Bilibili started as an animation and gaming community and has grown into one of China's most influential video platforms, with over 300 million monthly active users. Its audience skews young, educated, and highly engaged — making it the ideal platform for creators whose content benefits from a passionate, community-driven audience.
Massive platform with 300M+ monthly active users, predominantly Gen Z and Millennial audiences
Unique danmaku (floating bullet comment) system that creates an interactive, community-driven viewing experience
Strong creator monetization through memberships, live-streaming, virtual gifts, and ad revenue
Deep community engagement. Bilibili users are known for being highly loyal to creators they follow
Broad content categories from anime and gaming to tech, cooking, travel, and education
Creator certification system that rewards quality content and helps creators grow their reputation
Who Is It For?
Creators targeting Chinese-speaking audiences, anime and ACG (animation, comics, games) content creators, and anyone who wants to distribute video content in the Chinese market. Also worth exploring for educational content in any subject — Bilibili has a large, engaged student audience.
Creators targeting Western English-speaking audiences will find minimal impact from Bilibili distribution. The platform requires understanding Chinese content culture, and international account setup can be complex. If your audience is primarily Western, this is a low-priority platform.
Pros and Cons
- ✅ Huge engaged audience in China — 300M+ monthly active users
- ✅ Strong community features including danmu (bullet comments) overlaid on video
- ✅ Well-suited to educational, anime, gaming, and tech content
- ✅ Sponsorship and monetisation opportunities for established creators
- ❌ Primarily Chinese-language platform — requires localised content to perform
- ❌ Account verification requirements for monetisation
- ❌ Content moderation standards differ significantly from Western platforms
Pricing
Creating and uploading content on Bilibili is free. Premium membership and creator monetisation require meeting eligibility thresholds.
Summary
Bilibili is worth serious consideration for creators targeting Chinese-speaking audiences — it is one of the largest and most engaged video platforms in the world for certain content categories. The danmu comment system creates a distinctly interactive viewing experience. Research the platform culture carefully before investing in localised content.