1 week ago
Bilibili’s Global Push Revives TikTok-Era Questions Beyond China
Bilibili is a Chinese video website that is trying to attract users around the world.
Its new international app is already available on Google Play, and an iPhone version is expected later.
People outside China can now sign up without showing a passport or other identity documents.
Bilibili also plans to launch an English-language website and recruit creators.
Unlike TikTok, Bilibili focuses more on longer videos, animation, gaming and community comments.
The company is building AI tools to help moderate content in different countries.
India is not included in its hiring plans because it still blocks TikTok and many other Chinese apps.
That ban caused Indian users and creators to leave TikTok, while Instagram Reels and YouTube Shorts gained users.
Other countries must now decide how to handle Bilibili’s data, content rules and Chinese ownership.
Bilibili relaunched its international app and plans an English-language website and global creator campaign.
The international app no longer requires passport or identity-document verification for sign-up.
Bilibili is hiring community managers in Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo.
The long-form video platform has 376 million monthly active users and is developing AI-powered moderation.
India is absent from the expansion plans after maintaining its 2020 ban on TikTok and other Chinese apps.
- Who
- Bilibili, a Chinese long-form video platform, is expanding internationally.
- What
- It relaunched its international app, removed identity verification for overseas sign-up and announced plans for an English-language website and global creator push.
- Where
- The app is available internationally through Google Play, while hiring is planned in Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo.
- When
- The international app relaunched this week; India’s ban on TikTok and 58 other Chinese apps began on June 29, 2020.
- Why
- Bilibili is seeking international users and creators, while its expansion raises questions about data, moderation and which jurisdictions’ rules will apply.
Security-First View
Open-Access View
Cross-border data and moderation
Security-First View
Governments and critics may seek safeguards because Bilibili will operate across countries with different speech rules, and questions remain about where data is held and who could access it.
Open-Access View
A global platform can be allowed to operate if it develops moderation systems and follows the rules of each market.
India’s ban
Security-First View
India’s continuing restrictions reflect a security-based decision made after the 2020 Himalayan border clash and avoid allowing another Chinese platform into the market.
Open-Access View
The ban removed a platform used by roughly 200 million people and created losses for Indian creators, while American platforms became the main beneficiaries.
Platform competition
Security-First View
Bilibili’s Chinese-developed content culture and large user base could create new regulatory challenges beyond those associated with short-form TikTok feeds.
Open-Access View
Removing identity checks and expanding internationally could give users more choice and make Bilibili a competitor to YouTube in long-form video.
Key facts
- Monthly active users
- 376 million
- International app
- Relaunched this week on Google Play; an iOS version is expected.
- Website
- An English-language website is described as coming soon.
- Sign-up change
- Overseas users no longer need to provide passport or identity documents.
- Moderation
- Bilibili is developing AI-powered content moderation, according to a Singapore-based job listing.
- Hiring locations
- Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo.
- India ban
- India banned TikTok and 58 other Chinese-owned applications on June 29, 2020; the orders remain in force.
Sources
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