Bilibili steps up global push, sets sights on YouTube's vast market

Chinese video-sharing platform Bilibili is stepping up its international expansion, rolling out a revamped Android app and making it easier for overseas creators to publish content as it seeks to build a stronger foothold beyond China.

The expansion is widely seen as an attempt to challenge established global platforms such as YouTube by attracting both international viewers and creators.

One of the biggest changes in Bilibili's international app is a simplified registration process. Overseas users previously had to verify their identity with a passport or government-issued ID before publishing videos. The new version removes that requirement, lowering the barrier for foreign creators to join the platform.

The updated app is currently available on Android, while an iOS version is expected to follow. Bilibili is also preparing to expand its services into additional markets.

The company is seeking to build a more globally oriented content ecosystem, bringing Chinese and international videos together while developing features tailored to individual markets.

It is also working to expand its English-language presence and make content publishing more accessible to creators outside China.

Bilibili has begun recruiting staff in major cities including Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo for community management and other local operations.

The company is also reportedly developing AI-powered content moderation systems for its international platform through a Singapore-based role.

Beyond audience growth, Bilibili is looking to give international creators stronger earning opportunities. It plans to develop a dedicated marketplace connecting creators with brands, potentially expanding advertising and sponsorship opportunities on the platform.

Bilibili has built a strong following in China around animation, gaming and entertainment content. Its challenge now is to replicate that success internationally while competing with YouTube’s enormous audience, established creator ecosystem and mature monetisation model.