China's popular video-sharing platform Bilibili is making a renewed push into international markets, relaunching its global app as it looks to compete with established platforms such as YouTube. The international version is currently available on Android, while an iOS version is expected to arrive soon.
Often described as China's YouTube, Bilibili has built a huge domestic audience around anime, gaming, creator videos and its distinctive interactive comment system. The company says its international expansion will bring globally distributed content, improved localisation and a simpler sign-up experience to overseas users.
Bilibili Global App: What's New?
One of the biggest changes is the removal of the previous identity-verification barrier for international users. The relaunched app does not require the same passport or government-ID verification that had previously limited access for overseas users.
The international version is also designed to combine Chinese and international content in a more unified experience. AI-powered translation and other localisation features are being developed to make content easier for audiences who do not speak Chinese.
The Android application is already available, while Bilibili has indicated that iOS support is coming soon.
Bilibili Wants More International Creators
Getting users onto the platform is only one part of Bilibili's global strategy. The company is also working to attract creators outside China.
Bilibili has reportedly been building a creator ecosystem and recruiting community managers in major international markets, including Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo. The company is also developing an English-language website as part of its wider international push.
The platform has already attracted attention from major internet creators, including MrBeast, whose presence has helped demonstrate Bilibili's interest in reaching audiences beyond China.
The $0.70 Per 1,000 Views Creator Pitch
Bilibili is also attempting to make its platform financially attractive to creators. Reports surrounding its international creator recruitment have highlighted incentives that could pay creators based on video views.
However, creators should carefully check the official terms, eligibility requirements and monetisation conditions before treating reported rates such as $0.70 per 1,000 views as guaranteed earnings. Payment can depend on factors such as location, content type, eligibility and the specific creator programme.
Bullet Comments Could Be Bilibili's Biggest Difference
One feature that sets Bilibili apart from YouTube is its danmu, or bullet-comment system. Instead of appearing only below a video, viewer comments can move directly across the screen while the video plays.
The feature creates a shared viewing experience and is already deeply associated with Bilibili's community culture. For Western audiences accustomed to traditional comment sections, however, the format could take some time to become familiar.
Can Bilibili Really Challenge YouTube?
Bilibili has a significant advantage in its enormous Chinese user base and established creator ecosystem. Its domestic platform has around 376 million monthly active users, giving the company considerable experience in operating a large-scale video community.
But competing globally will be much harder. YouTube already has a deeply established creator economy, advertising ecosystem and worldwide audience. Bilibili will need to convince creators that there is a strong reason to upload content to another platform.
Regulatory issues could also become important as the company expands into the United States and Europe. Content moderation, data security, copyright and differences between Chinese and Western regulatory environments could all present challenges. Bilibili is reportedly developing AI-powered moderation capabilities for its international operations.
For now, Bilibili's global relaunch represents a serious second attempt rather than a completely new platform launch. The Android app is live, international creator recruitment is underway and an iOS version is on the way. Whether that translates into a genuine YouTube challenge will depend largely on whether Bilibili can attract enough creators and viewers outside China.
