By: News Desk 92Pavilion | Updated: August 26, 2026
Quick Answer: Chinese video platform Bilibili has relaunched its international app as part of a major global expansion aimed at challenging YouTube. The platform is reportedly offering creators around $0.70 per 1,000 views, alongside plans for an English-language website and hiring across cities including Los Angeles, London, and Tokyo. With 376 million monthly active users in China, Bilibili is now courting international creators, though several of its new monetisation details remain unfinalised.
A Major Push Beyond China
Bilibili, often described as China’s answer to YouTube, has launched a renewed international expansion aimed at attracting creators and viewers outside its home market. The 17-year-old platform has relaunched its global app, is developing an English-language website, and has begun hiring across major international cities, including Los Angeles, London, Mexico City, São Paulo, Istanbul, and Tokyo.
The move marks one of Bilibili’s most significant efforts yet to expand beyond China, positioning it in more direct competition with established platforms like YouTube, TikTok, Instagram Reels, and Twitch.
What’s Driving the Expansion
Founded in 2009, Bilibili began as a niche community centred around anime, gaming, and youth culture. It has since grown into one of China’s largest online video platforms, reporting 376 million monthly active users and a substantial creator ecosystem built around user-generated content.
Bilibili had previously operated an international version of its platform but discontinued it in recent years. Its relaunch signals a renewed attempt to compete for global audiences and creators who are increasingly active on Western platforms.
The Creator Payout That’s Drawing Attention
A key part of Bilibili’s pitch to international creators centres on monetisation. According to reports, the platform is offering creators approximately $0.70 for every 1,000 views, which could translate to roughly $700 for one million views. However, the exact payout can vary depending on factors like viewer location and content type.
To qualify for monetisation, creators reportedly need at least 100 subscribers and 2,000 valid public views. Bilibili also screens for originality and copyright compliance before approving creators for its programme, and payouts can be adjusted based on tax requirements or fraud checks.
New Features for International Users
Bilibili has stated that its relaunched international app offers more convenient registration without requiring identity verification, along with a more localised user experience. The company says it plans further local optimisation and new features going forward, as it works to make the platform more accessible to creators and viewers outside China.
What Sets Bilibili Apart
Beyond video content itself, Bilibili has built its identity around distinctive interactive features, including “bullet comments,” a system that overlays viewer comments directly onto the video as it plays, alongside colour-coded comments and interest-based communities. Long-time users say this creates a stronger sense of participation compared to more traditional video platforms.
According to Bilibili users, the platform’s design also encourages deeper content discovery: viewers often start with a single video and end up exploring an entire community built around a shared interest, a pattern many describe as central to what keeps them engaged over time.
Not Everything Is Finalised Yet
Despite the buzz surrounding Bilibili’s international push, several aspects of its creator monetisation strategy remain unclear. According to reporting on Bilibili’s creator pitch materials, the platform has promised revenue-sharing, virtual gifting, and a creator marketplace, but none of these structures have been fully finalised or publicly detailed yet. In effect, creators considering the platform are being asked to commit based on promised features rather than a fully built-out system.
Challenges Ahead
Competing directly with YouTube and TikTok on a global scale is no small task. Analysts note that Bilibili will need to build a strong international creator ecosystem from scratch while also navigating significant concerns around content moderation, censorship, data security, and regulatory scrutiny in different markets, issues that have historically complicated the global expansion of Chinese platforms.
What This Could Mean for Creators and Viewers
For content creators frustrated with existing monetisation structures on established platforms, Bilibili’s expansion offers a potential new avenue, backed by a platform with a large, engaged user base already in place in China. Whether that translates into a genuine international alternative to YouTube, however, will likely depend on how quickly Bilibili can finalise its creator programme and build trust with audiences unfamiliar with the platform.
Frequently Asked Questions
How much is Bilibili reportedly paying creators?
Reports indicate approximately $0.70 per 1,000 views, though the exact amount can vary based on viewer location and content type.
What are the requirements to monetise on Bilibili?
Creators reportedly need at least 100 subscribers and 2,000 valid public views to qualify, along with meeting the platform’s originality and copyright standards.
How many users does Bilibili currently have?
Bilibili reports 376 million monthly active users, primarily within China.
Is Bilibili’s creator monetisation programme fully finalised?
No. Several elements, including revenue-sharing and a creator marketplace, have been promised but not yet fully detailed or implemented.
This report is based on reporting from Global Times, Storyboard18, Trak.in, and Yahoo Tech.
92Pavilion brings you global technology and digital media news as it happens. Stay with us for updates on this developing story.
