Chinese video-sharing platform Bilibili is making a major push into international markets as it expands its global presence and seeks to attract creators who traditionally publish content on platforms such as YouTube.
The company has launched a new international app and is building teams to support users and creators outside China. The expansion marks one of Bilibili’s most significant efforts yet to establish itself as a global video platform.
Bilibili launched its new international Android app on August 19, with an iOS version expected to follow. The platform is also working on an English-language website as it prepares to reach a wider audience.
The international version is designed to provide Bilibili’s broader content ecosystem while introducing greater localization for users in overseas markets.
One notable change involves registration requirements for international creators. Overseas users reportedly no longer need to submit passports or other identity documents simply to create accounts and upload content.
The change could make it easier for international creators to join the platform and begin publishing videos without facing some of the previous barriers associated with using Bilibili outside China.
Bilibili is also expanding its international workforce. Community-related positions have reportedly appeared in cities including Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo.
Establishing teams in different regions could help the company understand local audiences, support creators and develop content strategies suited to individual markets.
The company is also working on AI-powered moderation systems for its international platform. Automated moderation could help Bilibili manage content at a much larger scale as the number of international users increases.
The global expansion has also generated attention around Bilibili’s potential creator earnings. Reports circulating online claim that the platform could pay creators around $0.70 per 1,000 views through its creator incentive system.
However, the reported figure should not be interpreted as a guaranteed or universal payment rate.
Bilibili has not announced an official fixed global rate of $0.70 for every 1,000 views. Creator compensation can depend on factors such as video performance, engagement, content quality and advertising revenue.
This distinction is important for creators considering whether to move or expand their presence on the platform. Actual earnings may vary significantly depending on the content and the applicable monetization programme.
Bilibili’s international strategy could nevertheless create another option for video creators looking to diversify their audiences and revenue sources.
The company has built a large user base in China and has developed a strong identity around video content, entertainment and online communities. Taking that model into international markets could help it compete with established platforms.
YouTube remains one of the world’s dominant online video services, with a huge global creator ecosystem and extensive advertising infrastructure. Bilibili will therefore face strong competition as it attempts to attract both viewers and creators internationally.
The challenge will not simply be attracting users. Bilibili will need to provide reliable monetization, strong content discovery, effective moderation and localized services if it wants international creators to remain active on the platform.
Language and cultural differences will also be important. Building local teams in multiple cities suggests that Bilibili recognizes the need to understand regional audiences rather than relying entirely on a China-focused strategy.
The launch of an English-language website could further improve accessibility for international users and creators.
For content creators, Bilibili’s global expansion could offer an additional platform for reaching audiences outside traditional social video networks. Creators interested in joining the platform, however, will need to examine the specific eligibility requirements and monetization terms available in their market.
Bilibili’s move comes as Chinese technology companies increasingly seek growth outside their domestic market. Global expansion can provide access to new audiences while creating opportunities to develop international advertising and creator ecosystems.
Whether Bilibili can become a serious global competitor to YouTube will depend on how successfully it converts its international launch into sustained user and creator growth.
For now, the company is clearly investing in the infrastructure needed for that ambition, from international applications and localized services to overseas teams and AI-powered content moderation.
