Chinese video platform Bilibili has launched a major international expansion effort. The company aims to attract creators and compete with YouTube beyond China.
Reports this week suggested Bilibili may pay creators around $0.70 per 1,000 views. However, the company has not confirmed a fixed global payment rate.
Bilibili stated that creator earnings depend on several factors. These include engagement, content quality, audience activity, and advertising performance.
Global App Launch Targets International Creators
Bilibili launched its international Android app on August 19. Meanwhile, the iOS version is expected to arrive soon.
The new platform offers improved localization for overseas users. In addition, international creators can now register without submitting passports or identity documents.
The company is also preparing an English-language website. Furthermore, it is hiring teams in cities including London, Los Angeles, Tokyo, and São Paulo.
Bilibili is developing AI-powered moderation systems. These efforts support its growing international presence.
Monetization and User Growth Drive Expansion
Bilibili already operates a Creator Incentive Program in China. The system combines creator incentives with advertising revenue sharing.
The company does not calculate earnings through views alone. Therefore, the reported $0.70 figure appears to be an estimate rather than a guaranteed payout.
Bilibili reported more than 376 million monthly active users during the first quarter of 2026. It also recorded 115.2 million daily active users.
Users spent an average of 119 minutes daily on the platform. Meanwhile, advertising revenue rose 30 percent year-on-year to approximately $375 million.
Creators can also earn through livestreaming, fan support, e-commerce, paid content, and brand partnerships. As a result, Bilibili hopes to attract established creators worldwide.
The company’s international expansion remains in its early stages. Nevertheless, its latest moves signal strong ambitions to challenge YouTube globally.
