China's popular video-sharing platform Bilibili is overhauling its platform as it pursues an ambitious global expansion to attract international users and content creators (24/8).

According to a report by US media outlet Semafor, Bilibili has relaunched its Android app with features designed to make the platform more accessible to users outside China. An iOS version is also expected to launch soon.

The company is also developing a fully English-language version of its website, making it easier for overseas creators to register, upload videos and engage with audiences on the platform.

Bilibili Relaunches Platform for Global Users

The platform overhaul marks a significant shift in Bilibili's international strategy as the company seeks to build a larger presence beyond its core Chinese market.

One of the most notable changes concerns identity verification for overseas users who want to upload content. Previously, users outside China were required to submit a passport or other government-issued identification documents.

Under the new international version of the platform, that requirement has reportedly been removed.

The revamped app will also bring content from China and other countries together. This could give international users greater access to Bilibili's extensive Chinese-language video library while allowing overseas creators to reach Chinese audiences.

Bilibili Builds Regional Creator Network

To strengthen its global creator network, Bilibili is establishing regional representatives in major international cities.

The cities include Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo.

The representatives are expected to connect local creators with Bilibili and support the company's efforts to build a more international content ecosystem.

Bilibili's international expansion is therefore focused on both attracting overseas users and creating opportunities for international creators to participate on the platform.

Bilibili Faces Competition and Political Risks

Bilibili's expansion comes as Chinese technology companies continue to face challenges in overseas markets, particularly in the United States.

TikTok, another Chinese-owned video platform, has faced intense scrutiny from US authorities over national security and data concerns. It has also faced legal and political pressure over the ownership of its US operations.

Bilibili could potentially face similar scrutiny if its international user base grows substantially, although its current global footprint remains far smaller than TikTok's.

The company will also face competition from established global platforms. YouTube dominates online video, while Netflix remains a major force in professionally produced streaming content.

Bilibili will need to persuade international creators that its platform can offer meaningful audiences, monetisation opportunities and global reach. Its efforts to attract established YouTubers and other international creators could be crucial to the success of its expansion.

PHOTO: BILIBILI

This article was created with AI assistance.

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