Bilibili Expands Globally as It Competes with YouTube

Bilibili, often described as China’s answer to YouTube, is relaunching its international app and preparing an English-language site as part of a broader push into the U.S., Europe, Japan, and other markets. The company is courting Western creators like MrBest, hiring community and moderation staff globally, and building tools for brand partnerships. Key changes include removing identity verification requirements for overseas users, allowing sign-ups without passports or ID documents. The revamped international app aims to attract global creators by offering a platform for monetization and connecting with ‘Gen Z, affluent, and well-educated’ audiences. A marketplace for sponsored content between international users and brands is in development. While the U.S. and Chinese sites will share similar content, Bilibili emphasizes its commitment to expanding its global footprint through strategic partnerships and community engagement.