China’s Bilibili Goes Global to Challenge YouTube, Reportedly Pays $0.70 Per 1,000 Views

Chinese video platform Bilibili is expanding its reach internationally, launching a new global app and recruiting creators in an attempt to compete with YouTube outside of China. Reports suggest Bilibili may pay creators around $0.70 per 1,000 views, although this figure is reportedly an estimate rather than a guaranteed rate. Bilibili's creator compensation varies based on factors such as video performance, engagement, content quality, and advertising revenue.

The company officially launched its international Android app on August 19, with an iOS version expected soon. The app offers the same content ecosystem but includes better localization for overseas audiences. To encourage creators from outside China, Bilibili has removed the requirement for identity documents during registration.

The international platform is being built with overseas teams scattered across key cities like Los Angeles, London, and Tokyo. Additionally, Bilibili is developing AI-powered moderation systems for the global platform. While Bilibili's Creator Incentive Program already exists in China, the exact payment structure for international creators remains unclear.

The platform's advertising revenue grew by 30% year-over-year, reaching $375 million in the first quarter, and it has attracted major international creators, including MrBeast. Bilibili's monetization system extends beyond direct payments for video views, including advertising revenue sharing, fan payments, livestreaming, e-commerce, and sponsored brand campaigns.

Compared to YouTube, Bilibili's monetization structure is different, with creators typically earning 55% of eligible watch-page advertising revenue for standard long-form videos and 45% for Shorts. However, actual YouTube earnings can vary depending on the viewer's country, advertising demand, and other factors. Bilibili's international expansion is still in its early stages, but its launch of a global app, removal of ID barriers, international hiring, and recruitment of established creators indicate a serious effort to enter new markets beyond China.