What is BiliBili? The YouTube of China

What is BiliBili? Launched in 2009, BiliBili is one of the leading Chinese social media platforms, an innovative video-sharing and streaming service. Best described as a blend of YouTube and Twitch, BiliBili caters to a youthful, culture-rich audience, especially those passionate about ACG (anime, comics, gaming) subculture. In this guide, we'll explore BiliBili through its user statistics, platform features, and marketing advantages. 

Key statistics

• Monthly Active Users (MAU): BiliBili has over 341 million users actively using the platform.
• BiliBili has a predominantly male user base, with around 57% of users identifying as male.
• Nearly 90% of users are aged between 18 and 35.  

These figures showcase BiliBili’s massive, engaged young audience, a strategic entry point into China’s social media landscape for global brands. 

Key features of Bilibili for marketing 

Here are the standout features that make BiliBili an effective marketing platform for brands:

• Danmu (Bullet comments): Real-time, on-screen comments create an engaging, communal viewing experience. This feature drives engagement, watch-time retention, and emotional connection, vital for viral or immersive campaigns. 
• Certified membership: Users can either pass a rigorous test or receive a rare invitation code. This exclusive system helps build a committed, high-quality user base, enhancing credibility and brand trust. 
• User generated content (UGC) + Professional produced content (PGC): BiliBili balances community-driven UGC with PGC. Brands can collaborate with popular creators, to produce authentic and high-quality videos. Additionally, creators can earn income from the platform’s creator fund, encouraging them to continuously produce top-tier content. This collaboration between creators and brands creates credibility and trust, which are essential for building strong brand engagement and reaching target audiences.
• Live streaming: BiliBili also supports live streaming, including shopping streams, gaming, interactive Q&As, performances, and product demos. This level of immediate engagement helps build stronger bonds with viewers, merging entertainment and commerce into one experience. 
• E‑commerce: BiliBili integrates with major e-commerce platforms like Taobao, Tmall, JD.com, and Pinduoduo, enabling seamless shopping experiences. This allows creators to link products directly within videos or livestreams, turning viewers into buyers within seconds, a powerful tool for immediate conversions.

How the BiliBili app is used for marketing?

In the marketing funnel, BiliBili helps brands enhance their brand awareness and engage users. By tapping into its highly active, youth-driven community, brands can tell their stories in a way that resonates emotionally, building trust and loyalty while driving deeper connections with their audience. 


BiliBili represents far more than just another social media platform, it's a gateway to China's most engaged and influential demographic. With 341 million monthly active users who are predominantly young and digitally native, the platform's unique features create a marketing environment where brands can achieve both meaningful engagement and measurable results. Bilibili can be a useful platform for brands aiming to reach younger audiences in China and engage with their interests.

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