Chinese video service Bilibili has officially started its international expansion, reports Semafor. The platform has relaunched the overseas version of its Android app and, according to media reports, is actively attracting Western bloggers. Formally, the service was previously available outside of China, but now the company has shifted to a targeted strategy to attract audiences and creators from other countries.
The main change in the updated app, which is also set to launch on iOS, concerns the removal of mandatory identity verification. Previously, Bilibili required a passport or other document during registration, even if the user was uploading videos from abroad. This barrier has now been lifted, and the app's feed will mix Chinese and international content.
Simultaneously, the service is hiring employees in 6 regions. Offices and teams are being formed in Los Angeles, London, Mexico City, São Paulo, Istanbul, and Tokyo. The company also plans to launch an English version of the website to simplify video uploads for foreign creators. This is a key point for the platform, whose interface has historically been designed exclusively for the Chinese audience and its specifics, including bullet-comments flying over videos.
The rise in popularity inevitably raises the question of whether Bilibili will face the same regulatory pressure as TikTok.
For YouTube, the emergence of yet another competitor comes at a challenging time. The Google service remains the most popular platform for video, but Netflix is increasing its pressure by focusing on video podcasts and content from independent creators. According to Bloomberg, competition has intensified to the point where YouTube is offering channels multi-million dollar sums for priority publication of videos exclusively on its platform, rather than simultaneously on multiple services.