YouTube stars are flocking to Chinese counterpart Bilibili, once known for its anime

guest · Aug 10, 2020

YouTube stars are flocking to Chinese counterpart Bilibili, once known for its anime
Bilibili is seeing rapid growth as it transforms itself into the YouTube of China
August 7, 2020
https://www.scmp.com/abacus/culture...cking-chinese-counterpart-bilibili-once-known

Before Bilibili was known as a new “YouTube of China”, it was known for its wealth of pirated content. Starting off as a niche space for fans of anime, comics and games (ACG), the video platform has been steadily leaving its past behind as it invests in copyrighted content and relies on more original user-generated videos and game streaming.

The platform has as seen rapid growth in recent years, hitting a record 172 million monthly active users in May. And in April, Sony invested US$400 million in the company. Bilibili also started a special support program specifically for attracting international content creators and social media influencers.
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Many Chinese viewers have reciprocated the enthusiasm from foreign creators. Thanks to China’s large population, some creators have quickly built up their popularity.

“In some ways, [foreign content creators] have some advantage over a local, and they're a little bit more of a novelty and curiosity,” said Elijah Whaley, chief marketing officer at the influencer marketing platform Parklu.
But much like anywhere else, the path to fame in China is a high-risk job and only a small percentage of content creators succeed, Whaley said.
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YouTube stars are flocking to Chinese counterpart Bilibili, once known for its anime

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