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Investing.com - Macquarie has initiated coverage on Bilibili (NASDAQ:BILI), currently trading at $27.24, with an Outperform rating and a price target of $36.03, citing significant potential for advertising monetization. According to InvestingPro data, the stock has surged over 60% in the past six months, reflecting strong market confidence.
The research firm notes that Bilibili remains under-monetized with approximately 7% ad load compared to 15-20% for global streaming peers, suggesting substantial room for growth in this revenue stream.
Macquarie highlights Bilibili’s robust advertising momentum, which has achieved a 45% compound annual growth rate since 2020, significantly outpacing the industry average of around 10%.
The firm expects advertising to become a more meaningful revenue driver, with its contribution projected to expand from 33% in 2025 to approximately 40% by 2027, supported by AI-empowered tools that enhance click-through rates and ad placement quality.
Macquarie also points to Bilibili’s recent profitability milestone in the third quarter of 2024 as an inflection point for sustainable margin expansion, forecasting a 39% adjusted net profit compound annual growth rate over 2025-2028.
In other recent news, Bilibili has reported strong financial results for the first half of 2025, with revenue increasing by 21.6% year-over-year to CNY14.34 billion. This growth was primarily driven by a 68% rise in mobile games revenue and a 20% increase in advertising revenue, leading to the company’s first interim profit. CFRA responded to these results by raising its price target for Bilibili to $32, maintaining a Hold rating. Meanwhile, Morgan Stanley adjusted its price target to $23, attributing the change to a revised discounted cash flow valuation. Benchmark also made adjustments, lowering its price target to $28 due to the gaming outlook but kept a Buy rating. Barclays increased its target to $28, highlighting Bilibili’s margin expansion and advertising growth. Jefferies, while lowering its price target to $28, noted that Bilibili’s non-GAAP operating profit exceeded forecasts, thanks to reduced sales and marketing expenses. These developments reflect a mix of optimism and caution among analysts regarding Bilibili’s future performance.
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