The China Digital Ecosystem: A New World of Platforms Yet to be Discovered – #02 BILIBILI
Bilibili is a well-known platform among the ACG community in China. Bilibili is a mix of YouTube and Twitch, with high-quality ACG-focused content. Lately, Bibili’s success is going beyond its original core users to target Chinese Gen-Z globally.
The platform is riding the waves of success as its third-quarter revenue hit RMB 734.0 million ($113.9 million), representing an increase of 78% from the same period in 2020. Contrary to other platforms, Bilibili’s most significant revenue is not on advertising but added-value services and mobile games!
E-Commerce revenues are increasing, and the platform is rumored to have launched cart feature to its live streaming. This would represent a big step for the platform and attract more and more brands to open an account on Bilibili.
What attracts China’s Gen-Z to Bilibili’s?
1️⃣ Bilibili has a very diversified type of content from livestreaming to films and TV series through videos and games; and on various topics: humour, gaming, beauty, etc.
2️⃣ Bilibili content creators are the main asset of the platform, with 2.7 million active uploaders per month, an increase of 61% year-on-year. Their qualitative and authentic videos differentiate them from influencers of other Chinese digital platforms. In 2020, Bilibili created Bilibili Sparkle to connect uploaders and brands to facilitate collaboration with brands.