Bilibili Challenges YouTube With Higher Creator Pay and Global Expansion

Chinese video-sharing platform Bilibili is going global as it aims to lure more artists and watchers beyond China, potentially putting it in rivalry with YouTube.

Reports suggest that Bilibili is likely to pay its content creators close to $0.70 for every 1,000 views, or about Rs. 194. However, this number has not been formally validated by the platform and hence should not be seen as a finalised payout rate.

According to China’s Global Times, Bilibili has made a number of adjustments to its worldwide platform to facilitate overseas users’ participation and use of the service. The changes include a simplified registration process, no necessary identification verification, a more localised interface and features for international users, reports said.

The company is also apparently trying to offer competitive compensation for creators as well, potentially offering content producers another opportunity to monetise their videos outside of YouTube.

Bilibili was created in 2009 and has become one of the most popular platforms for youthful audiences in China. The corporation claims it has more than 350 million monthly active users, although more recent estimates put the figure at more than 370 million.

Some famous international creators have already joined the platform. YouTuber MrBeast started uploading on Bilibili in 2024 and reportedly has about 8.8 million subscribers on the platform. His appearance demonstrates the platform’s ability to reach people outside China.

But taking on YouTube worldwide will be tough. “YouTube has created a huge ecosystem of creators, advertisers and viewers over the years across different markets. Meanwhile, Bilibili is still building its international advertising network and creator monetisation system.

Bilibili’s strong communities in things like animation, gaming and artificial intelligence could also draw creators. These smaller, more targeted communities can provide more opportunity for producers to connect with audiences that are interested in particular types of material.

Another important difference is Bilibili’s use of “danmu” or bullet remarks. The function allows viewers to make comments that show up right across the video as it plays. This, together with topic-based communities, provides a more participatory viewing experience, where audiences may engage in real-time discussions.

If Bilibili succeeds in building a substantial creator and user base in Western and other international countries, it might boost competition in the global online video business and provide creators with another means to reach viewers and make money.