On August 21, Bilibili Inc. (NASDAQ: BILI, HKEX: 9626) announced its unaudited financial results for the second quarter ended June 30, 2025.
According to the financial report, Bilibili's total revenue for Q2 2025 reached 7.34 billion RMB, representing a 20% year-over-year increase. In the second quarter, Bilibili's advertising business generated revenue of 2.45 billion RMB, up 20% year-over-year, while gaming business revenue reached 1.61 billion RMB, surging 60% year-over-year.
Improved operational efficiency and rapid growth in high-margin businesses drove Bilibili's gross profit up 46% year-over-year, with gross margin rising for twelve consecutive quarters to reach 36.5%. Both net profit and adjusted net profit hit historical highs at 220 million RMB and 560 million RMB, respectively.
In the second quarter, Bilibili's daily active users reached 109 million, up 7% year-over-year and setting a new record high. Monthly active users totaled 363 million, increasing 8% year-over-year, while monthly paying users reached 31 million, up 9% year-over-year. This quarter, Bilibili users spent an average of 105 minutes daily on the platform, an increase of 6 minutes compared to the same period last year.
During Q2, Bilibili achieved positive operating cash flow of 1.99 billion RMB and completed approximately 100 million USD in share repurchases to enhance shareholder returns. As of June 30, 2025, the company held cash and cash equivalents, term deposits, and short-term investments totaling 22.29 billion RMB.
Bilibili Chairman and CEO Chen Rui commented: "Over the past 16 years, Bilibili has built a unique community ecosystem supported by quality content, which has driven our commercialization development and profitability. We believe that quality content remains scarce in any era and possesses the power to carry us through historical cycles. Therefore, Bilibili will continue to adhere to our quality content strategy, amplify our unique value, and drive the sustained prosperity of our community ecosystem and further commercial development."