Bilibili launches international app to expand global video presence

Bilibili, the Shanghai-based video platform often described as China’s YouTube alternative, is launching a major global expansion strategy to compete with Western platforms. The company has released a new international version of its mobile app, currently available on Android with an iOS version expected soon.

A key component of this rollout is the removal of strict identity verification requirements, such as passport or ID checks, which previously acted as a barrier for international users. The new international app features a pink color scheme with a globe icon and aims to provide a unified feed that mixes Chinese and global content.

To support this growth, Bilibili is preparing an English-language website to assist creators and is actively recruiting community managers in major global hubs, including Los Angeles, London, Tokyo, Mexico City, São Paulo, and Istanbul. The company is also reportedly developing AI-powered content moderation systems in Singapore. Bilibili is targeting Gen Z audiences and has been reaching out to major international influencers to encourage content sharing on its platform.