BiliBili Global Expansion Targets Creators to Rival YouTube

BiliBili, a 17-year-old entertainment platform and among the top 100 most-visited websites worldwide, is growing. Often called China’s answer to YouTube, it now seeks to compete internationally by launching a global platform and recruiting in key regions.

Since YouTube is banned in China, BiliBili serves as a main gateway for local audiences. Along with user-generated videos, it offers several original shows. One of its first, The Daily Life of the Immortal King, has lasted five seasons and over 60 episodes.

Some Western creators have tried to reach Chinese viewers by sharing their videos on BiliBili. For example, MrBeast joined the platform in 2024 and quickly gained millions of views.

Now, BiliBili wants to see if the same effect can happen in reverse. TikTok’s global rise, which started as a version of China’s Douyin, has brought more attention to East Asian creators and trends.

Microdramas are popular, ecommerce is growing in the West, and China-based creators like Songsong and Ermao are now among the most-watched on YouTube.

In short, BiliBili sees a good opportunity and is moving quickly. Semafor reports, based on job postings, product listings, and Discord discussions, that BiliBili is preparing to expand overseas.

The company has relaunched an international platform that was shut down last year, removed ID requirements for overseas signups, and is hiring in cities such as Los Angeles, London, Mexico City, São Paulo, Istanbul, and Tokyo.

“Yes, BiliBili is going global,” reads a tweet from the company’s Creator Hub. “Follow for more updates.”

It will not be easy for BiliBili to compete in places where YouTube and TikTok are already popular. Another Chinese platform, called Xiaohongshu in China and RedNote internationally, tried to use the threat of a U.S. TikTok ban to expand.

However, Western users saw RedNote as a novelty and lost interest once TikTok’s U.S. operations were safe.

BiliBili, on the other hand, gives creators many ways to earn money, which could attract new users. One unique feature is real-time, side-scrolling “danmu” comments that creators can monetize. This feature is similar to YouTube’s Super Chats mixed with a fast-paced video game.

Creators on BiliBili can also get direct support from their fans. According to a Discord chat among BiliBili users, the platform’s audience is described as “Gen Z Coded, affluent and well-educated.”

If BiliBili proves to be a reliable way for new users to earn money, it is likely to draw more interest from Western creators.

BiliBili Global Expansion Targets Western Creators to Rival YouTube