Bilibili Review
A comprehensive analysis of Bilibili — the Chinese video-sharing and creator platform. Founded in 2009, with 371M MAUs in China, a mature creator economy, and an accelerating global expansion in 2026.
Visit Official Website| Platform | Bilibili (哔哩哔哩) |
| Official Website | bilibili.com |
| Company | Bilibili Inc. (Cayman Islands) |
| Founded | 2009 (website), 2013 (company) |
| Founder | Yi Xu |
| CEO & Chairman | Rui Chen (since Nov 2014) |
| Headquarters | Shanghai, China |
| Nasdaq Listing | March 28, 2018 (BILI) |
| HKEX Primary Listing | October 3, 2022 (9626) |
| Core Market | China |
| International Expansion | Southeast Asia + 2026 global push |
| Main Creator Term | UP主 (UP zhu) |
| Unique Feature | Danmaku / bullet comments |
| Major Categories | Anime, gaming, technology, education, lifestyle, music, knowledge |
| Business Model | Advertising, VAS, games, memberships, live streaming, IP/e-commerce |
| Q2 2026 Revenue | RMB 7.94B |
| Q2 2026 MAUs | 371M |
| 2025 Net Profit | RMB 1.19B (first full-year GAAP profitability) |
| Global App Downloads | 10M+ (new app), 100M+ (SEA app) |
| Overseas Payout Fee | 21% Bilibili Singapore service fee (ShellCoin) |
| Trust Score | 9.1 / 10 (China), 7.6 / 10 (Global) |
| Legitimacy | ||
| Company Stability | ||
| Audience Size | ||
| Engagement | ||
| Creator Ecosystem | ||
| Monetization Options | ||
| Earning Potential | ||
| Brand Opportunities | ||
| International Accessibility | ||
| Overall Rating (China) |
China vs Global vs Southeast Asia: Understanding Bilibili's Distinct Ecosystems
Bilibili is not a single unified platform. There are effectively three different ecosystems that users must distinguish: the mature China platform, the established Southeast Asian app, and the new Global app launched in August 2026. This distinction is unique to Bilibili and critical for accurate evaluation.
| Feature | China Bilibili | Southeast Asia BiliBili | New Global Bilibili |
|---|---|---|---|
| Primary Focus | Full video community | Anime + entertainment + UGC | Global video/community |
| Market Maturity | Very mature | Mature | Early expansion |
| Main Audience | China | Southeast Asia | International |
| Creator Ecosystem | Huge (~4M monthly active) | Smaller | Developing |
| Monetization | Highly developed | More limited | Still developing |
| Audience Scale | 371M MAU | 100M+ downloads | 10M+ downloads (not MAU) |
| Identity Verification | China rules | International rules | Easier reported signup |
| Payment | China-centric | Region-specific | Bilibili Singapore / ShellCoin |
| Best For | Chinese-speaking creators | SEA anime/entertainment | International creators |
ShellCoin Withdrawal & 21% Fee
Overseas creators outside mainland China use ShellCoin. Withdrawals are once per week, 1,000–50,000 ShellCoins per transaction. Bilibili Singapore charges a 21% service fee, plus applicable taxes and payment-channel fees. Payment generally arrives within 30 days.
Global Creator Monetization (Developing)
The new global app reports three monetization directions: revenue sharing, virtual tipping, and brand matchmaking. However, universal revenue share percentages have not been clearly disclosed, and the brand marketplace is still under development.
China Creator Economy (Mature)
China Bilibili has ~4M monthly active creators and ~3M creators earning income. Monetization includes Creative Incentive Program, Fan Charging, Huahuo brand marketplace, live streaming, advertising, gaming, and e-commerce.
Important Download vs MAU Distinction
Do not add 371M MAU (China) + 100M downloads (SEA) + 10M downloads (Global) together. Downloads are installation milestones, not active user counts. They represent different ecosystems and metrics.
Bilibili's value depends heavily on which ecosystem you engage with. China Bilibili is mature and monetized; Global Bilibili is in early expansion. Understanding the differences is critical.
China Bilibili Monetization
Multiple streams: Creative Incentive Program, Fan Charging (tips), Huahuo brand marketplace, live streaming, advertising, gaming, e-commerce, and premium membership ecosystem. No fixed RPM should be assumed; creator incentives depend on performance and engagement.
Global Bilibili Monetization
The international creator economy is still being built. Revenue sharing, tipping, and brand matchmaking are expected, but specific percentages and payouts are not yet as transparent as China's ecosystem. The documented ShellCoin withdrawal system has a 21% service fee.
Creator Eligibility (China)
Creative Incentive Program requires rights level ≥3 and credit score ≥80. Huahuo requires 18+, real-name verification, 10,000+ followers, and original video within 30 days. Not every new creator immediately qualifies for all monetization.
Global Creator Signup (2026)
Reported changes include easier onboarding, removal of previous identity-document barriers, and Android-first rollout. iOS and more countries are expected. These are rollout details, not permanent policy, and should be verified before relying on them.
Audience & Language
China Bilibili requires Chinese-language content for meaningful engagement. Global Bilibili uses multilingual features and AI dubbing. For international creators, the global app is more accessible. Language barriers are significant in the China ecosystem.
Competition & Saturation
China Bilibili has ~4M monthly active creators—competition is intense. Global Bilibili has a smaller creator base, potentially offering early-mover advantage, but the audience is also smaller. Choose based on your language and target market.
Gaming & AI Niches
Bilibili is exceptionally strong in gaming, anime/ACG, technology, AI, and education. AI-related advertising spending grew 150%+ in 2025. These niches are well-suited for both China and global creator strategies.
Copyright & Original Content
Bilibili is heavily exposed to copyright issues. Creators should focus on original content, commentary, and original production. Reused clips, AI compilations, and copyrighted material risk demonetization or account action.
Financial Strength
Bilibili achieved first full-year GAAP profitability in 2025 with RMB 30.35B revenue and RMB 1.19B net profit. Q2 2026 revenue RMB 7.94B, up 24% YoY. Advertising grew 30% YoY. Strong institutional backing from Tencent, Alibaba, and Sony.
Practical Earning Expectation
China Bilibili can generate substantial income for established creators, but new creators face competition and complicated rules. Global Bilibili should be viewed as early positioning with uncertain near-term earnings, not reliable immediate income.
Chinese-Speaking Creators
Creators fluent in Mandarin with content for Chinese audiences. Established audience and monetization.
Gaming & Esports Creators
Bilibili's gaming ecosystem is enormous. Gaming creators can monetize via live streaming, ads, and fan support.
Anime / ACG Creators
The platform's origin and core strength. Anime, comics, and gaming content thrives.
Technology / AI / Education Creators
Bilibili has a strong knowledge culture. Programming, AI, science, and educational content perform well.
Creators Seeking Brand Deals
Huahuo marketplace connects creators with advertisers. Strong for commercial collaboration.
Established Creators Wanting Diversification
Add Bilibili as an additional platform alongside YouTube or WeChat channels.
Non-Chinese-Speaking Creators
Without Mandarin fluency, audience growth and monetization are extremely difficult.
Creators Expecting Fixed RPM
No universal fixed payout per 1,000 views. Earnings depend on complex incentive formulas and engagement.
New Creators Seeking Quick Income
China Bilibili is competitive. New creators must build followers and meet eligibility thresholds before meaningful earnings.
Copyright-Heavy Content Creators
Anime clips, music, and reuploads face copyright risks. Original content is essential.
Creators Unwilling to Navigate Chinese Regulations
Real-name verification and China-specific rules apply. Not suitable for those seeking minimal compliance.
English-Speaking Creators
The new global app targets international creators. English content is core to the expansion.
Gaming & Tech Creators
Global app explicitly targets gaming, technology, and AI content. Early-mover opportunity.
Anime & Culture Creators
Anime, gaming culture, and creative content are central to the global app's identity.
Creators Seeking Early-Mover Advantage
The global ecosystem is new, offering potential to establish a foothold before saturation.
Creators Using AI Dubbing
AI dubbing reduces language barriers, allowing content to reach broader audiences.
Creators Needing Reliable Income Now
Global monetization is still developing. Do not rely on it as a primary income source in 2026.
Creators Expecting YouTube-Level Reach
Global MAU is not yet disclosed and is far smaller than YouTube. It's a supplementary platform.
iOS Users
The 2026 international rollout is Android-first. iOS is expected but not yet fully available.
Creators Unwilling to Tolerate Fee Uncertainty
The documented 21% ShellCoin service fee and evolving payout rules may deter some creators.
Bilibili is a major Chinese video-sharing and creator platform founded in 2009 by Yi Xu. Known for its danmaku (bullet comment) community and ACG (anime, comics, games) origins, Bilibili has evolved into a broad video ecosystem covering technology, education, lifestyle, gaming, and entertainment. It is a public company listed on Nasdaq (BILI) and HKEX (9626), with major investors including Tencent, Alibaba, and Sony.
In China, Bilibili is a mature creator economy with 371M MAUs, 116.5M DAUs, and ~4M monthly active creators. Creators monetize through the Creative Incentive Program, Fan Charging (tips), Huahuo brand marketplace, live streaming, advertising, gaming, and e-commerce. In 2025, Bilibili achieved its first full year of GAAP profitability with RMB 30.35B revenue.
In 2026, Bilibili launched a new Global app targeting international creators. The app has 10M+ downloads and focuses on anime, gaming, technology, culture, and AI dubbing. Global creator monetization is still developing, with revenue sharing, tipping, and brand matchmaking expected. The documented overseas payout system (ShellCoin) imposes a 21% Bilibili Singapore service fee.
Bilibili's transformation from an ACG fan site to a global public company illustrates its strategic evolution.
2009 — Founding
Yi Xu launches the Bilibili website, focusing on ACG content and danmaku community.
2014 — Rui Chen Becomes CEO
Rui Chen takes over leadership, expanding Bilibili beyond ACG into a broad video community.
2018 — Nasdaq IPO & Tencent
Bilibili lists on Nasdaq. Tencent becomes a major shareholder, strengthening gaming and content.
2019–2020 — Alibaba & Sony
Alibaba and Sony invest, expanding e-commerce and anime/gaming capabilities.
2022 — HKEX Primary Listing
Hong Kong listing becomes primary, giving the company dual-primary listing status.
2025 — First Full-Year GAAP Profitability
Bilibili achieves RMB 1.19B net profit, marking a major financial milestone.
2026 — Global Expansion Accelerates
New international Android app launched/relaunched. Global creator recruitment, AI dubbing, and international positioning become priorities.
Create Account & Verify
Sign up with phone number. Complete real-name verification for monetization eligibility.
Upload & Build Audience
Publish original videos. Build followers and engagement. Achieve rights level ≥3 for incentive program.
Enable Monetization
Activate Creative Incentive Program, Fan Charging, Huahuo (10K+ followers), and live streaming as eligible.
Engage & Optimize
Use danmaku, comments, and community interaction to increase engagement. Diversify income streams.
Withdraw Earnings
China-based creators withdraw via Chinese payment systems. Overseas creators use ShellCoin with 21% fee.
Danmaku / Bullet Comments
Comments overlay the video in real-time, creating a unique community experience. Core Bilibili differentiator.
Creative Incentive Program
Platform-generated earnings from uploaded videos. Requires account eligibility (rights level ≥3, credit score ≥80).
Fan Charging / Tips
Direct financial support from viewers. 10M+ users supported creators in 2025.
Huahuo Brand Marketplace
Connects creators with advertisers for commercial collaborations. Requires 10K+ followers.
Live Streaming
Monetize via virtual gifts, fan support, and live incentives. Part of VAS revenue.
Gaming Ecosystem
Bilibili publishes games, streams gaming, and supports esports. Major revenue stream.
AI Dubbing (Global)
AI dubbing reduces language barriers for global content. Strategic feature for international expansion.
Premium Membership
Users pay for premium services; creators benefit from ecosystem engagement and VAS-related monetization.
E-commerce / IP Monetization
Content-driven commerce, product promotion, and IP merchandising provide additional income streams.
China Bilibili offers multiple revenue streams. Combining them maximizes earnings, but each has eligibility requirements.
Creative Incentive Program
Platform-generated earnings from uploaded videos. No fixed RPM; depends on performance and engagement. Suitable for regular uploaders.
Potential: Moderate to high for active creators.
Tip: Focus on original, high-engagement content.
Fan Charging / Tips
Direct fan support. 10M+ users supported creators in 2025. Strong for loyal communities.
Potential: High for creators with engaged fans.
Tip: Engage with community through danmaku and comments.
Huahuo Brand Deals
Commercial collaborations with advertisers. Brand deal rates vary by niche, audience, and deliverables.
Potential: High for established creators.
Tip: Build a professional media kit and audience data.
Live Streaming
Monetize through virtual gifts and fan support during live streams. Strong for gaming and entertainment.
Potential: High for interactive creators.
Tip: Schedule regular streams to build habit.
Advertising & Commercial Campaigns
Native advertising, product promotion, and brand collaborations. Advertising revenue grew 30% YoY in Q2 2026.
Potential: High in commercial niches.
Tip: Target niches with strong advertiser demand (tech, AI, finance).
Gaming & E-commerce
Gaming creators monetize through Bilibili's gaming ecosystem. E-commerce via content-driven product promotion and IP.
Potential: High for gaming and product-focused creators.
Tip: Explore Bilibili's gaming community and merchandise options.
Bilibili provides a Creator Center for monitoring performance and managing monetization:
Video Performance
Views, engagement, danmaku, comments, and audience retention.
Revenue Overview
Earnings from incentive program, Fan Charging, live streaming, and brand collaborations.
Fan Management
Follower demographics, engagement, and fan charging data.
Huahuo Marketplace
Brand collaboration opportunities and campaign management.
Rights Level & Credit Score
Track account status and eligibility for various monetization features.
Analytics & Insights
Content performance trends, audience behavior, and optimization suggestions.
Platform Fees (China)
China Bilibili monetization does not have a simple universal creator fee. Earnings depend on specific programs (incentive, Fan Charging, Huahuo, live streaming) with different structures.
Overseas ShellCoin Fee
Bilibili Singapore charges a 21% service fee on ShellCoin withdrawals for overseas creators. Additional taxes and payment-channel fees apply.
Withdrawal Frequency
ShellCoin: once per week, 1,000–50,000 ShellCoins per transaction. Payment generally arrives within 30 days.
Payment Methods
China: Chinese payment systems (Alipay, WeChat, bank). Overseas: ShellCoin via Bilibili Singapore, with applicable fees.
Tax Responsibility
Creators bear applicable taxes. Overseas creators may be subject to local tax obligations in addition to Bilibili's service fee.
Global Monetization (Developing)
Revenue sharing percentages for the new Global app have not been clearly disclosed. Treat current information as evolving.
| China Payout | Platform-specific processing times |
| Overseas ShellCoin | Withdrawal weekly; payment within 30 days |
| Service Fee | 21% (Bilibili Singapore) + taxes + channel fees |
| Withdrawal Limit | 1,000–50,000 ShellCoins per transaction |
Bilibili is a public company with audited financials. It reports paying out significant creator income in China: ~3M creators earned income in 2025, and Fan Charging support grew substantially. However, specific individual payout proof for overseas creators using ShellCoin is less documented. The 21% fee is officially stated, making net earnings lower than gross.
Company Transparency
Bilibili is publicly listed on Nasdaq and HKEX with audited financials. It discloses user metrics, revenue, and profitability. Ownership is clear with major investors. However, creator-level monetization details, especially for the Global app, are less transparent.
Security & Reliability
As a public company, Bilibili has enterprise-grade infrastructure. It operates in a regulated Chinese environment with real-name verification. For overseas creators, the platform is newer and less battle-tested.
Risk Assessment
China Bilibili carries regulatory and language risks but is financially stable. Global Bilibili carries monetization uncertainty and early-stage risks. The 21% ShellCoin fee is a known cost. Copyright and content policy compliance are essential.
- Massive Chinese audience: 371M MAUs, 116.5M DAUs
- Very high engagement: 113 minutes average daily time spent
- Mature creator ecosystem: ~4M monthly active creators, ~3M earning income
- Multiple monetization streams: incentives, Fan Charging, Huahuo, live, gaming, e-commerce
- Strong gaming and ACG ecosystem
- Unusual strength in knowledge/education/AI content
- Danmaku creates unique community engagement
- Public company credibility (Nasdaq, HKEX)
- Major investors: Tencent, Alibaba, Sony
- First full-year GAAP profitability in 2025
- Chinese language barrier for non-native creators
- Real-name verification and China-specific regulations
- No universal fixed RPM; creator incentives are complex
- High creator competition (~4M creators)
- Copyright risk from anime/music/reused content
- Difficult for foreign creators to access
- Monetization eligibility requires rights level and credit score
- Easier onboarding for international creators (reported 2026 changes)
- Early-mover opportunity in a new global ecosystem
- AI dubbing reduces language barriers
- Strong anime, gaming, and tech positioning
- Backed by a public company with resources
- Global brand matchmaking marketplace in development
- Multilingual and multicultural focus
- Monetization is still developing; limited income predictability
- Global MAU not disclosed; audience smaller than YouTube
- 21% ShellCoin service fee on overseas withdrawals
- Android-first; iOS not yet fully available
- Brand marketplace under development
- Uncertain long-term global monetization terms
Bilibili provides support via Help Center, email, and in-app feedback. The Creator Center includes documentation and guidelines. Support quality is generally acceptable, though response times may vary. For overseas creators using the Global app, support infrastructure is newer.
Bilibili's interface is feature-rich, especially with danmaku and community features. The Creator Center provides necessary tools for managing content and monetization. The global app has a modern design optimized for international users. UX is generally strong, though the platform's breadth can be overwhelming for new creators.
China Bilibili has higher earning potential for established creators due to mature monetization. Global Bilibili earnings are uncertain in 2026. The following are illustrative ranges:
| China: New creator (no audience) | $0–$50/month |
| China: Mid-tier creator (10K–100K followers) | $100–$2,000/month |
| China: Established creator (100K+ followers) | $1,000–$20,000+/month |
| Global: Early-stage creator | $0–$100/month (uncertain) |
| Global: Established creator (long-term) | Potentially high, but not proven at scale |
- Choose the right ecosystem — China if you speak Chinese; Global if you're an international creator.
- Focus on strong niches — Gaming, anime, technology, AI, and education perform well.
- Build rights level and credit score — Required for many monetization features in China.
- Engage with danmaku community — Active community interaction boosts engagement and fan support.
- Diversify income streams — Combine incentives, Fan Charging, Huahuo, live streaming, and gaming.
- Apply for Huahuo at 10K followers — Brand deals can significantly increase income.
- Create original content — Avoid copyright issues; focus on original value.
- Use AI dubbing (Global) — Reach broader audiences with multilingual content.
- Monitor analytics — Track content performance and optimize strategy.
- Be patient with Global monetization — Treat it as early positioning, not immediate income.
- Understand the 21% ShellCoin fee — Factor this into financial planning for overseas earnings.
- Diversify platforms — Use Bilibili alongside YouTube or other platforms to reduce risk.
Critical Platform Rules
General Safety Recommendations
- Only sign up through official Bilibili channels
- Protect your personal information
- Regularly review account security
- Monitor for copyright claims
- Keep records of earnings for tax purposes
- Diversify income across platforms
| Platform | Type | Fee Structure | Key Features | Best For | Trust Score |
|---|---|---|---|---|---|
| Bilibili (China) | Video / Creator Platform | Varies by program; 21% ShellCoin for overseas | Danmaku, gaming, anime, knowledge, Huahuo | Chinese-speaking creators | 9.1/10 |
| Bilibili (Global) | Video / Creator Platform | Developing; 21% ShellCoin fee | AI dubbing, global expansion, early-mover | International creators | 7.6/10 |
| YouTube | Video Platform | 45% ad revenue share | Global reach, established monetization | All creators | 9.5/10 |
| Twitch | Live Streaming | 50/50 subs, tips | Live streaming, gaming | Streamers | 9.0/10 |
| Patreon | Membership Platform | 5–12% + processing | Memberships, community | Subscription communities | 9.5/10 |
Is Bilibili legitimate?
Yes. Bilibili is a public company listed on Nasdaq (BILI) and HKEX (9626). It has operated since 2009, has 371M MAUs in China, and achieved first full-year GAAP profitability in 2025.
Can I earn money on Bilibili?
Yes, primarily on China Bilibili. Monetization includes Creative Incentive Program, Fan Charging, Huahuo brand deals, live streaming, and gaming. Global Bilibili monetization is still developing.
What is the payout rate per 1,000 views on Bilibili?
There is no universal fixed RPM. Some online claims mention $0.70/1,000 views, but this is not an official universal rate. Creator incentives depend on performance and engagement.
What is the 21% ShellCoin fee?
Bilibili Singapore charges a 21% service fee on ShellCoin withdrawals for overseas creators outside mainland China. Additional taxes and payment-channel fees may apply.
Do I need to be in China to use Bilibili?
No. The new Global Bilibili app (2026) allows international creators to sign up more easily. The China ecosystem is accessible but requires Chinese-language content and verification.
Is Bilibili good for gaming creators?
Yes. Bilibili has a strong gaming ecosystem, including game publishing, streaming, esports, and gaming communities. Both China and Global apps target gaming content.
What is Huahuo?
Huahuo is Bilibili's brand marketplace connecting creators with advertisers. Requires 10,000+ followers, real-name verification, and active original content.
Can I use AI-generated content on Bilibili?
AI-assisted original content is acceptable, but mass-produced, low-value AI spam is risky. Focus on original value, AI education, or AI-assisted production.
Is the Global Bilibili app available on iOS?
Currently, the new international app is Android-first. iOS is expected but not fully available as of September 2026. Check official listings for updates.
Should I switch from YouTube to Bilibili?
No. For international creators, Global Bilibili is best as a supplementary platform alongside YouTube. It offers early-mover potential but lacks YouTube's established global monetization.
Final Verdict
Bilibili China is a mature, profitable creator economy with massive scale, deep engagement, and multiple monetization streams. It is the clear choice for Chinese-speaking creators targeting Chinese audiences.
Bilibili Global is an emerging opportunity. The 2026 international expansion, AI dubbing, and easier onboarding make it attractive for early-mover creators. However, monetization is still developing, and the 21% ShellCoin fee reduces net income. Global Bilibili should be treated as a supplementary platform, not a YouTube replacement.
The key distinction: China Bilibili = established earnings; Global Bilibili = high potential but uncertain near-term income. Choose based on your language, audience, and risk tolerance.
Ready to Join Bilibili?
Whether you're targeting the mature China ecosystem or the new Global platform, Bilibili offers unique opportunities for gaming, anime, technology, and education creators. Start exploring today.
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