Bilibili takes aim at YouTube

China’s popular video sharing platform Bilibili often seen as an alternative to YouTube, is expanding its efforts to attract users and content creators from around the world.

Reports suggest that  Bilibili may be offering creators around $0.70 for every 1,000 views which is roughly Rs. 194.  However Bilibili has not officially confirmed this payment rate so it should not be considered a final figure.

According to Chinese media outlet Global Times, Bilibili has made several changes to its international version to make it easier for overseas users and creators.

These changes reportedly include a simpler registration process removing mandatory identity verification and offering features designed for users in different countries.

Bilibili was launched in 2009 and has become highly popular among young people in China.  The platform now has more than 350 million monthly active users, while some recent claims put the figure above 370 million.

The platform has also attracted international creators. Famous YouTuber MrBeast started posting content on Bilibili in 2024 and his account is now reported to have around 8.8 million followers.

Despite its growth competing directly with YouTube worldwide will not be easy.  YouTube already has a huge global network of creators viewers and advertisers. Bilibili’s international advertising and creator payment systems are still relatively small.

Bilibili’s appeal is not only about earning money. It has built strong communities around gaming, animation AI and other special interests giving creators in these areas another way to reach large audiences.

One of Bilibili’s unique features is “Danmu,” or bullet comments.  These comments appear directly on the screen while a video is playing. This allows viewers to react and interact with each other in real time making the platform feel more like a live community than a simple video watching service.

If Bilibili succeeds in attracting more international creators and viewers it could increase competition in the global online video market.