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Bilibili

Bilibili

哔哩哔哩Video & Entertainment

Leading Gen Z video community. Danmaku (bullet-screen) system. High engagement, long-form content.

Bilibili Inc.Launched 2009340M+ MAUMedium cost

Bilibili is China's leading Gen Z video community, known for its unique danmaku (bullet-screen) real-time comment system. Unlike Douyin's short videos, Bilibili focuses on medium-to-long-form content (5-30 min) with higher production value. 68% of users are Gen Z, making it the #1 platform for reaching China's young consumers. Content categories include gaming, anime, tech reviews, education, and increasingly lifestyle and fashion. The UP Main (creator) ecosystem is highly engaged, with strong creator-audience relationships.

Key Metrics

340M+

Monthly Active Users

68%

Gen Z Users

100M+

Daily Active Users

95 min

Avg. Daily Time

Audience Profile

Age Group

15-30

Gender Split

55% M / 45% F

City Tier

Tier 1-3

Demographics

68% Gen Z, 18-25, urban, highly engaged

Ad Formats & Features

Brand Video In-feed Ads Sponsorship UP Main Collab Live Streaming

Best For

Gen Z marketingGamingACG contentTech/educationBrand storytelling

Suitable Industries

GamingTechEducationEntertainmentFashionFood

Platform Highlights

  • 340M+ MAU
  • 68% Gen Z
  • Danmaku system
  • High engagement

Budget & Difficulty

Cost Level

Medium

Starting Budget

£500/mo

Difficulty

Medium

Bilibili

Bilibili

MAU

340M+

DAU

100M+

Starting Budget

£500/mo