Bilibili has long been considered China’s answer to YouTube, but it has mostly stayed on its home turf, with a pretty limited global presence. Now, it looks like the video-sharing platform is working to expand internationally. The company has launched a brand new Android app for the global market, with plans for an iOS version in the near future.
The international version of the app is denoted by a pink globe in the top left corner of the icon. This is, of course, not to be confused with the one with the blue icon, which has been available in Malaysia since 2022. According to Bilibili, the new platform offers easier signups with no identity verification, marking a departure from its previous requirements. Aside from that, both Chinese and global users will see the same content. The platform also promises better localisation, with improvements and optimisations to follow later. More features are also in the works, although the company did not mention any specifics.
After downloading and installing the app, the user will first have to provide their birthdate, which will be used to push content tailored to their age. Once that’s done, the user may browse as a guest and scroll through the video feed. Naturally, those looking to upload their own content must first create an account in order to access the creator hub.
To support creators, Bilibili has set up a Discord server, where it guides users through the features of the app. Notably, certain functions are locked behind a “Certificate Quiz”, which users must take in order to understand the platform’s rules and culture. Aside from that, an FAQ thread highlights the types of content hosted on the app. While creators can upload a wide variety of videos, Bilibili stressed that the platform’s strengths lean more towards animation like anime and donghua. Whether that will change as more global users hop on the bandwagon remains to be seen, of course.
With this international push, Bilibili could shape up to become a true competitor to YouTube, or it could carve out its own niche. In the aforementioned FAQ thread, the platform positions itself as a go-to space for Gen Z users, with opportunities for influencers to make money. Regardless, the company seems to have major plans for its expansion. These include a marketplace for connecting users with brands, an English website, as well as AI-driven content moderation systems.
