Bilibili relaunches global app and plans English site to challenge YouTube

Bilibili, often described as China’s counterpart to YouTube, has relaunched its previously discontinued international app, removing the requirement for users to provide identity documents. The firm disclosed intentions to launch an English-language website and to create a brand-sponsored content marketplace for global creators. Job postings show the company is expanding teams in Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo, while a Singapore-based listing mentions the construction of AI-powered content moderation systems.

Marketing to creators highlights a focus on affluent, well-educated Gen Z audiences. Bilibili has already been courting high-profile Western personalities such as MrBeast to upload videos to its Chinese platform, which currently reports 376 million monthly active users. The expansion could pose a new challenge to YouTube’s market dominance, though it may also raise concerns about censorship and data security.