China's Bilibili launches push for international audience
Chinese video platform Bilibili is rolling out a new international app and preparing an English-language website as part of a strategy to attract Western creators and viewers, according to Semafor. The company has also dropped its identity verification requirement and is hiring staff in several global cities.
Bilibili, often described as China's alternative to YouTube, is pursuing a deliberate strategy to expand beyond its home market, according to a Semafor report.
The company has relaunched the international version of its app for Android, with an iOS release reportedly coming soon based on a post on X. While Bilibili was technically already accessible outside China, the latest changes signal a clear push to attract Western viewers and creators to the platform.
Identity checks dropped
One of the most significant changes in the new app is the removal of mandatory identity verification. Previously, users had to register using a passport or other identification document, even when uploading content from abroad to Bilibili's main Chinese site. That requirement has now been dropped, and the app will going forward blend global and Chinese content together.
According to Semafor, Bilibili is also expanding its workforce, hiring staff in Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo. The company additionally plans to launch an English-language version of its website, aiming to make it easier for creators to upload videos.
Scrutiny and competition ahead
These moves could help Bilibili grow its international audience, but they also raise questions about whether the platform might face the same kind of regulatory scrutiny that TikTok encountered, which was ultimately forced to sell its US operations over national security concerns. A similar outcome isn't out of the question if Bilibili achieves comparable popularity in Western markets.
Should Bilibili succeed in drawing established creators onto its platform, it could add further pressure on YouTube, which is already facing intensifying competition from Netflix as the streaming giant invests more heavily in video podcasts and creator-driven content. The competitive landscape has grown tight enough that, per Bloomberg, YouTube is reportedly working on deals to pay channels for posting content there first, rather than releasing it simultaneously across multiple platforms.
