China's YouTube Rival Bilibili Is Going Global
Bilibili, often described as China's answer to YouTube, is relaunching its international app and preparing an English-language site as part of a broader push into the U.S., Europe, Japan, and other markets. The company is courting Western creators like MrBest, hiring community and moderation staff globally, and building tools for brand partnerships. Semafor reports: The revamped international app…
Bilibili, commonly regarded as China's counterpart to YouTube, is set to expand its global presence with a relaunched international app and an English-language website. The company is actively targeting Western content creators, such as MrBest, by hiring community and moderation staff worldwide and developing tools for brand collaborations.
According to Semafor, the updated international app no longer necessitates identity verification, allowing users to sign up without providing a passport or ID, a requirement previously imposed on overseas users on the main Chinese platform. A verified account on X, marketing the platform to global creators, expressed Bilibili's global ambitions, stating that content for the US and Chinese sites will remain identical.
In a Discord chat for Bilibili creators, the company positioned itself as a platform for influencers to monetize their content and engage with affluent and well-educated Gen Z users. Furthermore, a marketplace for international users to collaborate with brands on sponsored content is under development. The presentation also demonstrated how creators can upload videos to their Chinese website, with an English version forthcoming. The company is reportedly striving to achieve these objectives.
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