If you follow digital media, gaming culture, or China's internet landscape, you have almost certainly encountered the name Bilibili. Often called "the YouTube of China," Bilibili is far more than a simple video platform. It is a thriving online community built around video content, live streaming, gaming, and a uniquely interactive commenting system that has defined how millions of young people experience entertainment and learning. Understanding Bilibili means understanding one of the most distinctive digital platforms operating at scale anywhere in the world today.

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This guide covers what Bilibili is, how it works, its standout features, who uses it, how it has grown, and a step-by-step account creation guide.

What Is Bilibili?

Bilibili, known in China as "B-zhan" or written as "哔哩哔哩," is a Chinese online video and entertainment platform founded in 2009. It started as a dedicated community for fans of Anime, Comics, and Games, collectively known as ACG culture. Over time it expanded well beyond those roots into technology, education, lifestyle, music, cooking, sports, and virtually every other content category.

The platform is listed on the NASDAQ stock exchange under the ticker BILI and on the Hong Kong Stock Exchange, making it one of the few Chinese internet companies with dual international listings. As of 2025, Bilibili reached a landmark year: its first full year of GAAP profitability, confirming its transformation from a niche youth community into a major media and entertainment business.

The Danmu Difference

The feature that makes Bilibili genuinely unlike any Western video platform is danmu (弹幕), which translates literally to "bullet curtain." Danmu is a real-time commenting system where viewer comments scroll across the video screen at the moment the viewer reacts to the content, synchronized to the timestamp at which the comment was written.

The result is a shared, communal viewing experience even when millions of people are watching asynchronously. When a memorable scene happens, thousands of comments appear on screen simultaneously, creating a visual wave of audience reaction. Viewers can toggle danmu on or off, filter comment types, and even scroll back in time to see what previous viewers wrote at any specific moment. Danmu is not a gimmick. It is the emotional glue holding Bilibili's community together, and it is the primary reason users describe the platform as creating a sense of companionship and shared experience that no other platform replicates.

How Bilibili Works

Bilibili operates across web browsers and mobile apps for iOS and Android. The platform is organized into distinct content zones covering different interests, and users can navigate these to find the creators and topics they care about most.

Content Discovery

The Bilibili homepage uses a recommendation algorithm based on viewing history, followed creators, and interaction patterns. Curated editorial sections highlight trending content. Unlike short-form-first platforms, Bilibili's algorithm rewards watch completion rates and engagement depth.

Creators and the Partnership System

Content on Bilibili is created by two main groups. Regular users can upload videos freely. Verified content partners, known as UP主 (UP Masters or UP-zhu), are creators who have met Bilibili's quality and activity criteria and receive additional platform support, including revenue sharing, access to creation tools, and promotion in recommendation systems.

As of 2025, Bilibili has over 4 million active monthly creators. The platform has developed strong creator loyalty because its community is highly engaged and because its monetization pathways, including tipping, premium content subscriptions, and advertising revenue sharing, have matured significantly over the past three years.

Live Streaming

Bilibili's live streaming section operates alongside its video content, allowing creators to broadcast in real time. Live streaming on Bilibili features virtual gifting, where viewers purchase digital gifts to send to streamers, creating a direct revenue stream between audience and creator. Gaming broadcasts, music performances, creative processes, and educational live sessions are all popular formats.

Games

Gaming is one of Bilibili's core business verticals, spanning hosted content and mobile game publishing. The Black Myth: Wukong launch generated 12 million viewers for walkthroughs on its open beta day, with the official account accumulating 260 million views across just 15 videos.

Key Features of Bilibili

Danmu (Bullet Comments)

Danmu transforms solo viewing into a collective experience. Comments scroll across the screen at the exact timestamp each viewer reacted, creating shared moments even for asynchronous audiences.

Premium Membership (DaHuiYuan)

Bilibili's premium tier unlocks exclusive content, early anime access, ad-free viewing, and community status badges. Monthly paying users reached a record 35 million in Q3 2025, up 17% year over year.

Occupationally Generated Video (OGV)

In 2025, Bilibili expanded professionally produced OGV content from verified experts covering education, science, history, and documentary topics, differentiating it from purely user-generated platforms.

Knowledge and Education Content

Bilibili hosts university lectures, coding education, language learning, and technical tutorials. Technology and AI are among the fastest-growing categories, with the company investing in multilingual accessibility and text-to-video AI tools.

Music, Live Streaming, and Community

Bilibili's music community covers original compositions and fan-made animation videos. Live streaming features virtual gifting, direct creator revenue, and gaming broadcasts. The platform enforces community norms through content moderation and the membership quiz system.

Who Uses Bilibili?

Bilibili's user base is one of the most demographically specific of any major platform its size.

The core audience, users born in the 1990s and 2000s, accounts for approximately 78.67% of the platform's user base. About 60.28% of users are between 18 and 24 years old, predominantly university students and recent graduates. Another 16.71% are aged 25 to 30, a group with increasing financial independence.

The average user age has risen gradually as the platform matures. In 2018, the average user was approximately 17 years old. By 2025, it had risen to 26 years old, reflecting the natural aging of an early adoption cohort alongside continued recruitment of younger users. In April 2025, women accounted for 44% of active users, up from prior years, and female new user growth has significantly outpaced male user growth throughout 2024 and 2025.

Approximately 78% of Bilibili users live in China's first-tier, second-tier, and third-tier cities, meaning the audience skews urban and relatively affluent. The platform's Target Group Index of 136 or above indicates strong online spending power among its user base, which makes it attractive to advertisers and brand partners.

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Bilibili's Growth Story

Bilibili's growth trajectory is among the most compelling in the global streaming industry.

In Q4 2025, Bilibili reached 113 million daily active users, a 10% year-over-year increase, and 366 million monthly active users, up 8% year over year. The platform recorded four consecutive quarters of accelerating DAU growth throughout 2025. Average daily time spent per user hit 112 minutes in Q3 2025, indicating very deep engagement compared to most competitor platforms.

Financial performance reflected this momentum. Q3 2025 net revenues reached RMB 7.69 billion (approximately US$1.08 billion). Advertising revenue grew 23% year over year. Gross profit margin improved to 37%. Most significantly, 2025 marked Bilibili's first full year of GAAP profitability, a milestone CEO Rui Chen described as a landmark year.

Bilibili and the Next Generation of Technology Learners

Technology education is one of Bilibili's fastest-growing content categories, and the platform plays a meaningful role in how younger audiences access STEM learning. This connects to a broader global movement toward developing technology fluency from an early age.

The World Tech Olympiad (WTO) is a global technology competition for students from Class 2 to Class 12. Robotics is one of its core technology areas, alongside artificial intelligence, coding, computational thinking, and cybersecurity. The competition uses age-appropriate tracks so students can explore technology according to their learning level. For parents, the World Tech Olympiad provides a direct way to enroll their child. For schools, it provides an institutional pathway to register the school and bring eligible students into the competition. Platforms like Bilibili and initiatives like the WTO reflect the same underlying trend: young people worldwide are engaging with technology education in formats that match how they naturally learn and connect.

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How to Create a Bilibili Account: Step-by-Step Guide

Creating a Bilibili account is straightforward for both domestic and international users.

Step 1: Download the App or Access the Website

Go to bilibili.com or download the Bilibili app from the iOS App Store or Google Play. The interface is primarily in Chinese; browser translation tools help.

Step 2: Click Register

Find the "注册" (Register) button in the top right corner of the website, or tap the profile icon on the app and select the registration option.

Step 3: Enter Your Phone Number

Bilibili requires phone verification. International numbers are supported. Enter your country code and phone number.

Step 4: Verify via SMS

Bilibili sends a six-digit code by SMS. Enter it within the 60-second window shown on screen.

Step 5: Set a Password and Username

Create a password of 8 to 20 characters. Choose a display nickname visible to other users. Both can be changed later in account settings.

Step 6: Enter Your Birthday

Bilibili requires a date of birth. Users under 18 are subject to daily usage limits under Chinese platform regulations.

Step 7: Complete the Membership Quiz

To unlock full community features including danmu commenting, complete Bilibili's 100-question membership quiz covering community rules, platform norms, and copyright standards. A score of 60 or above unlocks full interaction privileges.

Step 8: Choose Your Interests and Explore

Select content categories to personalize your recommendation feed. Follow creators in areas you care about. If you want ad-free viewing and premium content access, upgrade to the DaHuiYuan premium membership in the membership section.

Bilibili for Marketers and Content Professionals

Bilibili represents a significant opportunity for brands seeking to engage China's Gen Z and young millennial audience. The platform's community culture means that native, value-first content outperforms interruptive advertising. Brands entering Bilibili typically work with established UP Masters to create integrated content rather than running standard display ads.

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Conclusion

Bilibili is not simply the YouTube of China. It is a one-of-a-kind digital community where danmu commentary creates collective viewing experiences, where educational content sits alongside gaming walkthroughs, and where a highly loyal young audience spends an average of 112 minutes per day. With 366 million monthly active users, its first full year of GAAP profitability, and accelerating growth across every key metric in 2025, Bilibili has proved that a platform built around community authenticity can scale into a major commercial enterprise.

Whether you are a media professional, a marketer targeting China's Gen Z, a content creator, or simply someone curious about how digital culture works outside the Western internet bubble, Bilibili rewards attention. Creating an account takes ten minutes. Understanding the platform's depth takes considerably longer, but the investment is worthwhile for anyone working at the intersection of technology, media, and global digital culture.

Frequently Asked Questions

1. What is Bilibili?

Bilibili is a Chinese online video and entertainment platform founded in 2009, known for its danmu (bullet comment) real-time commenting system, ACG (Anime, Comics, Games) community roots, and diverse content including education, lifestyle, gaming, and live streaming.

2. What does "danmu" mean on Bilibili?

Danmu (弹幕) means "bullet curtain" in Chinese. It is Bilibili's real-time commenting system where viewer comments scroll across the video screen, synchronized to the exact moment the commenter reacted, creating a shared communal viewing experience.

3. Is Bilibili available outside China?

Yes. The Bilibili app is available on iOS and Google Play internationally, and the website bilibili.com is accessible globally. However, some content may be geo-restricted, and the platform interface is primarily in Chinese.

4. How many users does Bilibili have?

As of Q4 2025, Bilibili had 113 million daily active users and 366 million monthly active users, with four consecutive quarters of accelerating DAU growth.

5. Is Bilibili free to use?

Yes. Bilibili is free to register and use. A premium membership called DaHuiYuan is available for paid subscribers and unlocks additional content, ad-free viewing, and exclusive features.

6. What type of content is on Bilibili?

Bilibili hosts anime, gaming, technology, education, music, cooking, lifestyle, sports, documentary, science, and virtually every other video content category, alongside live streaming and mobile gaming.

7. Who are Bilibili's primary users?

About 60.28% of users are aged 18 to 24. The average user age is 26 as of 2025. Women account for 44% of active users. Approximately 78% of users live in urban areas of China.

8. What is an UP Master on Bilibili?

An UP Master (UP主 / UP-zhu) is a verified content creator on Bilibili who meets the platform's quality and activity standards and receives revenue sharing, creation tools, and promotional support from the platform.

9. How does Bilibili make money?

Bilibili generates revenue from premium memberships, advertising, live streaming virtual gifts, mobile game publishing and distribution, and occupationally generated video (OGV) content licensing.

10. What is the Bilibili membership quiz?

The membership quiz is a 100-question test covering Bilibili's community rules, platform culture, copyright norms, and ACG knowledge. Passing with 60 or above unlocks full danmu and community interaction features.

11. Is Bilibili profitable?

Yes. 2025 was Bilibili's first full year of GAAP profitability. The company also recorded consecutive profitability across multiple quarters starting in Q3 2024.

12. Can international creators upload to Bilibili?

Yes. International creators can register and upload content to Bilibili. Applying for verified UP Master status requires meeting content quality and quantity thresholds regardless of geographic location.

13. What is Bilibili's revenue?

Q3 2025 net revenues were RMB 7.69 billion (approximately US$1.08 billion), with advertising revenue growing 23% year over year and gross profit margin at 37%.

14. How is Bilibili different from YouTube?

Bilibili's danmu commenting system, community membership quiz, ACG cultural roots, deep educational content focus, and gaming publishing business differentiate it significantly from YouTube. Bilibili also places greater weight on long-form content and community norms than most Western video platforms.

15. What is DaHuiYuan (大会员)?

DaHuiYuan is Bilibili's premium membership tier, offering ad-free viewing, exclusive content access, early anime releases, higher creator upload limits, and community status badges. Monthly paying users reached a record 35 million in Q3 2025.

16. What is OGV on Bilibili?

OGV stands for Occupationally Generated Video, professionally produced content from verified experts and institutions. Bilibili significantly expanded its OGV investment in 2025 to differentiate its knowledge and documentary content from purely user-generated platforms.

17. How long do users spend on Bilibili per day?

Average daily time spent per user reached 112 minutes in Q3 2025, indicating deep engagement compared to most competitor video platforms.

18. What is Bilibili's connection to gaming?

Gaming is one of Bilibili's core verticals. The platform hosts gaming content, walkthroughs, live game broadcasts, and also publishes and distributes mobile games. Black Myth: Wukong generated 260 million views across just 15 videos on the platform.

19. How do I create a Bilibili account?

Visit bilibili.com or download the app, click Register, enter your phone number, verify via SMS code, set a password and username, enter your birthday, and optionally complete the membership quiz to unlock full community features.

20. Is Bilibili safe for younger users?

Bilibili complies with Chinese platform regulations for minors, including daily usage time limits for users under 18. The platform enforces community standards through content moderation and the membership quiz system that introduces new users to platform rules and norms.