What is Bilibili? Why is it so popular in China? Often called the “YouTube of China,” Bilibili (B站) is a video-sharing platform that blends streaming, gaming, and community culture.
Originally focused on anime and gaming content, Bilibili has grown into one of China’s most influential platforms, featuring everything from documentaries and music videos to livestream shopping and university lectures. If you’re interested in the platform, this guide will provide a detailed introduction to Bilibili and how to use it.
What Is Bilibili?
Bilibili, often nicknamed “B 站,” is a Chinese streaming platform that initially focused on anime, comics, and games (ACG).
Launched in 2009, Bilibili blends the best of YouTube, Crunchyroll, and Twitch into a uniquely Chinese experience. Bilibili’s hallmark is its real-time “bullet commentary” (danmu), which transforms passive viewing into an active social activity.
Today, the platform offers a wide variety of content, from music videos and documentaries to live events, vlogs, and even university courses.
Key Features of Bilibili
Bilibili is no ordinary streaming platform. Its unique features include:
- Chinese streaming platform: This is a type of real-time commentary that scrolls rapidly across the screen. Viewers can post comments at any time to express their feelings, creating a sense of interactivity within the video.
- Community Culture: New users are required to complete a 100-question test to unlock all features. This creates a certain barrier to entry, but it enhances the user experience.
- Rich Content: The library is extensive, including anime, games, vlogs, documentaries, music videos, and even university courses.
- Original Works: Bilibili has invested in several high-quality original programs, including Chinese anime and content for youth.
- User-Generated Content (UGC): Bilibili thrives on original videos created by its users, known as UPs.
How to Unblock Bilibili Outside China?
Bilibili is geo-blocked outside of mainland China. So, how can you access Bilibili outside of China? Here are 2 simple ways:
1. Use a VPN (Best Choice: LightningX VPN)
The most reliable way to access Bilibili from anywhere is to use a VPN. A VPN changes your IP address, allowing you to browse as if you were in China.
We recommend LightningX VPN, which offers VPNs in over 70 countries with no bandwidth or speed restrictions. It unblocks most Chinese streaming sites, including Bilibili, iQiyi, Tencent Video, and more.
It has a no-logs policy and supports all major platforms, including Windows, macOS, iOS, Android, Linux, Android TV, and Chrome extension.
How to use LightningX VPN:
- Download the LightningX VPN app from Google Play or the official website.
- Install and create an account.
- Select Language → Chinese in Settings.
- Go back to My → Settings → “一键翻墙回国”, to unblock Bilibili.
2. Use a Chrome extension
If you prefer to access Bilibili via the web, we recommend using a browser extension to unblock Bilibili.
- Go to the Chrome Web Store and search for “LightningX VPN.”
- Add the extension to your browser.
- Click the extension icon to activate it.
- Access Bilibili smoothly.
How to Use Bilibili Outside China?
After unblocking Bilibili with a VPN, using the platform is easy, even if you don’t speak Chinese. Here’s a quick guide:
1. Visit Bilibili
Head to www.bilibili.com on your browser, or download the Bilibili app on your phone. Make sure your VPN is connected to a server in mainland China.
2. Search for Videos
Use the search bar to find shows, topics, or creators. You can also browse categories like anime, gaming, or documentaries via the navigation bar.
3. Watch Content
Click on any thumbnail to start watching. By default, bullet comments (danmu) will fly across the screen. They make viewing fun and interactive, but if you find them distracting, just click the danmu icon to turn them off.
4. Create an Account and Upload Videos
If you want to be a creator? Sign up, verify your identity, and head to the “Contribute” section. You can upload your video, add a title and description, select tags, and hit publish.
What Else Can You Do on Bilibili?
Bilibili goes far beyond video streaming. Here’s what else it offers:
1. Different Account Types
- Guest users can watch videos, but can’t comment or use advanced features.
- Registered users get full access, including likes, comments, follows, and the option to upgrade to Premium for ad-free viewing and extra perks like tipping creators.
- Official accounts are built for brands, businesses, or event organizers looking to engage with audiences on a larger scale.
2. Run Ads and Promote Your Brand
Bilibili is also a rising star in digital marketing. In 2024, its ad revenue hit over $1.1 billion.
Brands can run targeted ads like homepage banners, in-feed promotions, and video placements. All tailored to users by age, interests, and location.
3. Shop via Livestreams
Bilibili now lets users shop directly from livestreams, much like Taobao Live or TikTok (Douyin). Products are often tech gadgets, anime merch, or collectibles.
Bilibili vs. YouTube: What Makes It Different?
While both Bilibili and YouTube are video-sharing platforms, they offer distinctly different experiences.
1. Community over Algorithms
YouTube is algorithmically driven, pushing popular content to the widest audience. In contrast, Bilibili is community-centric, particularly in areas like anime, gaming, and technology. Bilibili users don’t chase clicks; instead, they engage in deep, ongoing conversations within their respective interest groups.
2. Real-time Interaction with “Danmu”
On YouTube, comments appear below the video. On Bilibili, viewer comments (called “bullet comments”) appear on the video screen in real time. This creates a highly interactive experience where viewers can interact and analyze the video as it plays.
3. Creator Ecosystem and Content Style
YouTube favors mass-market content and typically optimizes for engagement metrics. On Bilibili, creators (called “UP masters”) are rewarded for their depth and originality. Many videos explore niche topics, cultural commentary, or fan-generated animations.
4. Account System Rules
Anyone can log in to YouTube and start commenting. Bilibili, on the other hand, requires new users to pass a 100-question community quiz before unlocking features like commenting and posting.
This philosophy, inherited from Bilibili’s early anime fan base, helps filter out spam and inefficient behavior.
5. Features Built for Chinese Digital Culture
Bilibili integrates features like livestream shopping and virtual currency (B-coin) tipping, which are less common on YouTube. It’s also a social space, where fans and creators interact more like forums than on mainstream apps.
In short, while Bilibili is often called China’s YouTube, there are many differences.
Is Bilibili Safe?
Yes, Bilibili is a legitimate streaming platform with millions of users, and you can use it safely and securely.
However, there are some caveats: Bilibili’s membership program requires users to submit information like their phone number and ID card. While the company states this is part of its telecommunications service, caution is still advised.
Also, avoid clicking on third-party ads or unknown links on Bilibili. These ads or links could contain malware.
FAQ about Bilibili
1. Is Bilibili Free?
Yes, Bilibili is free to use. Most videos are available without a subscription fee. However, some premium content requires a VIP membership. Users can also support creators through donations or paid subscriptions, but this is entirely optional.
2. Is Bilibili the same as YouTube?
Not entirely. While both are video-sharing platforms, Bilibili focuses more on niche communities like anime, gaming, and tech. It also offers unique features like barrage and places a greater emphasis on fan culture. YouTube, on the other hand, is a more general streaming platform.
