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China’s popular video-sharing platform Bilibili, often described as the country’s “YouTube”, is undergoing a major overhaul as it seeks to expand its presence in international markets and attract global content creators.
According to a report by US-based Semafor, Bilibili has relaunched its Android app for international users and is expected to release an iOS version soon. The company is also developing a full English-language version of its website to make it easier for overseas creators to upload videos.
One of the biggest changes involves account verification requirements. Previously, users outside China who wanted to post videos were required to submit a passport or other government-issued identification documents.
The requirement has now been removed from the new international app. Content from both inside and outside China will also be displayed on the platform, allowing international creators and audiences to interact more easily.
As part of its global expansion, Bilibili is appointing regional representatives in cities including Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo to strengthen its connections with creators and viewers around the world.
The company’s international push comes as Chinese technology platforms face growing scrutiny in global markets. TikTok, another Chinese-owned video platform, previously faced intense scrutiny in the United States over national security concerns and legal pressure related to the potential sale of its US operations.
Bilibili could face similar challenges if it gains significant popularity in overseas markets, particularly amid growing competition in the global video industry.
However, if Bilibili succeeds in attracting international YouTubers and other prominent creators, its expansion could reshape the global video-sharing market, where YouTube and Netflix are also competing for audiences and creators.