Bilibili relaunches international app to target global creators

Bilibili, the Shanghai-based video platform often described as China’s answer to YouTube, has relaunched its international application to pursue global expansion. A key component of this relaunch is the removal of strict identity verification requirements; whereas overseas users previously needed to provide passports or government IDs to register, they can now sign up using only an email or phone number.

The platform, which boasts approximately 376 million monthly active users, is introducing several features to facilitate international growth. These include an AI-powered automatic dubbing system to reduce language barriers and the retention of its signature ‘danmu’ feature, which allows real-time comments to scroll across the video screen. While the Android version is currently available on Google Play, an iOS version and a full English-language website are reportedly in development.

To support this move, Bilibili is recruiting community managers and localization teams in major global hubs, including London, Los Angeles, Tokyo, Istanbul, São Paulo, and Mexico City. The company has also outlined three potential monetization mechanisms for creators: revenue sharing, virtual tipping, and a brand matchmaking marketplace, though specific details regarding payout ratios and regional management have not yet been fully disclosed.