Last Updated on July 9, 2026
China’s online video market operates very differently from the rest of the world. With YouTube blocked in mainland China, Bilibili has emerged as a powerful alternative, especially among younger audiences and niche communities.
Initially known for its anime and gaming content, Bilibili grew into one of the country’s top platforms for user-generated videos. However, like any digital space, it continues to evolve in response to shifting consumer habits and industry trends.
In this post, we’ll break down the key differences between Bilibili and YouTube and explore how foreign brands can strategically use Bilibili to reach Chinese audiences.
What is Bilibili (哔哩哔哩)?
Bilibili (哔哩哔哩) is an online video-sharing platform often referred to as “China’s YouTube.” It enables users to upload, watch, and interact with videos across various content categories.
Unlike other local video apps like Douyin and WeChat Channels, this platform gained popularity primarily because of its heavy focus on niche-specific communities. Videos that generate the most traffic on Bilibili are typically in-depth, long-form content, often covering topics such as anime, gaming, lifestyle, entertainment, and other creative niches.
Bilibili is particularly popular among Gen Z consumers in China, with 80% of its users being under the age of 24. Currently, the platform is expanding to include broader video content, such as documentaries, variety shows, and live-streaming sessions.
Is Bilibili Like YouTube?
As a video-sharing platform, Bilibili shares many similarities with YouTube. Both streaming channels excel in user-generated content, offering categories that range from entertainment and education to lifestyle and gaming.
These video-streaming platforms allow creators to monetize their content through ads, sponsorships, and audience donations. These features often foster highly engaged communities, especially among viewers who can comment, like, share, and participate in live streams. However, the resemblance mostly ends there.
Bilibili may be called the Chinese version of YouTube, but most of its video content and features mainly cater to the tastes and preferences of local consumers. So, while it’s also accessible globally, its domestic audience reach requires this video platform to operate in accordance with the digital and advertising laws implemented in China.
Is Bilibili still popular in China?
Technically speaking, yes. The Bilibili platform remains popular among the Chinese internet population. Although its demand was affected by the rise of short-form videos, it’s hard to rule out this app’s influence in the local market.
In 2024, Bilibili generated a revenue of around $3.68 billion. Despite the rise of newly registered users on the platform, this data presents an apparent net loss. The underwhelming profits from mobile games are the main reason for this decline.
To cater to its new user base, a.k.a. China’s Millennials and Gen Z, Bilibili launched Light Video. This feature includes the “bullet comments or danmu (弹幕)” feature, allowing Chinese consumers to get their comments flashing on the screen in real time as the videos play.
“Damu” / Bullet points during a KOL live streaming for our client Mythic and their new game Riftstorm
Eventually, Bilibili gave in to the trend and created a feature similar to Stories. It directly responds to the unstoppable adoption of short video content on major platforms like Douyin, Kuiashou, and WeChat.
Nevertheless, the app maintains a solid content culture that fosters an active community and continuous customer acquisition. With its relentless effort to capture the interest of China’s Generation Z and Millennials, it’s apparent that Bilibili intends to maintain its influence in the local market in the years to come.
Bilibili vs YouTube: 7 Major Differences You Should Know
1. Market Size and User Base
Bilibili is one of China’s largest social media platforms, boasting a growing online population of 300 million monthly active users. Considering the tough competition in the Chinese digital landscape, reaching this milestone is an incredible feat.
However, this number does not come close to YouTube’s 2.9 billion monthly active users. Given the platform’s global reach, it’s only natural that it is broader in terms of age, interests, and geography.
What makes Bilibili stand out even for its global competitors is China’s Generation Z dominance in its current user base. The latest data shows that over 74% of the platform’s users fall under the average age group of under 24.
Bilibili user age distribution in China (Source: Statista)
Bilibili’s understanding of the Gen Z population ensured that its features and offerings continue to appeal strongly to this target audience. As a foreign brand entering the Chinese market, you can capitalize on this reach, primarily because this age group is highly engaged and known for its fast spending growth.
2. Local Competition
YouTube faces competition from various global and regional platforms, including Facebook (Meta) Videos, Instagram Reels, and TikTok. However, it still maintains dominance in the worldwide video market.
Meanwhile, Bilibili has many major domestic competitors. Douyin, Kuaishou, Tencent’s QQ Video Platform, and Youku-Tudou are among its most formidable rivals with massive user bases.
These platforms also target the Chinese audience with video content, but vary in focus and content strategy. Bilibili’s unique position is partly due to its community-driven approach and specialization in ACG content, which differentiates it from its competitors.
3. Niche Focus
Bilibili started as a video-sharing platform focusing on Anime, Comics, and Games (ACG) content. It appealed to a niche audience that has grown into a highly sticky community.
Although its video content categories have expanded over the years, the ACG culture still deeply influences Bilibili’s community and offerings. On the other hand, YouTube has always aimed for a broader audience reach, offering a wide variety of pre-made content without a specific focus.
Over the years, Bilibili has become a go-to source for video and mobile gaming content. Individual users would set up live-streaming accounts to share their real-time gameplay and participate in events hosted by the platform.
Bilibili Homepage featuring ACG categories
4. Community Building and User Engagement
Bilibili users can only become official members of the platform by passing the evaluation process. This process includes an extensive quiz on everything from the platform’s origins to Japanese manga artists.
These strict membership rules are mainly why the app’s community is full of passionate and knowledgeable members. They give Bilibili a chance to capture the loyalty of high-end users.
Bilibili users love to utilize bullet comments when watching videos. These time-synced comments provide an interactive streaming experience even if the content is pre-made. They appear floating on the screen, making the user interactions visually stimulating.
On YouTube, real-time comments are only activated through live streams and premiere content. Most of the time, the platform relies on traditional-looking comment sections.
5. Content Quality
Bilibili distinguishes itself as a versatile platform, catering to a broad audience with its eclectic mix of popular and non-mainstream anime, original documentaries, and other niche genres. This diverse content selection sets Bilibili apart from its competitors, making it a unique hub for sharing creative videos.
Interestingly, unlike platforms such as Youku and Tencent, this app does not solely focus on producing original anime content. Instead, user-generated videos (UGV) form the backbone of Bilibili’s content, representing 89% of its total broadcast volume.
User-Generated Content on Bilibili
The emphasis on UGV enables the platform to offer a broader spectrum of anime titles, much to the delight of China’s Gen Z and Millennials, who are avid consumers of this variety. High-quality content is central to Bilibili’s appeal, fostering the loyalty of its community and encouraging a shift towards premium subscriptions.
Meanwhile, YouTube is renowned for its wide array of amateur and professional content, appealing to a global audience with its extensive history in the video-sharing domain.
6. Search and Discovery Algorithms
Both platforms leverage advanced algorithms to curate and recommend content that aligns with user interests.
Backed by Google’s extensive data analytics, YouTube is renowned for its precise recommendation engine. It analyzes a user’s watch history, search habits, and demographic information to offer video suggestions that closely match individual preferences.
On the other hand, Bilibili’s recommendation system, though efficient, may not match YouTube’s global reach. Nevertheless, it shines in guiding users to content within its specialized niche areas.
7. Live Streaming Experience
The way users find live-streaming content on both platforms is very different. For YouTube, it can appear based on your algorithm or the accounts you follow. Meanwhile, Bilibili has a dedicated section for real-time content.
Bilibili Live-stream Section
Here, you can discover new content creators in different niches. The categories for live streams range from console gaming and entertainment to radio and beauty channels. Thanks to this feature, the discoverability of real-time videos is not solely dependent on the homepage’s algorithm.
The platform’s focus on niche content and interactive features makes it an ideal space for brand accounts to build dedicated communities around specific interests.
How To Create an Effective Bilibili Marketing Strategy
● Key Opinion Leaders and Live-Streaming Campaigns
There are reportedly 1.7 million key opinion leaders and influencers in Bilibili. On this platform, they are more than just famous figures. These individuals are often regarded as trusted voices within their respective niches, including gaming, fashion, beauty, technology, and more.
These influencers have the power to sway their followers’ purchasing decisions, making them an invaluable part of your marketing campaigns in Bilibili.
You should look for Key Opinion Leaders whose content and audience align with your brand’s values and target demographic. Before proceeding, remember that engagement rate, content quality, and follower demographics are critical metrics to consider for the success of your campaign.
Working with KOLs should begin by creating content that feels authentic to their usual style, which can result in higher engagement. It could be product reviews, unboxing videos, or creative content that organically incorporates the brand into KOL’s narrative.
Perfect Diary’s Collaboration for Makeup Tutorials
One of the many brands that successfully leveraged KOLs in Bilibili is Perfect Diary (完美日记). The company has built a strong presence on the platform by collaborating with beauty influencers for product tutorials and reviews. It also appeals directly to the beauty-conscious Gen Z.
Launching live streams is also a powerful strategy to appeal to Bilibili’s target audience. This feature will allow foreign brands to offer exclusive deals or early product access, incentivizing viewers to join in and participate.
Marketers can also host live Q&A sessions, product demonstrations, and games or giveaways, encouraging viewer participation through real-time content.
Honor of Kings Live-stream E-sports Competition
Many companies in China’s gaming market are known to utilize Bilibili’s live-streaming content to host competitions. Through these real-time events, they encourage existing players to actively spend time and resources in the app without being direct about it. It also generates enough buzz within the platform to attract new audiences.
● Launch Targeted Advertising Campaigns
Bilibili, like many monetized platforms, offers various advertising options for brands and companies looking to tap into its vast user base. Here’s a simplified guide to understanding its advertising landscape and how it works for paid product placement:
Types of Bilibili Ads You Can Launch
- News Feed Ads: These ads appear on the video feed page in three formats: a single small image, a large picture, or a combination of three pictures. Each format includes a brief title (5-18 characters) and a description (2-10 words), capturing viewer attention as they browse.
- Native Banner Ads: These ads vary in size and are often seen on the homepage and video game pages. Homepage banners can be one of four sizes, while play page banners have two size options, placed either above or below the video player for optimal visibility.
- Occupationally Generated Video Ads: This premium option involves sponsoring Bilibili’s original content. It’s a significant investment but offers high exposure by associating your brand with popular platform-generated content. Due to its cost, it’s a selective option available only to select companies.
While paid advertising on Bilibili is generally more budget-friendly compared to other Chinese social media platforms, it’s worth noting that the targeting capabilities may be less extensive.
Nevertheless, it doesn’t change the fact that its unique audience and content preferences could yield substantial benefits for brands looking to connect with China’s younger demographics.
● Leverage Bilibili’s E-Commerce Mini-Programs
Seeing the domestic success of many social commerce apps in China, Bilibili announced the launch of its e-commerce function in 2019. This move is particularly strategic, given the evolving shopping preferences of Generation Z—a demographic that heavily populates the platform.
These mini-programs enable users to purchase goods without leaving the app, enhancing user engagement and convenience. While Bilibili does not have a designated area for these features, users can access them via links in posts by popular creators, encouraging sales through trusted recommendations.
Bilibili’s venture into e-commerce continues beyond its mini-programs. The platform has sought partnerships with leading e-commerce giants, including Taobao, to enhance this new feature.
By aligning with Taobao, the platform can foster an efficient digital ecosystem where users can engage with content and make purchases within the same environment.
Types of Accounts You Can Open on Bilibili
Bilibili offers three main types of accounts, each catering to different users and objectives. Understanding the differences and requirements of each account type is crucial for users looking to navigate the platform more effectively.
1. Official Account for Chinese Influencers
This account type is tailored for influencers based in China, aiming to expand their follower base and engage in brand collaborations. Influencers need a minimum of 100,000 followers to qualify for this account type. These accounts are a gateway to increased visibility on the platform and offer numerous monetization opportunities.
Example of Influencer Account on Bilibili
2. Official Account for Businesses
This account type is designed specifically for companies looking to promote their products and services. It’s focused on commercial objectives. It’s the go-to choice for businesses wanting to share content related to their brand, with the company or organization acting as the account holder.
Beyond offering heightened visibility, business accounts gain access to specialized features like Zhuanche (a dedicated advertising service on Bilibili) and opportunities for enhanced brand collaborations.
Example of Brand Account on Bilibili
3. Individual Account
Like personal accounts on other social networks, this account on Bilibili is meant for users seeking entertainment and personal expression. Users typically share and consume content related to anime, manga, and video games. Unlike the official accounts, regular profiles are not intended for commercial use and, therefore, cannot be monetized.
How to set up a brand account on Bilibili?
Step #1: Create Your Base Account
Start by registering a regular Bilibili account using a mobile number. International numbers are accepted. You can also sign in with QQ, WeChat, or Weibo if you prefer. This base account will later be upgraded to a verified brand account.
- Go to Bilibili and register with your phone number, select your region, and then complete login.
- Optional but helpful, take the Bilibili membership test so you can keep the account running without restrictions.
Step#2: Complete Real-name Verification for the Admin
Bilibili requires the person operating the account to pass real-name verification. Overseas operators can use a passport or a driver’s license. Submit clear ID photos and follow the on-screen checks in Bilibili Studio or in the account center.
- Open Bilibili Studio, find the verification entry, and upload the required ID documents.
Step #3: Prepare Requirements for Enterprise Verification
To turn your base account into an official brand account, apply for “Enterprise Certification” under the Organization Verification track. Gather the documents below before you start.
Key requirements:
- Business license or company registration that matches the legal entity. The account nickname and “certified title” must match your registered name or approved brand name.
- Operator authorization letter using Bilibili’s template, stamped with the company seal, and includes the operator’s signature and date.
- If your brand name on the account differs from the legal entity, upload proof that links the brand and the company.
- For non-Mainland companies, include Bilibili’s “Non-Mainland Enterprise Official Commitment Letter” along with your application letter. An English reference exists, yet you must sign the Chinese version.
Step #4: Submit the Enterprise Certification
Open the certification portal and choose Organization Verification, then Enterprise. Fill in entity details, upload your documents, and submit.
What you should do:
- Open the certification portal and choose Organization Verification, then Enterprise. Fill in entity details, upload your documents, and submit.
- If your account has no content yet, add a short brand overview, your planned content focus, and your website link in the “supplementary materials” section to help reviewers understand your positioning.
Step #5: Build a Credible Brand Homepage
Verification makes you official, but the profile still needs to look and feel like your brand home on Bilibili. Align visuals and naming with your legal entity or approved brand to ensure a smooth review.
Here are some of our recommendations:
- Upload a recognizable logo, cover image, and a concise bio in Chinese or bilingual form.
- Publish several brand-relevant, original videos before or soon after you apply. If you have no uploads, use the supplementary note described above.
- Keep your nickname and certified title consistent with the documents you filed.
Who uses Bilibili in China?
Bilibili’s user base is predominantly young, with the majority falling within the 18 -35 age range. Although its user base is spread across China, there’s a notable concentration in urban areas like first and second-tier cities.
The platform’s consumers show a willingness to spend on merchandise, games, and virtual gifts for their favorite creators. They are also highly receptive to brand collaborations and influencer endorsements, provided these partnerships resonate with their interests and values.
Quick Q&A
What is Bilibili used for in China?
In China, Bilibili is primarily used as a video-sharing platform that caters to a young audience with a strong focus on ACG (Anime, Comics, and Games) content. It’s renowned for its interactive community features, including bullet comments (danmu), live streaming, and support for content creators.
Can I use Bilibili outside China?
Yes, you can use Bilibili outside China, as the platform is accessible worldwide. However, some content might be region-restricted due to licensing agreements, meaning specific videos may not be available to international users.
What kind of content performs well on Bilibili?
Bilibili’s core strengths are ACG, gaming, and creator-led long-form videos, with strong Gen-Z engagement and high daily watch time. Recent growth is in “pan-knowledge,” lifestyle, and consumption categories such as automotive and baby-maternity, alongside interactive formats that lean into community features like on-screen comments.
Brands that pair niche education or product-explainers with creator collaborations and live features tend to see better results on Bilibili as well.
What are the regulatory considerations for foreign marketers using Bilibili?
All ad campaigns launched on Bilibili must comply with China’s Advertising Law. It means that content cannot be misleading, must clearly state origin, quality, and features; use of absolute/superlative terms (“best”, “number one”, etc.) is restricted or regulated.
Foreign brands must also ensure they have proper licenses for music, visuals, quotes, etc. Unlicensed use can lead to takedowns or legal claims.
Your Trusted Bilibili Marketing Partner in China!
There are numerous short video platforms to leverage when marketing to China. Although Bilibili showed some decline in the past year, the app remains full of growth and potential. Foreign brands need personable campaign strategies to appeal to the platform’s young consumer base.
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At Sekkei Digital Group, we understand the consumer patterns inherent to China’s Gen Z and Millennials, often influenced by ever-evolving trends in the local market. With our extensive expertise in this niche, we offer you the avenue to unlock your brand’s potential and reach your target audience on Bilibili.
We provide comprehensive services to empower your marketing strategies in China. From launching data-driven ad campaigns to localizing web content, we provide the digital solutions you need. Contact us today to learn more!
References:
Decoding the decline: From $54 billion to $6 billion, what happened to China’s Bilibili and iQiyi?
Bilibili warns fall in gaming revenue may impact annual earnings