What is Bilibili

Bilibili, established on June 26, 2009, has emerged as a frontrunner among China’s online video-sharing and social media platforms. Over the past decade, it has evolved into a powerhouse known for its diverse content portfolio, spanning anime, manga, and user-generated videos.

As of the third quarter of 2023, official data indicates a remarkable increase in daily active users, averaging 103 million. Users, deeply engaged with the platform, dedicate an average of 100 minutes daily to exploring its diverse content.


Bilibili Users

Bilibili is The Gen Z Hub

Bilibili stands out with a user base predominantly comprising Generation Z. According to QuestMobile data, over 80% of Bilibili users fall into the Gen Z category, mainly middle and high school students and college-goers—true digital natives. Concentrated in Tier 1 and Tier 2 cities, these users are remarkably willing to invest in content.

This focused youth demographic not only nurtures a lively community but also paves the way for new opportunities in e-commerce. As traditional e-commerce encounters challenges, Bilibili’s youthful audience and diverse content present novel avenues for innovative business ventures.

What sets Bilibili apart?

Diverse Community Culture: From ACG to Mainstream

Bilibili’s foundation in Japan’s ACG (Anime, Comics, Games) culture has profoundly influenced its identity. Originating as a non-profit fan community, the platform initially drew in ACG enthusiasts and progressively broadened its appeal. Presently, boasting over 2 million cultural tags, Bilibili has evolved into a content community that goes beyond ACG, providing a diverse range of content. Users can explore sections encompassing technical insights, daily life, and beyond, cultivating a distinctive and inclusive community atmosphere.

Throughout its evolution spanning over a decade, Bilibili has strategically expanded its appeal, transforming into a platform where users with diverse interests can feel at home. The platform’s unwavering commitment to inclusivity and diversity has transformed it into a digital melting pot, drawing in individuals of varying ages and backgrounds.

The Bullet Comment Phenomenon

One of the standout elements of Bilibili, contributing to its distinct viewing experience, is the “Bullet Comment” feature. This feature empowers users to post comments in the form of subtitles directly onto the video frame as it plays. This real-time interaction amplifies the social dimension of video consumption, fostering debates, idea-sharing, and even spontaneous chatting while viewing. It introduces an innovative and interactive approach to content consumption, transcending time and space constraints.

The Bullet Comment phenomenon represents more than just a technological novelty; it signifies a cultural shift in how individuals engage with video content. This dynamic mode of communication has become integral to Bilibili’s identity, setting it apart from other platforms and transforming the viewing experience into a communal and immersive endeavour.

bilibili Bullet Comments
The Bullet Comments

Success in Commerce: A Lucrative Ecosystem

Bilibili’s success extends beyond mere user numbers; it is a robust business entity. In the third quarter of 2023, Bilibili boasted a substantial total revenue of 5.81 billion yuan. Notably, its advertising segment experienced an impressive 24% year-over-year growth, while value-added services, encompassing memberships and live streaming, exhibited a commendable 17% year-over-year increase.


Bilibili’s unique content ecosystem positions it as a frontrunner in commodity and brand marketing, attracting advertisers seeking profound engagement and community connection. More and more brands opt for Bilibili as their advertising platform, enticed by its distinctive fusion of content and vibrant community dynamics.

In essence, Bilibili has evolved beyond being a mere platform; it has become a cultural phenomenon, a flourishing business, and a testament to the influential role of community-driven content in the digital era.

Why Bilibili Investment is Crucial

In the ever-evolving landscape shaped by Generation Z, seizing the opportunity to invest in Bilibili isn’t merely a choice but a strategic necessity for marketers and businesses alike. Bilibili, with its dynamic community, diverse content spectrum, and cutting-edge features, presents unparalleled prospects for brands to establish authentic and profound connections with this highly sought-after audience.

Don’t overlook the chance to harness the vast potential of Generation Z in Bilibili. Reach out to us today and position your brand for triumph in the digital era!