Bilibili: Complete Guide to the Chinese Video-Sharing Platform

Last updated: September 2026

Bilibili is a major Chinese video-sharing platform known for its strong communities around anime, comics, games, technology, entertainment, education, and other interest-based content. The platform combines user-generated videos, professional content, livestreaming, short videos, long-form programming, and its distinctive danmu commenting system.

In Q2 2026, Bilibili reported 371 million monthly active users (MAUs), 116.5 million daily active users (DAUs), and average daily time spent of about 113 minutes per user. The company also reported about 4 million monthly active creators, nearly 3 million creators earning income, and continued growth in advertising and other revenue streams.

This guide explains what Bilibili is, what its name means, how it started, how its community works, what users can watch, how creators make money, how the platform compares with YouTube and other video services, and what has changed as Bilibili has expanded internationally.

Bilibili at a Glance

What Is Bilibili?

Bilibili is a Chinese online video platform operated by Bilibili Inc. It began with a strong focus on anime, comics, and games, commonly referred to as ACG, but it has since expanded into a much broader entertainment and content ecosystem.

Users can watch videos, participate in livestreams, interact with creators, post comments, follow channels, join communities, and discover content through personalized recommendations.

One of Bilibili’s most recognizable features is danmu, or scrolling comments that appear directly over the video as viewers watch.

The platform is particularly associated with communities built around shared interests rather than only general entertainment.

What Does Bilibili Mean?

The name Bilibili was adopted in January 2010. The platform’s name is associated with the Japanese anime character Mikoto Misaka from A Certain Scientific Railgun, who is known by the nickname “Biri-Biri.”

The name reflects the platform’s historical connection with anime and Japanese pop-culture communities.

What Does Bilibili Stand For?

Bilibili does not function as an acronym in the way that names such as “BBC” or “CNN” do.

Instead, Bilibili is a brand name that reflects the platform’s historical roots in anime, comics, games, and online youth culture.

How Did Bilibili Start?

Bilibili was founded by Xu Yi, who initially created the site as a personal project called Mikufans.

The website officially launched in June 2009. It later adopted the Bilibili name in January 2010.

The platform initially became popular among users interested in anime, comics, and games. Over time, its content categories expanded considerably.

Today, Bilibili serves audiences interested in entertainment, gaming, technology, education, music, lifestyle, science, and many other subjects.

Why Is Bilibili Popular?

Bilibili’s popularity comes from a combination of community culture, content variety, creator participation, and interactive features.

Unlike a conventional video site focused primarily on passive viewing, Bilibili encourages users to participate in communities centered on specific interests.

Strong Interest-Based Communities

Bilibili has developed communities around subjects such as:

• Anime
• Gaming
• Music
• Travel
• Automotive topics
• Lifestyle
• AI
• Fashion

These communities allow users to discover creators and content that closely match their interests.

Danmu Culture

Danmu is one of Bilibili’s defining features.

Instead of appearing only below a video, comments can move horizontally across the video itself at the point where they were posted.

This creates a shared viewing experience in which users can react to the same moment together.

Danmu comments can be especially common during:

• Anime episodes
• Gaming videos
• Music performances
• Educational explanations
• Livestreams
• Major events

Creator Culture

Bilibili has a large creator ecosystem commonly associated with UP主, the platform’s term for content creators.

Creators publish videos, interact with viewers, participate in livestreams, and can use several monetization methods.

Bilibili reported about 4 million monthly active creators and nearly 3 million creators earning income.

Long-Form Content

Although Bilibili has increasingly incorporated short-form video, longer videos remain important to the platform.

Creators publish:

• Tutorials
• Reviews
• Documentaries
• Commentary
• Educational lessons
• Gaming guides
• Technology explanations
• Anime-related content
• Music performances

This gives Bilibili a content mix that extends beyond short entertainment clips.

What Is an UP主?

UP主 is a Chinese term commonly used on Bilibili to refer to a video creator or uploader.

The term comes from the idea of an “uploader,” although Bilibili creators can do much more than simply upload videos.

An UP主 may:

• Produce original videos
• Host livestreams
• Build a subscriber community
• Interact through comments
• Receive creator income
• Promote products or services
• Participate in platform programs

The term is an important part of Bilibili’s creator culture.

What Kind of Content Is on Bilibili?

Bilibili has expanded far beyond its original ACG focus.

Popular categories include:

• Anime
• Gaming
• Technology
• Education
• Music
• Dance
• Entertainment
• Lifestyle
• Food
• Travel
• Automotive
• Science
• Digital products
• Fitness
• Fashion
• Documentary content
• Professional tutorials

The exact content available can vary by region, licensing arrangements, creator activity, and platform policies.

What Is PUGV on Bilibili?

PUGV stands for Professional User-Generated Video.

Bilibili uses the term to describe professionally produced or professionally oriented user-generated content.

PUGV is an important part of Bilibili’s content ecosystem because it combines creator-driven production with increasingly professional video quality.

Examples can include:

• Technology reviews
• Educational videos
• Documentaries
• Gaming content
• Lifestyle programming
• Professional tutorials

What Is OGV on Bilibili?

OGV stands for Occupationally Generated Video in Bilibili’s terminology.

OGV generally refers to professionally produced content distributed through the platform.

This can include licensed programming, professional entertainment, and other content produced by organizations or professional teams.

PUGV and OGV therefore represent different parts of Bilibili’s broader content ecosystem.

What Is Danmu on Bilibili?

Danmu, sometimes written as danmaku, refers to comments that appear over the video while it is playing.

The word comes from the Japanese term “danmaku,” which can be translated as “bullet curtain.”

On Bilibili, danmu allows viewers to react to specific moments in a video.

For example, users may post comments such as:

• Reactions to a surprising moment
• Jokes
• Questions
• References to earlier scenes
• Explanations
• Recommendations
• Emotional reactions

Users can generally adjust danmu settings, including visibility and display behavior.

Danmu is one of the features that most clearly distinguishes Bilibili’s viewing experience from conventional comment sections.

What Is Bilibili’s Official Membership?

Bilibili offers an official membership system that provides access to additional community and platform features.

Historically, users seeking official membership status could complete an entrance examination covering platform rules and community knowledge.

Bilibili reported approximately 284 million official members as of December 31, 2025.

Membership requirements and privileges can change, so users should check Bilibili’s current rules for the latest information.

What Is the Tri-Support Feature on Bilibili?

Bilibili’s Tri-Support concept refers to three common forms of positive user interaction:

1. Like
2. Coin
3. Favorite

These interactions allow viewers to show support for creators and content.

The coin system is particularly associated with Bilibili’s community culture.

How Does Bilibili’s Recommendation System Work?

Bilibili uses recommendation technology to help users discover videos and other content.

Recommendations can be influenced by factors such as:

• Viewing history
• Search behavior
• Interactions
• Followed creators
• Content categories
• Engagement patterns

The exact recommendation algorithms and systems are proprietary and can change over time.

Bilibili has also described the use of AI and other technologies as part of its broader content and recommendation ecosystem.

Does Bilibili Have Short Videos?

Yes.

Although Bilibili is historically associated with longer videos, the platform also offers short-form content.

Short videos allow creators to publish concise entertainment, educational, informational, and lifestyle content.

Bilibili’s short-video strategy exists alongside its established long-form creator ecosystem.

Does Bilibili Have Livestreaming?

Yes.

Bilibili offers livestreaming across several categories.

Livestream content can include:

• Gaming
• Music
• Entertainment
• Education
• Lifestyle
• Technology
• Events

Viewers can interact with livestreamers through comments and other platform features.

Does Bilibili Have Video Podcasts?

Bilibili supports podcast-style and talk-based video content.

Creators can publish:

• Interviews
• Discussions
• Commentary
• Educational talks
• News analysis
• Video podcasts

This format allows creators to produce longer conversations and discussions rather than only traditional edited videos.

Is Bilibili Free?

Bilibili offers a large amount of free content.

However, some content and features may be subject to:

• Membership requirements
• Paid access
• Regional restrictions
• Content licensing
• Platform policies
• Creator or rights-holder arrangements

The availability and pricing of specific content can change over time.

How Does Bilibili Make Money?

Bilibili generates revenue through multiple business areas.

Its major revenue categories include:

• Advertising
• Mobile games
• Value-added services
• IP derivatives and other businesses

The company has also continued investing in creator monetization and commercial services.

Bilibili Advertising Revenue

Advertising is an increasingly important source of Bilibili’s revenue.

Bilibili reported RMB10.06 billion in advertising revenue for 2025.

In Q2 2026, advertising revenue reached approximately RMB3.13 billion.

The platform’s advertising business can benefit from its large user base, interest-based communities, and creator ecosystem.

Bilibili Creator Monetization

Creators can potentially earn money through multiple mechanisms, depending on eligibility and current platform programs.

These can include:

• Advertising
• Fan support
• Livestreaming
• Commercial collaborations
• Paid content
• Platform creator programs
• Other monetization tools

Bilibili reported that nearly 3 million creators earned income during the relevant reporting period.

The company also reported that average creator income increased by approximately 21%.

More than 10 million users supported creators through fan charging, according to company-reported figures.

How Many Creators Are on Bilibili?

Bilibili reported approximately 4 million monthly active creators.

The platform also reported:

• About 4 million monthly active creators
• Nearly 3 million creators earning income
• About 24 million video submissions per month
• More than 10 million users supporting creators through fan charging
• Approximately 21% growth in average creator income

These are company-reported figures rather than independent audits.

How Many People Use Bilibili?

Bilibili reported 371 million monthly active users in Q2 2026.

The platform also reported:

• 116.5 million daily active users
• About 113 minutes of average daily time spent per user

These figures show the scale of Bilibili’s user base and engagement.

Bilibili User Statistics in 2026

The following table summarizes selected company-reported Q2 2026 user metrics:

These figures are reported by Bilibili and may change in later quarters.

What Is the Average Age of Bilibili Users?

Bilibili reported an average user age of 26 in 2025.

Although Bilibili originally developed a reputation for serving younger audiences interested in anime, comics, and games, the platform has expanded to attract users across a wider range of ages and interests.

Is Bilibili Available Outside China?

Yes.

Bilibili has expanded its international presence beyond mainland China.

However, the international version of the service does not necessarily provide the same content, features, or availability as the mainland Chinese platform.

International access can vary depending on:

• Country
• Licensing
• Local regulations
• Content rights
• Platform strategy
• Account availability

What Countries Have Access to Bilibili?

Bilibili’s international expansion has included markets such as:

• Indonesia
• Philippines
• Thailand
• Vietnam
• Singapore
• Malaysia

Availability can change as Bilibili expands or adjusts its international services.

How Do You Create a Bilibili Account?

Users generally create a Bilibili account through the platform’s website or app.

The exact registration process can vary depending on the user’s location and the version of Bilibili they are accessing.

Depending on the service, users may be asked to provide information such as:

• Phone number
• Verification code
• Account credentials
• Other registration information

International users should use the official Bilibili service available in their region and follow its current registration requirements.

Can You Use Bilibili Without an Account?

Some Bilibili content may be viewable without signing in.

However, account access can provide additional functions such as:

• Following creators
• Saving content
• Commenting
• Participating in community features
• Personalizing recommendations
• Interacting with creators

The exact features available without an account can vary.

Is Bilibili Available in English?

Bilibili has made efforts to serve international audiences, but the main Chinese platform remains primarily Chinese-language.

Some international-facing services, interfaces, subtitles, and content may be available in English or other languages.

English availability varies by:

• Region
• Video
• Creator
• App version
• Website interface
• Content licensing

Users should not assume that every Bilibili video or feature is available in English.

Can You Watch Bilibili on a TV?

Bilibili content can be viewed on compatible television devices and platforms where the service is supported.

Depending on the user’s region, options may include:

• Smart TV applications
• Casting
• Screen mirroring
• Supported streaming devices
• Web browsers

TV compatibility varies by country and device.

Can You Download Bilibili Videos?

Bilibili provides download functionality for certain content through supported applications and features.

However, not every video is necessarily available for offline viewing.

Download availability can depend on:

• Content rights
• Region
• Account status
• App version
• Creator or platform restrictions

Users should use Bilibili’s official download features rather than unauthorized third-party downloading services.

Is Bilibili Safe?

Bilibili is a large established video platform, but users should still follow normal online safety practices.

Potential concerns on any user-generated platform include:

• Copyright infringement
• Misleading information
• Scams
• Malicious links
• Inappropriate content
• Privacy risks
• Impersonation accounts

Users should avoid sharing unnecessary personal information and should use official applications and websites.

Parents should also review available parental controls and account settings when children use the platform.

Does Bilibili Have Copyright Protection?

Yes.

Bilibili operates within copyright and content-management systems and works with rights holders and creators.

However, because the platform hosts large amounts of user-generated content, copyright disputes can still occur.

Content availability may change when licenses expire, rights change, or videos are removed.

Users should rely on legally available content rather than unauthorized copies.

Bilibili vs. YouTube

Bilibili and YouTube are both major online video platforms, but they developed around different cultural and community environments.

The two platforms overlap in many functions, but their communities, markets, content ecosystems, and histories are different.

Bilibili vs. Douyin

Bilibili and Douyin both operate in China’s digital-content market, but their core experiences differ.

Bilibili has traditionally emphasized communities built around interests, while Douyin is strongly associated with short-form video and algorithmic discovery.

Bilibili vs. TikTok

Bilibili and TikTok both provide video content, but their global positioning and platform cultures are different.

The platforms should not be treated as identical competitors because their core user experiences and historical development differ.

Bilibili’s Use of AI

AI has become increasingly relevant to Bilibili’s platform and creator ecosystem.

Bilibili reported that AI-related content watch time increased 73% in 2025.

AI can be relevant to areas such as:

• Content discovery
• Recommendation systems
• Creator tools
• Video production
• Technology education
• AI-focused content communities

Bilibili has described AI as part of its broader technology and content strategy.

Bilibili’s International Expansion

Bilibili has been expanding beyond its historical mainland Chinese market.

Its international strategy has included selected Southeast Asian markets and other regions.

The platform’s international expansion can be seen in content and communities related to:

• Anime
• Gaming
• Technology
• Education
• AI
• Music

International expansion does not mean that the global service is identical to the mainland Chinese version.

Differences may include:

• Available content
• Language
• User interface
• Monetization
• Membership
• Licensing
• Local regulations

Bilibili Financial Performance

Bilibili generated approximately RMB30.35 billion in total revenue in 2025.

Advertising revenue accounted for approximately RMB10.06 billion of that amount.

For Q2 2026, Bilibili reported:

These figures are based on Bilibili’s reported financial results.

Who Owns Bilibili?

Bilibili Inc. is a publicly traded company.

Its shares trade on:

• Nasdaq under the ticker BILI
• The Hong Kong Stock Exchange under the stock code 9626

Because Bilibili is publicly traded, ownership is distributed among shareholders and can change over time.

Investors should consult the company’s latest filings for current ownership information.

Is Bilibili a Social Media Platform?

Bilibili can be considered a social platform because users can:

• Follow creators
• Comment
• Interact with content
• Participate in communities
• Livestream
• Share videos
• Build audiences

However, Bilibili is primarily recognized as a video-sharing and content platform rather than a traditional social network.

Its community functions are deeply integrated into its video experience.

Is Bilibili Good for Learning Chinese?

Bilibili can be useful for Chinese-language learning because it contains large amounts of native Chinese video content.

Learners may find:

• Native speech
• Chinese subtitles
• Educational explanations
• Vocabulary lessons
• Cultural content
• Everyday conversations
• Technology and science videos

Useful search terms can include Chinese-language keywords related to the subject a learner wants to study.

Because content quality varies, learners should select creators and videos carefully.

Can International Creators Use Bilibili?

Yes, international creators can use Bilibili, although requirements and available creator programs can vary.

International creators may publish content related to:

• Travel
• Language learning
• Gaming
• Technology
• Education
• Culture
• Entertainment

Popular international creator topics include:

• Anime
• Education
• AI
• Music

Creators should review Bilibili’s current account, verification, monetization, and content rules for their region.

What Are Bilibili’s Main Strengths?

Bilibili’s platform characteristics include:

• Strong interest-based communities
• Distinctive danmu interaction
• Large creator ecosystem
• Significant long-form content
• Broad educational content
• Strong gaming and ACG communities
• Livestreaming
• Growing short-video offerings
• Multiple creator monetization options

These characteristics contribute to Bilibili’s distinct identity within China’s online video market.

What Are Bilibili’s Limitations?

Potential limitations include:

• Chinese-language dominance
• Regional content restrictions
• Different availability outside mainland China
• Content licensing changes
• Complex community culture for new users
• Limited English availability for some content
• Changing platform and monetization policies

International users may encounter a different experience from users accessing the mainland Chinese version.

Who Uses Bilibili?

Bilibili attracts a broad range of users, although its historical audience has been strongly associated with younger users and ACG communities.

Common user interests include:

• Anime
• Gaming
• Technology
• Science
• Education
• Music
• Entertainment
• Lifestyle
• Automotive
• Fashion

The platform has expanded considerably beyond its original audience as its content ecosystem has grown.

Conclusion

Bilibili has grown from an ACG-focused community into one of China’s major online video and content platforms.

Its distinctive combination of danmu comments, creator communities, long-form video, livestreaming, education, gaming, entertainment, and interest-based content gives the platform a different identity from services such as YouTube, TikTok, and Douyin.

Bilibili reported 371 million monthly active users, 116.5 million daily active users, and about 113 minutes of average daily time spent in Q2 2026. It also reported approximately 4 million monthly active creators and nearly 3 million creators earning income.

The platform is also expanding internationally, while continuing to develop advertising, creator monetization, AI-related technology, and other commercial areas.

For users interested in Chinese-language content, anime, gaming, technology, education, entertainment, or specialized communities, Bilibili provides a broad video ecosystem with a distinctive community-centered viewing experience.

Mercy

Mercy is a passionate writer at Startup Editor, covering business, entrepreneurship, technology, fashion, and legal insights. She delivers well-researched, engaging content that empowers startups and professionals. With expertise in market trends and legal frameworks, Mercy simplifies complex topics, providing actionable insights and strategies for business growth and success.

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