The Chinese video platform Bilibili is broadening its global reach.
Bilibili has reintroduced its international app without the need for identity verification, is developing an English-language website, and is hiring community managers in six cities, including London. The company claims that the content on its international and Chinese platforms will be identical.
Bilibili is making a significant move towards expanding beyond China. The video platform has re-launched its international app, is setting up an English website, and is seeking Western creators to contribute content.
A key change is the sign-up process. Previously, international users needed to provide a passport or other identity verification documents to post content, but this requirement has been removed, and the app now integrates both Chinese and international content in a single feed.
The company has been transparent about this shift. Its account on X indicated that the platform is going global and that the content on the American and Chinese sites will be "the same."
The scale of this initiative is noteworthy. Bilibili's Chinese platform boasts 376 million monthly active users, mainly consisting of a young demographic, and the company has dedicated a decade to cultivating the habits that YouTube relies on.
Recent job postings reveal Bilibili's ambitions. Community manager positions are available in cities such as Los Angeles, London, Mexico City, São Paulo, Istanbul, and Tokyo, while AI content moderation roles are based in Singapore.
The appeal to creators is familiar. Bilibili has reached out to well-known Western figures, including MrBeast, and describes an audience that is "Gen Z Coded, affluent, and well-educated," with a marketplace for sponsored content in development.
American media has posed the question of whether Bilibili will face treatment akin to that of TikTok. This question is valid in a country that responded to a Chinese platform with a forced sale.
However, Europe operates differently and does not require such actions. The Digital Services Act applies as soon as a platform serves European users, and with 45 million monthly users in the EU, it would be classified as very large, subjecting it to audits, risk assessments, and access for researchers.
Brussels has already exercised its powers regarding Chinese firms. Temu faced a €200 million fine under the DSA for unsafe products, setting a precedent for future actions.
The decision regarding identity verification is pivotal. Removing the requirement for verification is a growth strategy, while the DSA mandates that platforms evaluate the risks their design presents, particularly concerning minors, which is a more complex issue than simply implementing a ban.
There is a significant competitive aspect to consider. YouTube is vying with Netflix for creators and investing in exclusivity, and now faces a competitor with 376 million users that has opted for a similar regulatory strategy as Temu and AliExpress.
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The Chinese video platform Bilibili is broadening its global reach.
Bilibili has reintroduced its international app without requiring ID checks and is currently recruiting in London and Istanbul. In Europe, the DSA is taking a wait-and-see approach instead of enforcing a ban.