China's Bilibili Aims for a Global YouTube Moment: Can It Pass the TikTok Litmus Test?

Bilibili's global push caught fire on X after its Creator Hub announced the international app launch. Gaming analyst Daniel Ahmad then likened the service to YouTube, pointing to its large following in China.

There's a crucial catch: this isn't Bilibili's first international push. The company has relaunched its international app with broader video access, improved localisation, and simpler sign-ups.

From Anime Hub to China's Video Giant

Bilibili launched its website in Shanghai in 2009, starting as a community built around anime, comics, and games. The company has since expanded into a broad video platform covering everything from entertainment and gaming to lifestyle and technology. It reported 376M monthly active users and 117.3M daily active users in the third quarter of 2025.

Calling Bilibili 'China's YouTube' only tells part of the story. One of its most distinctive features is danmu, or bullet comments, which appear over videos in real time. Unlike YouTube's comments, which are displayed separately from the video, danmu is integrated into the viewing experience. That community-driven format could help Bilibili stand out as it expands overseas.

Bilibili's Relaunch Signals a Bigger Global Push

The relaunched app has also simplified registration for overseas users by dropping the previous identity-verification requirement. For now, it is available on Android, while iOS support is still on the way.

Bilibili has also signalled plans for an English-language website and is also building an overseas team. Job listings show openings for community managers in Los Angeles, London, Mexico City, São Paulo, Istanbul, and Tokyo, alongside a Singapore-based role focused on AI-powered content moderation.

While the Chinese video platform has outlined its international ambitions, it has yet to provide a detailed timeline for the broader rollout. 'Yes, bilibili is going global so follow for more updates,' the company's Creator Hub wrote on X.

Bilibili's Biggest Challenge May Be Creators

Getting viewers will be only half the battle for Bilibili. It also needs creators who see a reason to keep posting. YouTube's advantage goes beyond its audience; it has built an entire economy around video creation and monetisation.

Bilibili is now trying to make room for itself in that crowded market. Its creator materials describe an audience that is 'Gen Z-coded, affluent, and well-educated' and point to a future marketplace for brand deals. MrBeast offers an early proof of concept: his first Bilibili video in 2024 drew millions of views. The bigger test is whether Bilibili can turn that kind of interest into regular participation from creators outside China.

Bilibili's Global Push Comes After TikTok's Rise

TikTok turned a Chinese-developed app into a major global platform. However, its growth has also brought regulatory scrutiny over user data and content moderation, as well as compliance with rules in different markets. The company has faced regulatory action in the US and Europe, including over children's privacy and the handling of European user data in relation to China.

TikTok therefore serves as a useful benchmark. Bilibili is already developing AI-powered moderation for its international operations and says its Chinese and global versions will carry the same content.

The Shanghai-based platform has so far avoided the regulatory battles that have shaped TikTok's overseas expansion, so a direct comparison would be premature. If its audience abroad grows substantially, however, questions about user data, sensitive material, and compliance with different laws could become harder to avoid.