China's popular video-sharing platform Bilibili, often described as the country's 'YouTube', is embarking on an ambitious global expansion, overhauling its platform to attract international users and content creators.
According to a report by US media outlet Semafor, Bilibili has relaunched its Android app with features designed to make it more accessible to users outside China. An iOS version is also expected to be launched soon.
The company is simultaneously developing a fully English-language version of its website, which would make it easier for overseas creators to register, upload videos and engage with audiences on the platform.
The move marks a significant shift in Bilibili's international strategy as the company seeks to build a larger presence beyond its core Chinese market.
Relaxed verification rules
One of the most notable changes involves identity verification for overseas users.
Previously, users outside China who wanted to upload content were required to submit a passport or other government-issued identification documents. Under the new international version of the platform, that requirement has reportedly been removed.
The revamped app will also bring content from China and other countries together, potentially giving international users greater exposure to Bilibili's extensive Chinese-language video library while allowing overseas creators to reach Chinese audiences.
To strengthen its global creator network, Bilibili is also establishing regional representatives in major international cities, including Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo.
The representatives are expected to help connect local creators with the platform and support Bilibili's efforts to build a more international content ecosystem.
Competition and political risks
Bilibili's expansion comes as Chinese technology companies continue to face challenges in overseas markets, particularly in the United States.
TikTok, another Chinese-owned video platform, has faced intense scrutiny from US authorities over national security and data concerns, alongside legal and political pressure over the ownership of its US operations.
Bilibili could potentially face similar scrutiny if its international user base grows substantially, although its current global footprint remains far smaller than TikTok's.
The company will also face formidable competition from established global platforms. YouTube dominates online video, while Netflix remains a major force in professionally produced streaming content. Bilibili will need to persuade international creators that its platform can offer meaningful audiences, monetisation opportunities and global reach.
Its effort to attract established YouTubers and other international creators could therefore be crucial to the success of the expansion.
If Bilibili can establish itself as a genuinely global platform, its push could reshape competition in the international video-sharing and digital entertainment market, while giving Chinese digital content a much wider global audience.
