Chinese video-sharing platform Bilibili is stepping up efforts to expand its global footprint, positioning itself as a potential alternative to YouTube for content creators worldwide.
According to reports, Bilibili is offering creators approximately $0.70 per thousand views, equivalent to roughly Rs194. The figure has not been officially confirmed by the platform and should not yet be treated as a finalized payment structure.
Chinese media outlet Global Times reported that Bilibili has introduced several changes to its international version to make the platform more accessible to overseas users and creators. The updates include a simplified registration process, removal of mandatory identity verification, a more localized user experience, and additional features tailored to international audiences.
The platform is reportedly working to offer creators better compensation than YouTube, opening up new earning opportunities for content creators across the globe.
Bilibili’s global push has drawn attention in recent days, but the platform itself is not new. Launched in 2009, it has built a strong following among young users in China over the years. The company reports more than 350 million monthly active users, with some recent estimates placing the figure above 370 million.
One example of Bilibili’s international reach is YouTuber MrBeast, who began posting content on the platform in 2024 and has since built a following of roughly 8.8 million on Bilibili, signalling the platform’s potential to attract audiences beyond China.
Competing with YouTube on a global scale, however, will not be easy. YouTube has spent years building an extensive network of creators, advertisers and viewers worldwide, while Bilibili’s global advertising infrastructure and creator monetization systems remain comparatively limited.
Should Bilibili succeed in growing its user and creator base in Western markets, competition in the online video industry could intensify further.
Analysts note that Bilibili’s appeal extends beyond potential earnings. The platform has cultivated strong communities around animation, gaming, artificial intelligence and other niche content categories, offering creators in these fields access to a large audience outside YouTube.
Bilibili’s format also differs from YouTube’s in key ways. Its signature feature, “danmu” or bullet comments, displays viewer comments directly on screen in real time as a video plays. Combined with topic-based communities, the feature is designed to make viewers feel part of a shared discussion rather than passive spectators.
