What is Bilibili: The Cultural Force of China's Younger Generation and Opportunities for Brands in 2025

Bilibili (often referred to as “B站”, translated as “B-site” by locals) is often compared to YouTube due to its strong emphasis on long-form videos.

But look closer, one will find It also represents one of China’s most distinctive and influential digital platforms, having evolved from a niche community for anime, comics, and gaming (ACG) enthusiasts to a comprehensive content ecosystem that shapes the cultural identity of China’s younger generations.

As a prominent Chinese website in the online video market, Bilibili has gained significant user base and growing prominence. With its unique interactive features, vibrant community culture, and expanding user base, Bilibili has become a leading platform in the Chinese market that Western brands can no longer afford to ignore.

For Western companies seeking to penetrate the Chinese market, understanding Bilibili offers a window into the preferences, behaviors, and consumption patterns of China’s most coveted demographic: Gen Z and millennial consumers.

This comprehensive guide explores what makes Bilibili unique, how its ecosystem operates, and the strategic opportunities it presents for international brands looking to engage with China’s digital-native youth.

Part 1: Understanding Bilibili Basics

Historical Evolution (2009-Present)

Bilibili was officially established in 2009, originally named "Mikufans," a website dedicated to Hatsune Miku, a Japanese virtual singer. In January 2010, it was formally renamed "Bilibili," drawing inspiration from a Japanese anime character nicknamed "Biribiri." Founded by Xu Yi, the platform was initially built to serve ACG enthusiasts in mainland China, providing a space for fans to share and discuss anime-related content.

The platform's early years were characterized by a closed membership system—new users needed invitation codes from existing members to register. This cultivated an exclusive, tight-knit community with shared interests and cultural references. By 2018, Bilibili had grown substantially enough to list on NASDAQ, and in 2021, it completed a secondary listing on the Hong Kong Stock Exchange, signaling its emergence as a major player in China's digital landscape.

Hatsune is a virtual singer created by a Japanese music engineering software company.

Transformation from ACG Community to Comprehensive Content Platform

What began as a niche community has expanded dramatically in scope. While maintaining its roots in anime and gaming, Bilibili now encompasses content spanning lifestyle, knowledge, entertainment, technology, music, fashion, and numerous other categories. This evolution reflects a deliberate strategy to broaden its appeal while preserving the core community values that made it successful.

The platform now hosts various content formats beyond user-generated videos, including:

• Live streaming services

• Professional Occupationally Generated Videos (OGV)

• Mobile games

• E-commerce through its “Bilibili Mall”

• Original and licensed animated series

• TV series and variety shows

• Educational content

Teacher Li Yongle is one of the most popular channel on Bilibili. Mr. Li is a middle school math teacher. He teaches STEM classes on Bilibili as early as 2017 and gained massive following during Covid lockdown.

Additionally, Bilibili's capacity to host a diverse array of video content appeals to a broad audience, including influencers and casual viewers.

Core User Demographics: The Dominance of Gen Z and Millennials

Bilibili's user base predominantly consists of China's "Z+ Generation" (those born between 1985 and 2009), with the average user age being 22.8 years. According to platform data, approximately 86% of users are under 35 years old, with a slight male majority. These users are primarily concentrated in China's first and second-tier cities, representing the country's most educated and digitally savvy demographic.

This younger audience is characterized by:

• Higher education levels than average Chinese internet users

• Strong purchasing power despite their youth

• Opinion leadership within their social circles

• Cultural curiosity and openness to new ideas

• Willingness to pay for quality content and experiences

  
  

Platform Scale: Key Metrics

As of December 2021, Bilibili’s monthly active users reached 272 million, with mobile MAU reaching 252 million, both representing a 35% year-over-year increase.

The average daily usage time per user also saw a significant rise compared to the previous year during the same period. The platform has over 10 million content creators uploading videos regularly, with professional user-generated videos (PUGV) accounting for 90% of all video views.

Other impressive metrics include:

• Average daily time spent per user: over 90 minutes

• Monthly paying users: 24.5 million (9.0% paying ratio)

• Video submissions: over 7,000 new videos uploaded hourly

• Total video views: billions per month

Part 2: Bilibili's Unique Cultural Ecosystem

Bullet Comments: The Charm of Interactive Viewing Experience

The most distinctive feature of Bilibili is its “bullet comments” (弹幕, or “danmu” in Chinese), a real-time comment system where viewers’ comments fly across the screen like bullets while a video plays.

This creates a shared viewing experience as users can see other viewers’ reactions at specific moments in the video, fostering a sense of community even when watching alone.

Unlike traditional comments sections, bullet comments are time-stamped to specific moments in videos, creating contextual conversations. This system enables:

• Synchronized viewing experiences

• Real-time community interactions

• Collective emotion sharing

• In-joke development and cultural references

• A unique form of community-based content annotation

  
  

"Bullet Comments" creates a virtual co-viewing experience. Many times, the bullet comments are so many that they form a so-called "Bullet Curtain" that overtakes the video. Sometimes the communal experience of posting and reading the "Bullet Comments" becomes the central enjoyment of Bilibili.

The bullet screen feature has become so popular that many Chinese users feel something is missing when watching videos on other platforms that lack this function.

Additionally, users can access all the videos on the platform without certain restrictions, showcasing Bilibili's commitment to providing a broad range of video content for its users.

Community Culture and User Sense of Belonging

Bilibili has cultivated a strong sense of community identity through shared language, cultural references, and rituals.

Users often refer to themselves as “B Zhan Ren” (B站人, “B site people”) and identify with the platform’s mascots, the “2233” characters.

Bilibili's official mascot, 2233, is an anime sister duo (22, left, is the elder sister, and 33, right, the younger of the two). They are called "Bilibili Girls" (Bilibili 娘) by the fans.

Bilibili's strategic advantages for brands aiming to connect with a young audience are evident, as the platform's diverse content and community-driven features cater specifically to the interests and behaviors of users predominantly under 25 years old.

The community is characterized by:

• Respectful interactions (excessive conflict or vulgarity is discouraged)

• Appreciation for creativity and originality

• Knowledge-sharing and mutual support

• Shared cultural references and in-jokes

• Pride in community membership

  
  

Official Membership Examination and Community Quality Control

One of Bilibili's most unique aspects is its membership examination system. While anyone can register as a basic member to watch videos, to become an "official member" with commenting privileges and other benefits, users must pass a 100-question exam testing their knowledge of community norms and ACG culture. This system serves multiple purposes:

• Ensuring new members understand community values

• Filtering out casual users who might disrupt the community

• Creating a rite of passage that enhances membership value

• Maintaining content quality and community standards

• Strengthening users' sense of belonging

  
  

This barrier to full participation has been instrumental in preserving Bilibili's community quality despite rapid user growth.

Diverse Content Channels and Vertical Interest Circles

Bilibili organizes content into over 7,000 interest-based communities across major channels including anime, gaming, knowledge, lifestyle, entertainment, and technology. This structure allows users to easily find content matching their specific interests while facilitating connections between users with similar tastes.

Each channel develops its own subculture, content creators, and interaction norms, creating a federation of communities united by Bilibili's broader platform culture. This diverse yet interconnected ecosystem makes Bilibili particularly valuable for understanding the varied interests of China's youth.

Part 3: Content Ecosystem and Creator Economy

The Central Role of PUGV (Professional User Generated Content)

While Bilibili hosts various content types, professional user-generated videos remain its core offering, accounting for approximately 90% of total video views. Unlike short-form content platforms, Bilibili specializes in mid-length videos (typically 5-20 minutes) that offer deeper engagement and more substantive content.

Content creators (called “UP主” or “UP zhu”) range from amateur enthusiasts to professional teams producing high-quality, specialized content. The platform’s support for longer-form content allows for:

• In-depth explorations of topics

• Tutorial and educational content

• Storytelling and narrative development

• Community-building around specific content niches

• Meaningful creator-audience relationships

  
  

Additionally, premium members on Bilibili enjoy various privileges and features, such as access to high-resolution videos, early access to content, and discounts on games, enhancing the benefits of subscription-based engagement on the platform.

Creator Incentive Systems: "Triple-Click" and "Charging Plan"

Bilibili has developed several innovative mechanisms to support content creators. These lingos have proliferated to daily life online and offline alike:

1. "Triple-Click" (一键三连): A feature allowing viewers to simultaneously like, coin, and favorite a video with one action, supporting creators while simplifying user engagement. The "coin" feature is particularly unique—users receive a limited number of virtual coins daily that they can donate to videos they appreciate.

   
   

2. "Charging Plan" (充电计划): A direct support system where fans can "charge" their favorite creators, similar to tipping on Western platforms but with Bilibili's community-oriented framing.

   
   

3. Creator Incentive Program: Launched in 2018, this program provides monetary rewards to creators based on content quality, engagement, and viewership.

   
   

Through these systems, Bilibili has built a sustainable creator economy that rewards quality over mere view counts, fostering the development of thoughtful, well-crafted content.

Content Categories: Anime, Gaming, Knowledge, Lifestyle, and Beyond

Bilibili's content spans numerous categories, including:

• Anime & Comics: Licensed anime, fan discussions, reviews, and original animations

• Gaming: Game playthroughs, reviews, esports, and gaming culture content

• Knowledge: Educational videos, science explanations, historical analyses, and tutorials

• Lifestyle: Vlogs, cooking, fashion, and daily life content

• Entertainment: Comedy, music covers, dance performances, and variety content

• Technology: Product reviews, tech news, programming tutorials, and DIY projects

  
  

The platform also hosts more specialized categories like "Guofeng" (traditional Chinese style content), documentaries, and virtual YouTuber (VTuber) content.

Similar to Period Drama in Hollywood, Guofeng is a type of content featuring figures in historically inspired costume.

Quality Content Case Studies and Distribution Mechanisms

High-quality content on Bilibili often achieves viral status through organic sharing within and beyond the platform. Notable examples include:

• Documentary series like "The Story of Chuan'er" (人生一串), which explores Chinese street food culture

• Educational channels like "Li Ziqi" (李子柒), showcasing traditional Chinese countryside life and crafts, who later made a huge wave on YouTube.

• Science videos from "Paperclip" (回形针), explaining complex concepts in accessible ways

• "Linghun Chuqiao" (灵魼), an original Chinese animation demonstrating high production values

  
  

Bilibili's recommendation algorithms favor quality and engagement metrics over pure view counts, helping substantive content reach relevant audiences. This approach has established Bilibili as a platform known for high-quality content compared to platforms prioritizing viral, short-form videos.

Part 4: Bilibili User Behavior and Consumption Habits

Gen Z Consumption Preferences and Decision-Making Characteristics

Bilibili users exhibit distinctive consumption patterns that differ from previous generations. They:

• Value authenticity and creativity over polish and perfection

• Make purchasing decisions heavily influenced by peer recommendations and community validation

• Are willing to pay for digital content, experiences, and intellectual property

• Appreciate brands that demonstrate cultural understanding and respect

• Have higher brand loyalty when they perceive genuine value and cultural alignment

• Support creators and brands that share their values and aesthetic preferences

For these users, consumption is often an expression of identity and community membership rather than purely functional.

Platform User Engagement and Loyalty Analysis

Bilibili boasts impressive user engagement metrics, with average daily time spent exceeding 90 minutes per user. This high engagement stems from:

• The immersive bullet comment system that encourages active participation

• Long-form content that rewards deeper viewing sessions

• Community interactions that extend beyond passive consumption

• The platform's role as both entertainment and knowledge source

• User loyalty programs like "Big Member" (大会员) premium memberships

The platform's retention rates significantly exceed industry averages, with official members showing particularly strong loyalty—over 79% remain active after 12 months.

Content Recommendation Mechanisms and User Discovery Paths

Bilibili employs sophisticated recommendation algorithms that balance user interests, content quality, and community trends. Unlike platforms that optimize solely for watch time, Bilibili's recommendation system considers:

• Content quality and production value

• Community engagement and reactions

• User interaction patterns (likes, coins, favorites)

• Content relevance to user interests

• Creator reputation and consistency

• 
  

This approach creates discovery paths that lead users to increasingly specialized content within their interest areas while occasionally introducing adjacent topics, fostering both depth and breadth of content consumption.

The Extended Influence of Bilibili Users on Other Social Platforms

Bilibili's influence extends far beyond its own platform. Content and trends originating on Bilibili frequently spread to mainstream Chinese social media like Weibo, WeChat, and Douyin. This cross-platform influence manifests in:

• Memes and language originating from Bilibili entering mainstream culture

• Bilibili videos being shared and discussed on other platforms

• Bilibili creators gaining broader social media influence

• Cultural trends emerging on Bilibili before spreading to the mainstream

• Bilibili serving as a cultural barometer for youth preferences

  
  

For brands, this means that effective Bilibili engagement can generate impacts far beyond the platform itself.

Part 5: Marketing Opportunities for Western Brands on Bilibili

Marketing Models: Advertising, Sponsored Content, KOL Collaborations

Bilibili offers multiple marketing approaches for international brands:

1. Standard Advertising: Including pre-roll ads, banner ads, and homepage takeovers. Brands can effectively engage with their target audience through various video ads on the platform, such as large video ads on the homepage and video ads in suggested content lists, which are designed to be highly targeted based on user demographics and interests.

   
   

2. Brand Channels: Official brand accounts sharing original content relevant to their products

   
   

3. Sponsored Videos: Collaborations with creators for authentic brand integrations

   
   

4. KOL Partnerships: Engaging with key opinion leaders popular on the platform

   
   

5. Custom Content Initiatives: Brand-sponsored content series, challenges, or events

   
   

6. E-commerce Integration: Linking content directly to shopping opportunities

   
   

The most successful approaches typically combine multiple strategies with emphasis on authentic community engagement rather than hard selling.

Success Case Studies: International Brand Strategies on Bilibili

Several Western brands have successfully engaged the Bilibili community:

• Nike: Created animated brand stories resonating with young Chinese audiences

• Mercedes-Benz: Sponsored automobile technology explanations by popular science creators

• Fenty Beauty: Collaborated with makeup enthusiasts for authentic product demonstrations

• Coca-Cola: Developed culturally relevant animations integrating their brand with Chinese festivals

  
  

The common thread among successful campaigns is respect for the platform's culture and focus on content that provides genuine value to users beyond mere product promotion.

Brand Localization Strategies: Adapting to Bilibili's Community Culture

To succeed on Bilibili, international brands must:

• Understand the platform’s unique community codes and cultural references. Bilibili is often described as a Chinese version of YouTube, catering specifically to the Chinese market.

• Adapt global marketing strategies to local preferences

• Work with creators who authentically resonate with the community

• Develop content that feels native to the platform rather than repurposed

• Be patient in building community relationships rather than expecting instant results

• Show genuine appreciation for Chinese culture and youth interests

Brands should view Bilibili engagement as community building rather than traditional advertising—focusing on long-term relationships over immediate conversion.

Content Creative Guidelines: What Resonates on Bilibili

Successful content on Bilibili typically features:

• Educational value or information depth (even entertainment content often teaches something)

• Authentic personal voice and perspective

• High production quality for visual and audio elements

• Cultural relevance to Chinese youth interests

• Interactive elements that encourage community participation

• Respect for platform norms and community sensibilities

• Storytelling that engages emotions and imagination

  
  

Content should invite user engagement through questions, challenges, or discussion topics to leverage the platform's interactive nature.

Part 6: Practical Guide to Establishing Presence on Bilibili

Account Registration and Verification Process

To establish an official brand presence:

1. Register a basic account at bilibili.com or through the mobile app

   
   

2. Complete the official membership exam (may require assistance from someone familiar with Chinese internet culture)

   
   

3. Apply for official account verification through Bilibili's business portal

   
   

4. Prepare necessary business documentation including business licenses and trademark registrations

   
   

5. Develop a content plan aligning with platform guidelines

   
   

6. Set up account profile with brand identity elements

   
   

International brands should consider partnering with local agencies familiar with Bilibili's verification requirements and content policies.

Content Planning and Creation Suggestions

Effective Bilibili content strategy typically involves:

• Developing platform-specific content rather than repurposing global materials

• Creating regular posting schedules to build audience expectations

• Balancing entertainment, education, and brand messaging

• Featuring authentic personalities rather than corporate presentations

• Including interactive elements that leverage bullet comments

• Designing thumbnails and titles optimized for Bilibili's interface

• Producing longer-form content (5-20 minutes) rather than short clips

  
  

Most successful brand accounts develop multiple content series addressing different audience interests while maintaining consistent brand identity.

Community Interaction Strategies and Fan Maintenance

Building and maintaining a Bilibili community requires:

• Active comment monitoring and response

• Participation in platform events and trending topics

• Regular community engagement beyond video posting

• Recognition and appreciation of active fans

• Creation of community rituals and shared language

• Collaboration with established community members

• Transparency about brand identity and commercial intent

  
  

Brands should designate team members who genuinely understand both the brand and Bilibili culture to manage community interactions.

Data Analysis and Effect Evaluation Methods

Measuring success on Bilibili involves analyzing:

• Engagement metrics beyond views (coins, favorites, shares)

• Bullet comment sentiment and density

• Community growth and retention rates

• Content performance across different topics and formats

• Influence spillover to other platforms

• Brand perception changes within the community

• Conversion data for commercial objectives

  
  

Bilibili offers business analytics tools for official accounts, but brands should also consider qualitative analysis of community interactions to fully understand performance.

---

Brands Without Borders provides full services to help you register and verify your official accounts on Bilibili, Xiaohongshu (Little Red Book, or RED), WeChat and other popular Chinese social apps.

Ready to skyrocket your brand in China with Bilibili?

Connect with our team today and start engaging with your Chinese audience on Bilibili! 🚀

Book A Call with Us Now →