China’s Bilibili is making a much bigger push into international markets, positioning its video platform as a potential competitor to YouTube outside its home market.
The company has relaunched its international app globally and is preparing to expand its creator and user base across major markets.
The international version of the Bilibili app is currently available on Android, while an iOS version is expected to follow. The company says the global platform will offer globally distributed content, improved localization and easier sign-ups, including the removal of the identity verification requirement that previously made access more difficult for international users.
Bilibili is also preparing an English-language website. Materials shared with creators indicate that the company is working on an English version designed to make the platform more accessible to international audiences and creators.
The company is not relying only on attracting viewers. Bilibili is actively trying to bring creators from outside China onto the platform, presenting it as another place for influencers to reach audiences and generate income. A creator marketplace for connecting international creators with brands is reportedly also in development.
Bilibili has begun building a presence in several international markets as part of the expansion. Job listings show the company looking for community managers in cities including Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo. It is also developing AI-powered content moderation technology for its international service.
The move could put Bilibili into more direct competition with YouTube, TikTok and other major video platforms for both viewers and creators. Bilibili already has a huge user base in China, with the company’s platform reported to have more than 376 million monthly active users, giving it a substantial content library to take into international markets.
Bilibili has also been approaching major international creators. The company has reportedly encouraged prominent creators such as MrBeast to publish content on its platform, suggesting that attracting recognizable global creators is an important part of its international strategy.
If this article helped you, please consider supporting our work. Every small contribution keeps Abijita.com independent and running.
The company says the Chinese and international versions will share content, while the global version will focus on better localization and easier access for overseas users. Bilibili’s latest move therefore represents a broader attempt to turn a platform that is strongly associated with China’s online video culture into a service capable of competing for audiences around the world.
China’s Bilibili Goes Global, Launching a New YouTube Rival for International Users
