Baidu (BIDU) Stock Analysis

November 11, 2026

This is a peer-relative look at Baidu (BIDU): its performance, risk, profitability, growth, financial strength, dividend, and valuation are each measured against its Media & Entertainment peers, so every number reads in context rather than in isolation.

Company Profile

Baidu (BIDU) trades as an ADR rather than ordinary local shares — read it with FX exposure, depositary-program fees, and dividend-withholding-tax differences in mind.

Company profile fields for Baidu (BIDU)
Profile Item	BIDU
Name	Baidu Inc. ADR
Country/Region	China
GICS Sector	Communication Services
GICS Industry Group	Media & Entertainment
GICS Industry	Interactive Media & Services
GICS Sub-Industry	Interactive Media & Services
Market Capitalization	27.87 billion USD
Currency	USD
Exchange	Nasdaq
Listing Date	August 5, 2005
Security Type	ADR

Price Performance

Cumulative Growth

BIDU

GSPC

Baidu (BIDU) vs. S&P 500 (GSPC): Growth of a $10,000 investment over the past five years. Adjusted for dividends and splits.

Trailing Returns

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Trailing total returns for Baidu (BIDU) and S&P 500 (GSPC). Returns over one year are annualized.

Calendar-Year Returns

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Calendar-year total returns for Baidu (BIDU) and S&P 500 (GSPC). Each bar is that year's total return, measured year-end to year-end.

Performance Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
Total Return (1Y)	-36.07%	8.37%
Total Return (3Y, Annualized)	-8.51%	9.50%
Total Return (5Y, Annualized)	-13.01%	-6.51%

Risk Profile

Drawdown History

BIDU

GSPC

Baidu (BIDU) vs. S&P 500 (GSPC): Drawdown from the running peak over the past five years. Each line shows the decline from its prior peak; 0% marks a new high.

Return Distribution

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Distribution of monthly total returns for Baidu (BIDU) and S&P 500 (GSPC). Each bar is the share of months whose return fell in that 5% bucket.

Risk Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
Volatility (1Y, Annualized)	46.96%	43.78%
Beta (5Y)	0.56	0.92
Max Drawdown (5Y)	-55.39%	-69.17%

Risk-Adjusted Performance

Risk-Return Positioning

Each dot is a stock plotted by 1-year volatility (risk) and 1-year return. BIDU is highlighted; the dashed line is the Capital Allocation Line from the risk-free rate through the industry median — dots above it are stronger on a risk-adjusted basis.

Risk-Adjusted Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
Sharpe Ratio (1Y)	-0.86	0.10
Sortino Ratio (1Y)	-1.25	0.15

Profitability

ROE (TTM)

Baidu (BIDU) has negative ROE of -1.39%. That can come from trailing losses or negative book equity, so it is a warning state rather than a clean capital-efficiency measure.

BIDU

Media & Entertainment industry group

-1.39%

Group distribution

Max: 49.92%
Q3: 17.95%
Median: 7.20%
BIDU: -1.39%
Q1: -4.53%
Min: -26.31%

Largest peers

NFLX: 53.46%
GOOGL: 44.29%
GOOG: 44.29%
SPOT: 35.81%
META: 32.26%
DIS: 8.01%
BIDU: -1.39%

Where Baidu (BIDU) stands on ROE within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Net Margin (TTM)

Baidu (BIDU) has negative net margin of -2.90%. The trailing period ended in a net loss, so the bottom-line conversion read is a warning rather than a profitability strength.

BIDU

Media & Entertainment industry group

-2.90%

Group distribution

Max: 32.91%
Q3: 11.75%
Median: 5.04%
BIDU: -2.90%
Q1: -4.17%
Min: -25.14%

Largest peers

GOOGL: 50.03%
GOOG: 50.03%
META: 31.15%
NFLX: 29.69%
SPOT: 15.73%
DIS: 8.70%
BIDU: -2.90%

Where Baidu (BIDU) stands on net margin within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Operating Margin (TTM)

Baidu (BIDU) turns 9.65% of revenue into operating profit, roughly in line with the peer group’s normal operating margin range. Its core cost structure looks typical for the industry.

BIDU

Media & Entertainment industry group

9.65%

Group distribution

Max: 40.16%
Q3: 18.72%
BIDU: 9.65%
Median: 8.63%
Q1: 1.90%
Min: -22.08%

Largest peers

META: 35.41%
NFLX: 34.63%
GOOGL: 31.81%
GOOG: 31.81%
DIS: 19.30%
SPOT: 13.52%
BIDU: 9.65%

Where Baidu (BIDU) stands on operating margin within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Profitability Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
ROE (TTM)	-1.39%	7.20%
ROA (TTM)	1.20%	3.36%
Net Margin (TTM)	-2.90%	5.04%
Operating Margin (TTM)	9.65%	8.63%
Gross Margin (TTM)	40.87%	50.97%

Growth

Revenue Growth

Baidu (BIDU) grew revenue -3.04%, in the lower peer quartile. The top line is expanding more slowly than at most peers, which can reflect softer demand, lost share, or weaker pricing.

Baidu (BIDU): Revenue Growth across different time periods, set against Media & Entertainment industry-group medians.

EPS Growth

Baidu (BIDU) grew earnings per share -82.16%, in the lower peer quartile. Per-share profits are advancing more slowly than at most peers, so margins, costs, or share count deserve a closer look.

Baidu (BIDU): EPS Growth across different time periods, set against Media & Entertainment industry-group medians.

Growth Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
Revenue Growth (YoY)	-3.04%	4.57%
Revenue Growth (3Y CAGR)	1.44%	5.19%
EPS Growth (YoY)	-82.16%	1.00%
EPS Growth (3Y CAGR)	-16.00%	25.23%

Financial Strength

Current Ratio (MRQ)

Baidu (BIDU) has current ratio of 2.33, in the healthier middle range for its industry. The short-term asset cushion looks balanced relative to peers rather than stretched thin.

BIDU

Media & Entertainment industry group

2.33

Group distribution

Max: 4.69
Q3: 2.53
BIDU: 2.33
Median: 1.52
Q1: 0.95
Min: 0.28

Largest peers

GOOGL: 2.79
GOOG: 2.79
BIDU: 2.33
SPOT: 2.13
META: 1.90
NFLX: 1.08
DIS: 0.71

Where Baidu (BIDU) stands on current ratio within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Debt / Equity (MRQ)

Baidu (BIDU) has debt-to-equity ratio of 0.38, roughly in line with the peer group’s normal leverage range. Its mix of debt and equity looks typical for the industry.

BIDU

Media & Entertainment industry group

0.38

Group distribution

Max: 3.65
Q3: 1.69
Median: 0.46
BIDU: 0.38
Q1: 0.17
Min: 0.00

Largest peers

NFLX: 0.60
META: 0.42
DIS: 0.39
BIDU: 0.38
GOOGL: 0.22
GOOG: 0.22
SPOT: 0.05

Where Baidu (BIDU) stands on debt-to-equity ratio within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Financial Strength Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
Current Ratio (MRQ)	2.33	1.52
Debt / Equity (MRQ)	0.38	0.46
Net Debt / EBITDA	-2.28	1.29

Dividends

Dividend Yield (TTM)

Baidu (BIDU) pays no dividend, leaving dividend yield at 0.00% this period. Shareholders may still receive value through reinvestment or buybacks, but there is no dividend income to compare here.

BIDU

Media & Entertainment industry group

0.00%

Group distribution

Max: 1.33%
Q3: 0.65%
BIDU: 0.00%
Median: 0.00%
Q1: 0.00%
Min: 0.00%

Largest peers

DIS: 1.28%
META: 0.35%
GOOG: 0.31%
GOOGL: 0.30%
BIDU: 0.00%
NFLX: 0.00%
SPOT: 0.00%

Where Baidu (BIDU) stands on dividend yield within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Dividend Payout Ratio (TTM)

Baidu (BIDU) paid no earnings out as dividends this period, leaving payout ratio at 0.00%. There is no dividend payout to size against earnings.

BIDU

Media & Entertainment industry group

0.00%

Group distribution

Max: 71.43%
Q3: 28.98%
BIDU: 0.00%
Median: 0.00%
Q1: 0.00%
Min: 0.00%

Largest peers

DIS: 30.93%
META: 7.16%
GOOGL: 4.49%
GOOG: 4.49%
BIDU: 0.00%
NFLX: 0.00%
SPOT: 0.00%

Where Baidu (BIDU) stands on payout ratio within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Dividend Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
Dividend Yield (TTM)	0.00%	0.00%
Dividend Payout Ratio (TTM)	0.00%	0.00%

Valuation

P/E Ratio (TTM)

No usable P/E ratio is available for Baidu (BIDU) this period, so the trailing-earnings valuation read is skipped.

BIDU

Media & Entertainment industry group

Group distribution

Max: 51.21
Q3: 28.90
Median: 17.98
Q1: 11.53
Min: 1.64
BIDU: --

Largest peers

SPOT: 36.75
DIS: 24.07
META: 20.82
NFLX: 18.33
GOOGL: 14.87
GOOG: 14.83
BIDU: --

Baidu (BIDU) doesn’t report P/E ratio this period; the box shows the Media & Entertainment group’s distribution and the dots its largest members.

P/S Ratio (TTM)

Baidu (BIDU) trades at 0.22 on P/S ratio, in the lower sales-valuation quartile for its industry. That points to a cheaper revenue stream than most peers, with margin quality still doing the heavy lifting.

BIDU

Media & Entertainment industry group

0.22

Group distribution

Max: 7.43
Q3: 3.82
Median: 1.40
Q1: 0.70
BIDU: 0.22
Min: 0.00

Largest peers

GOOGL: 7.43
GOOG: 7.41
SPOT: 6.59
META: 6.46
NFLX: 5.24
DIS: 2.04
BIDU: 0.22

Where Baidu (BIDU) stands on P/S ratio within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

P/B Ratio (MRQ)

Baidu (BIDU) trades at 0.68 on P/B ratio, in the lower book-value quartile for its industry. Investors are paying less for the balance-sheet equity than they pay for most peers, with returns on that equity still central to the read.

BIDU

Media & Entertainment industry group

0.68

Group distribution

Max: 11.45
Q3: 5.30
Median: 1.84
Q1: 0.77
BIDU: 0.68
Min: -2.61

Largest peers

SPOT: 12.62
NFLX: 8.89
META: 5.73
GOOGL: 5.31
GOOG: 5.29
DIS: 1.84
BIDU: 0.68

Where Baidu (BIDU) stands on P/B ratio within its Media & Entertainment peer group — the box is the group’s distribution and the dots its largest members.

Valuation Metrics

Baidu (BIDU) metric values compared with Media & Entertainment industry-group medians
Metric	Current stock: BIDU	Industry group median
P/E Ratio (TTM)	--	17.98
P/S Ratio (TTM)	0.22	1.40
P/B Ratio (MRQ)	0.68	1.84
Free Cash Flow Yield (TTM)	-7.52%	7.41%