
New Narrative • Nov 28
High-Margin Strategy Games And AI-Driven Ads Propel Long-Term Revenue Growth
Bilibili diversifies successfully into high-margin game genres, boosting revenue potential through expanded content and international launches.Seeking Alpha • Aug 26
Bilibili Is A Buy On Favorable Top Line And Profitability Outlook (Rating Upgrade)
Summary Bilibili's Q2 2024 net loss was narrower than expected, and the company is expected to report positive normalized earnings by the third quarter. BILI's near-term top-line growth prospects are strong, taking into account the significant +25% QoQ increase in its deferred revenue balance. Bilibili's top line and profitability outlook are sufficiently favorable to support a Buy rating for the stock. Read the full article on Seeking AlphaSeeking Alpha • Mar 08
Bilibili Stock Downgraded To Sell After Assessing Q4 Earnings
Summary Bilibili Inc. released its fourth-quarter earnings on Thursday, missing out on its bottom-line target. Bilibili stock's volatile behavior suggests investors are clearly in disagreement by Bilibili's earnings miss, which has become a common theme for the company. Although Bilibili's advertising and value-added services are growing, we think its gaming business can create an overhang. Key metrics such as the price-to-sales ratio and China's elevated market risk premium suggest that BILI stock is grossly overvalued. Read the full article on Seeking AlphaCEO Compensation Analysis
| Date | Total Compensation | Salary | Company Earnings |
|---|---|---|---|
| Jun 30 2026 | n/a | n/a | CN¥2b |
| Mar 31 2026 | n/a | n/a | CN¥1b |
| Dec 31 2025 | CN¥254m | CN¥2m | CN¥1b |
| Sep 30 2025 | n/a | n/a | CN¥770m |
| Jun 30 2025 | n/a | n/a | CN¥220m |
| Mar 31 2025 | n/a | n/a | -CN¥607m |
| Dec 31 2024 | CN¥254m | CN¥2m | -CN¥1b |
| Sep 30 2024 | n/a | n/a | -CN¥3b |
| Jun 30 2024 | n/a | n/a | -CN¥4b |
| Mar 31 2024 | n/a | n/a | -CN¥5b |
| Dec 31 2023 | CN¥246m | CN¥2m | -CN¥5b |
| Sep 30 2023 | n/a | n/a | -CN¥5b |
| Jun 30 2023 | n/a | n/a | -CN¥5b |
| Mar 31 2023 | n/a | n/a | -CN¥6b |
| Dec 31 2022 | CN¥246m | CN¥1m | -CN¥7b |
| Sep 30 2022 | n/a | n/a | -CN¥8b |
| Jun 30 2022 | n/a | n/a | -CN¥9b |
| Mar 31 2022 | n/a | n/a | -CN¥8b |
| Dec 31 2021 | CN¥252m | CN¥3m | -CN¥7b |
Compensation vs Market: Rui's total compensation ($USD37.92M) is above average for companies of similar size in the US market ($USD8.42M).
Compensation vs Earnings: Rui's compensation has been consistent with company performance over the past year.
CEO
Rui Chen (48 yo)
11.8yrs
Tenure
CN¥254,378,000
Compensation
Mr. Rui Chen serves as Chairman of the Board and Chief Executive Officer at Bilibili Inc. since November 2014. He is a serial entrepreneur with experience on the Internet and technology-related industries...
Leadership Team
| Name | Position | Tenure | Compensation | Ownership |
|---|---|---|---|---|
| Chairman of the Board & CEO | 11.8yrs | CN¥254.38m | 11.48% $ 742.6m | |
| Vice Chairman of the Board of Directors & COO | 11.7yrs | CN¥168.46m | 1.72% $ 111.3m | |
| Founder | 12.8yrs | CN¥1.25m | 6.55% $ 423.8m | |
| CFO & Joint Company Secretary | 9yrs | no data | 0.039% $ 2.6m | |
| Executive Director of Investor Relations | no data | no data | no data | |
| Joint Company Secretary | less than a year | no data | no data |
11.8yrs
Average Tenure
43.5yo
Average Age
Experienced Management: BILI's management team is seasoned and experienced (11.8 years average tenure).
Board Members
| Name | Position | Tenure | Compensation | Ownership |
|---|---|---|---|---|
| Chairman of the Board & CEO | 11.8yrs | CN¥254.38m | 11.48% $ 742.6m | |
| Vice Chairman of the Board of Directors & COO | 11.7yrs | CN¥168.46m | 1.72% $ 111.3m | |
| Founder | 12.8yrs | CN¥1.25m | 6.55% $ 423.8m | |
| Independent Director | 11.7yrs | CN¥797.00k | 0.068% $ 4.4m | |
| Independent Director | 6.3yrs | CN¥875.00k | no data | |
| Independent Director | 8.5yrs | CN¥589.00k | 0.041% $ 2.6m | |
| Independent Director | 7.6yrs | CN¥875.00k | no data |
11.7yrs
Average Tenure
53yo
Average Age
Experienced Board: BILI's board of directors are seasoned and experienced ( 11.7 years average tenure).
Company Analysis and Financial Data Status
| Data | Last Updated (UTC time) |
|---|---|
| Company Analysis | 2026/09/16 21:39 |
| End of Day Share Price | 2026/09/16 00:00 |
| Earnings | 2026/06/30 |
| Annual Earnings | 2025/12/31 |
Data Sources
The data used in our company analysis is from S&P Global Market Intelligence LLC. The following data is used in our analysis model to generate this report. Data is normalised which can introduce a delay from the source being available.
| Package | Data | Timeframe | Example US Source * |
|---|---|---|---|
| Company Financials | 10 years |
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| Analyst Consensus Estimates | +3 years |
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| Market Prices | 30 years |
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| Ownership | 10 years |
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| Management | 10 years |
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| Key Developments | 10 years |
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* Example for US securities, for non-US equivalent regulatory forms and sources are used.
Unless specified all financial data is based on a yearly period but updated quarterly. This is known as Trailing Twelve Month (TTM) or Last Twelve Month (LTM) Data. Learn more.
Analysis Model and Snowflake
Details of the analysis model used to generate this report is available on our Github page, we also have guides on how to use our reports and tutorials on Youtube.
Learn about the who designed and built the Simply Wall St analysis model.
Industry and Sector Metrics
Our industry and section metrics are calculated every 6 hours by Simply Wall St, details of our process are available on Github.
Analyst Sources
Bilibili Inc. is covered by 59 analysts. 31 of those analysts submitted the estimates of revenue or earnings used as inputs to our report. Analysts submissions are updated throughout the day.
| Analyst | Institution |
|---|---|
| Tianli Wen | Aletheia Analyst Network Limited |
| Jiong Shao | Barclays |
| "Jiong Shao | Barclays |