Bilibili Inc. (BILI.US) saw its shares rise more than 3% in pre-market trading on Wednesday, reaching $32.10. The increase follows the announcement on February 10 that the 2026 Spring Festival Gala, organized by China Central Television, will for the first time feature content creators from Bilibili. The gala’s production team sought broad input during planning, with Bilibili UP主 actively contributing ideas. Additionally, these creators took part in producing and filming a documentary about the gala, which will be exclusively streamed on Bilibili after the event.

In recent years, the Spring Festival Gala has grown increasingly popular among younger audiences. Data shows that viewers aged 15–44 accounted for 51.59% of the audience during the 2024 gala. During the 2025 gala, live viewership on Bilibili surpassed 100 million, with 83% of viewers under the age of 30. As younger demographics become the core audience, the gala has continued to experiment with youth-oriented content. In 2024, a segment titled “We Who Grew Up Watching Cartoons” featured young people singing beloved animated theme songs. In 2025, the Bilibili co-produced segment “Spring Blessing Red Envelope” accumulated over 1 billion views online and became the second most-watched program from the Year of the Snake gala overseas.