Bilibili Inc. (Bilibili) operates as an iconic brand and a leading video community for young generations in China.
The company refers to the trend of video integrating into the scenarios of everyday life as ‘videolization.’ As a go-to video community for young generations in China, the company is a full-spectrum video community that offers a wide array of content serving young generations’ diverse interests. The company adopts ‘All the Videos You Like’ as its brand proposition. It has built its...
Bilibili Inc. (Bilibili) operates as an iconic brand and a leading video community for young generations in China.
The company refers to the trend of video integrating into the scenarios of everyday life as ‘videolization.’ As a go-to video community for young generations in China, the company is a full-spectrum video community that offers a wide array of content serving young generations’ diverse interests. The company adopts ‘All the Videos You Like’ as its brand proposition. It has built its community around aspiring users, high-quality content, talented content creators, and the strong emotional bond among them. In the company’s community, users and content creators discover and interact with diverse content encompassing different interests, from lifestyle, games, entertainment, anime, and knowledge, to many more. The company also enables broad video-based content consumption scenarios centered around professional user-generated videos, or PUGV, supplemented with live broadcasting, occupationally generated videos, or OGV, and more.
The company adopts a user-centric commercialization model. Its ever-growing content ecosystem continues to satisfy its engaged and loyal users’ evolving needs, providing it with multiple levers for user-centric commercialization. The company generates revenues primarily from VAS, advertising, mobile games, IP derivatives, and others. Its cost of revenues consists of revenue-sharing costs, content costs, server and bandwidth costs, staff costs, and IP derivatives.
Users
The company has a young and culturally aspirational user base who are willing to invest in high-quality content and engaging user experiences. Gen Z+, individuals in China born between 1985 and 2009, constitutes the core of its user base. The company’s user base is broadening to include users across different age groups and locations, who take interest in a full spectrum of content. The company encourages users to not only discover and view, but also share and create quality content on its platform. It is dedicated to providing a wide variety of high-quality content to retain its existing users and attract new users with diverse interests and backgrounds.
The company’s user base is growing solidly. In 2024, it had an average of 104 million DAUs and 341 million MAUs. Its users have demonstrated high levels of engagement on its platform. The average daily time spent per active user on its mobile apps increased to 102 minutes in 2024, leading to a 12% increase in its total user time spent in 2024. The company’s users generated approximately 17.0 billion average monthly interactions on its platform in 2024.
The company’s official members, who have passed its 100-question multiple-choice membership exam, are even more engaged and loyal to its platform. As of December 31, 2024, it had approximately 258 million official members. For official members who visited the company’s platform in each month since 2023, their 12th-month retention rate remained at around 80%.
Content
The company offers a wide variety of digital content, centered around PUGV and supplemented with a range of value-added services, or VAS, as well as mobile games. Its full-spectrum content ecosystem makes it a one-stop platform for users to find content that matches their interests and preferred video consumption scenarios, and for content creators to fully showcase their talent. In 2024, the company had over 5.1 billion average daily video views. The growth of its content ecosystem is propelled by a virtuous cycle. The more talented content creators gather on its platform, the more inspiring and high-quality content is created, leading to more users, more engagement, and more followers and feedback for the company’s content creators, which in turn encourages more content creators to join.
PUGV
PUGV are the cornerstone of the company’s content ecosystem, contributing to over 95% of the total video views on its platform in 2024. The company has a deep and diverse repository of PUGV on its platform. The PUGV on its platform typically showcase the content creators’ knowledge and expertise in the relevant field, providing viewers with a fulfilling experience and creating positive word-of-mouth. PUGV are popular among its users due to their originality and creativity, as well as their creators’ responsiveness to user demand.
In 2024, the company’s most popular PUGV categories were lifestyle, games, entertainment, anime, and knowledge in terms of the number of video views. As it strengthens its core content categories, the company is also expanding its content reach to new areas to meet the continuously evolving needs of its progressing user base. In 2024, emerging PUGV categories, such as baby and maternity, automobile, sports, and fitness, all saw rapid growth.
To accommodate diverse user needs across various scenarios, the company offers diversified viewing experiences through multiple formats and devices. Beyond immersive mobile and PC viewing, its short-form video feature ‘Story Mode’ on the company’s mobile apps caters to on-the-go consumption during fragmented time periods, while its Bilibili app on smart TV provides a more immersive and high-definition viewing experience on larger screens.
VAS
The company offers a wide range of value-added services catering to its users’ diversified content needs, including live broadcasting, OGV, audio drama on Maoer, comics on Bilibili Comic, and exclusive PUGV content in fan charging programs and premium courses.
Live Broadcasting
The company views live broadcasting as a natural extension of its video content, which allows users to interact and engage in real time, and is integrated with various content categories and user interests. It has a vast and varied collection of live broadcasting categories on its platform. Games are the most popular category of the live broadcasting content on the company’s platform. In 2024, it offered live broadcasting of the League of Legends S14 World Championship. The company’s sponsored e-sports team, Bilibili Game, took second place in the League of Legends S14 World Championship, marking a new record in the team’s history.
In addition to live broadcasting of games, the company also provides entertainment live broadcasting consisting of virtual host live broadcasting, audio-related live broadcasting, and other live broadcasting. It is dedicated to attracting more talents and hosts to introduce more live broadcasting channels and provide diversified content. In 2024, the company continued to integrate live broadcasting within its PUGV ecosystem, which has helped to motivate more users and creators to tap into its live broadcasting universe, thus enriching its live broadcasting content and increasing user penetration.
OGV
The company’s OGV offerings consist of Bilibili-produced or jointly produced content and licensed content procured from third-party production companies. Its OGV offerings encompass a variety of genres, including anime, documentaries, variety shows, selected TV shows, and movies. Anime remains its core focus while it is continually making thoughtful investments in other content categories. The company leverages its rich OGV offerings to attract more users and convert them into paying users, inspire the creation of PUGV content creators, and supplement the PUGV content categories. In 2024, it maintained its disciplined focus on the OGV investment strategy, further elevating return on investment as a core criterion for capital allocation decisions. As a result, with the continuous growth of its net revenues, the company expects its total content costs as a percentage of total revenue to gradually decrease.
The company has one of China’s largest anime libraries, encompassing Chinese anime and Japanese anime series. Over years of development, it has built a strong portfolio of Chinese anime IPs, including its in-house produced and co-produced titles. In December 2024, the company announced 43 new Chinese anime titles at its Made by Bilibili Chinese Anime Press Conference. It has also established business cooperation with overseas distributors, including Netflix and Sony, to distribute its original Chinese content to global markets. In addition, the company has partnered with content providers for licensed videos, including leading PRC and overseas television networks and studios.
Fan Charging Programs and Premium Courses
Building on the company’s robust PUGV content ecosystem, its fan charging program allows paid users to access exclusive, premium videos from their subscribed content creators. To further diversify its video offerings, the company launched pay-to-view premium courses, delivering curated, high-value educational content designed to enhance user learning experiences.
Bilibili Comic and Maoer
Leveraging the company’s mass user base of ACG (anime, comics, and games) enthusiasts, it expanded its offering to comics and ACG-related audio content. The company launched Bilibili Comic, a mobile app offering anime and comic content in 2019 to enrich its content offerings. Subsequently, it launched Maoer, an audio platform, to offer audio drama, such as audiobooks and music, mainly contributed by professional and amateur content creators. As a natural extension of its core ACG content offerings, the company sees synergy effects between its main offerings and each of Bilibili Comic and Maoer.
Mobile games
There is a large population of online games enthusiasts among the company’s users. Games are the second most popular category of its PUGV and the most popular category of its live broadcasting content in 2024, positioning it as one of the most sought-after and active game communities in China. The company views mobile games as an adaptive form of video-based content that shares many commonalities. Leveraging its deep understanding of users’ preferences in online games and its rich experience in game operation and distribution, the company selects and operates mobile games compatible with its users’ interests. As of December 31, 2024, it operated multiple exclusively distributed mobile games and hundreds of jointly operated mobile games. In addition, the company is building up its internal game development capabilities.
The company has obtained the exclusive distribution rights of various mobile games from leading global and domestic mobile game developers. The most popular exclusively distributed mobile games on its platform include its first strategy game, San Guo: Mou Ding Tian Xia, or San Mou, and its legacy ACG games, Azur Lane, and Fate/Grand Order. In June 2024, the company successfully launched San Mou, which marks a significant milestone in its game genre diversification strategy and underscores the vast potential of its game community. Its sustained popularity throughout 2024 highlights its viability as one of its flagship games. Meanwhile, its legacy title Fate/Grand Order maintained stable performance.
In addition to exclusively distributed mobile games, the company also jointly operates a large number of mobile games with well-known domestic developers. Popular jointly operated mobile games on its platform include Arknights and Genshin Impact. It continued to leverage its competence in ACG entertainment with like-minded game players in overseas markets, including South Korea, Japan, and other countries.
Content Creators
The creation of PUGV by the company’s content creators has been the primary source of user traffic and the key driver for the growth and engagement of its communities. The company has cultivated a supportive environment to allow content creators to grow and flourish on its platform, empowering them to easily distribute content, quickly accumulate fan bases, and effectively earn income. In 2024, the company received an average of approximately 20.7 million monthly video submissions, which were generated by an average of approximately 4.0 million monthly active content creators.
Retaining and expanding the company’s network of content creators who continually contribute quality content to its platform is essential to it. The company has taken a number of initiatives to encourage and facilitate the production of creative PUGV by content creators. It provides multiple monetization avenues for its content creators to unlock their commercialization potential, including, but not limited to, native advertising, virtual gifting in live broadcasting, other value-added services, customized commercial contracts, and cash incentive programs. In 2024, nearly 3.1 million content creators earned income through its multiple monetization channels.
All of the company’s content creators and live broadcasting hosts are bound by its community regulations and standard terms of service, which set forth various policies of conduct, content, privacy, and intellectual property right ownership, as well as the revenue-sharing arrangements between content creators and hosts and the company. Most content creators and hosts are not professional or full-time. The company identifies certain content creators and talent that create popular content and represent its values and beliefs, and executes customized contracts with them. It also cooperates with talent agencies that recruit, manage, train, support, and promote content creators and hosts. Customized host contracts are negotiated on a case-by-case basis and generally contain revenue-sharing arrangements and exclusivity clauses.
Community
The company’s community operating features
The company’s users are attracted to its platform because of its creative content and retained by its diverse, inclusive, and vibrant community. To preserve its culture and community values, the company has employed the following features in operating its communities.
Membership exam: Users need to pass the company’s multiple-choice membership exam consisting of 100 questions in order to become its ‘official members,’ after which additional interactive and community features, such as bullet chatting and commenting, will become available to them. The membership exam includes questions on community etiquette regarding uploading videos and sending bullet chats, and a set of interest-based questions from a range of topics, such as anime, music, fashion, and technology. Users need to answer a total of 60 questions correctly to pass the membership exam.
Signature community management: To protect the community values and contribute to a more harmonious community, the company’s veteran users have voluntarily formed a community discipline committee to collectively evaluate the appropriateness of content posted on its platform, the results of which will be used to train its AI system for content and information monitoring on its platform. If the company confirms that a user has uploaded content that contains inappropriate content, such as pornography, violence, provocative or hate speech, invasion of personal privacy, personal attacks, and fraudulent or other offensive information, it may temporarily suspend or permanently terminate such user’s account, and display such user’s account information and reason for the disciplinary action under the ‘Dark Chamber’ tab, which is open to all users on its platform. This measure also allows users to participate in the management of its communities and helps the company educate users and foster a self-regulating environment to preserve and strengthen the community values that it holds dear.
Community events: Every year, the company holds large festivals and community events for its users, including New Year’s Eve Gala, Bilibili Power Up Award, Chinese New Year Gala, Bilibili Macro Link, and Bilibili World. In July 2024, the company hosted Bilibili World and Bilibili Macro Link in Shanghai, attracting a gathering of over 250,000 audiences to experience its unique community culture. It closed the year with its New Year’s Eve Gala, the Most Beautiful Night of 2024, attracting over 230 million views, highlighting its popularity among young audiences in China. In January 2025, the company hosted the 2024 Bilibili Power Up Awards to celebrate and award the outstanding achievements of leading content creators in various categories.
Social and Interactive Features
The company’s communities are built on creative content, as well as vibrant interactions among users. Users’ interactions on its platform revolve around content, and the social and interactive features of its platform allow users who share similar interests and hobbies to find, engage with, and bond with each other to form an in-depth emotional connection. The company provides the following social and interactive features for its users. Its users generated approximately 17.0 billion average monthly interactions on its platform in 2024.
Bullet chatting: Bullet chatting is a commenting function that the company pioneered, which enables content viewers to send comments that fly across the screen like bullets, and has become very popular among young internet users in China. Only official members who passed the company’s membership exam can send bullet chats on its platform. Bullet chats are context-based and can be viewed by the audiences who watch the same content, and therefore can intrigue interactive commenting among content viewers. The bullet chatting feature has transformed the video-viewing experience from one-way content display to a brand-new interactive experience by sharing with other enthusiasts who empathize with each other.
Other interactive features: Users can show appreciation in various ways to encourage content creators, such as liking, voting, following, adding to favorites, and casting coins. Users can also opt to follow a content creator so they can see the content creator’s newly posted activities promptly on their own timeline. In addition, the company invented a unique interaction feature, ‘one click triple-function combo.’ Through one long pressing on the screen, users can complete liking, coin casting, and adding to favorite library in a roll to show their special appreciation, which has become Bilibili’s signature interactive function and has been widely used in its community.
Interacting with fans: Content creators can use moments, live broadcasting, and interactive video to interact with their fans. Bilibili moment enables users to express and share their interests and stories in multimedia content such as text, pictures, and video. Bilibili live broadcasting allows content creators to set up channels to interact with fans on a real-time basis and express their appreciation to the talents of live broadcasting hosts by virtual gifting.
Gifting and rewarding: Users can send free or paid virtual items to content creators and live broadcasting hosts to show their support and appreciation.
Sharing and communicating: Users can share and repost content uploaded by other users, add comments, send instant messages, and view their history of interactions with other users.
Platform
The company’s platform includes its ‘Bilibili’ mobile apps, websites, Smart TV, and other smart devices, Bilibili Comic, Maoer, and a variety of related features, functionalities, tools, and services that it provides to users and content creators. For mobile devices, users typically access its content through its Bilibili mobile apps, or a mobile website that is largely similar in terms of functionality and appearance to its mobile apps. The company’s mobile apps are available for user download from the Apple and Android app stores. It also provides a website at www.bilibili.com and offers quality content across smart TV devices.
The company utilizes its big data analytical capabilities in its feed system to categorize and recommend content based on user data captured on its platform and analytics produced by its deep learning algorithms. The basic features it offers on its platform include content uploading, viewing, and commenting. The company’s platform also can categorize, rank, search for, curate, and recommend content uploaded and viewed to simplify the content discovery process.
Commercialization Model
With the company’s engaged user base, expanding content ecosystem, and vibrant community, it is well positioned to capture users’ evolving demand and increase the lifetime value of its users by satisfying such demand. As it develops deep insights into user interests and behavior, the company curates the right content and service offerings compatible with user demand, achieving efficient user-centric commercialization. It generates revenues primarily from VAS, advertising, mobile games, and IP derivatives, and others.
In 2024, the company further advanced its commercialization strategy and improved its products to meet users’ evolving content and consumption needs. Throughout the year, robust growth in its high-margin mobile games and advertising businesses accelerated its total revenue growth and remarkably expanded its margins. The company’s gross profit increased by 61.2% year over year, driving its gross profit margin to increase to 32.7% in 2024. As a result, the company started to record net profit in the fourth quarter of 2024. For the full year of 2024, it significantly reduced its net loss. The company plans to further unlock the value embedded within its community with more efficient commercialization products and services to drive sustainable profitability over the long run.
VAS
The company provides various types of VAS offerings, including a premium membership program, live broadcasting, audio drama on Maoer, comics on Bilibili Comic, and other PUGV and community-related VASs, such as fan charging programs, Bilibili premium courses, and community-based avatar decorations.
The company extends diversified live broadcasting content covering a broad range of interests. It offers various virtual items for sale on its live broadcasting. Users can purchase in-app virtual items and send them as virtual gifts to their favorite hosts to show appreciation and provide them with monetary rewards. As the company continues to integrate its live broadcasting ecosystem within its PUGV ecosystem, more content creators transition to live broadcasting hosts to monetize their talents, which is expected to drive the continued growth of revenue generated from sales of virtual items.
The company shares revenues from the sales of virtual items generated on its live broadcasting with its hosts and talent agencies. It encourages its content creators to host live broadcasting on its platform to interact with their fans on a real-time basis, enhance their popularity, and in turn attract and retain users. The company has entered into exclusive cooperation agreements with certain hosts with top popularity on its platform, pursuant to which it offers these hosts more attractive rewards in addition to the revenue-sharing arrangements.
The company’s premium membership program allows paying members to enjoy exclusive or advance access to certain high-quality OGV content. It charges its premium members’ membership fees monthly, quarterly, or annually, based on the service package that they select. As of December 31, 2024, the company had 22.7 million premium members. Over 80% of them were annual or auto-renew premium membership package subscribers, which illustrates its users’ trust in its brand and content offerings.
The company offers anime and comic content through the mobile app, Bilibili Comic, and offers audio drama through Maoer audio to expand its content offerings. As a natural extension of the company’s core ACG content offerings, it sees great synergy effects between its main platform and each of Bilibili Comic and Maoer.
The company has upgraded its fan charging program by granting paid subscribers exclusive access to premium PUGV content from its content creators, available through flexible monthly or annual subscription tiers. It further expanded its portfolio with pay-per-view premium courses and community avatar decorations. These initiatives resonated strongly with its user base, establishing a scalable revenue stream capitalized on the depth and quality of its PUGV content ecosystem.
In addition, the company offers integrated marketing campaigns to provide a one-stop marketing solution for its advertisers. Advertisers can leverage the company’s brand advertising to raise their brand awareness, use native advertisements to influence users’ purchase decisions, and convert sales through its performance-based advertisements. These marketing campaigns were well received by users and brought satisfactory results for its advertisers. In 2024, the company expanded its ecosystem to welcome broader advertising opportunities while upgrading its advertising infrastructure with streamlined, user-centric ad placement tools. It further refined its ad targeting algorithms, based on its deepened insights into user consumption patterns and behaviors.
The company provides various sales incentives to its advertising customers, including cash incentives in the form of commissions to certain third-party advertising agencies and non-cash incentives, such as discounts and advertising services provided free of charge in certain bundled arrangements, which are negotiated on a contract-by-contract basis with customers. The incentives are based on revenue volume and incentive rates, which are negotiated on a contract-by-contract basis. The company accounts for these incentives granted to customers as variable consideration in accordance with ASC 606 that is net of its revenues. The amount of variable consideration is measured based on the most likely amount of incentive to be provided to customers. The company does not have other material transactions, agreements, or understanding with its advertising customers, other than in their capacity as its advertising customers.
Mobile games
As a key component of ACG culture, games are the second most popular genre category of the company’s PUGV based on video views in 2024. A substantial portion of its users are game lovers. Mobile games have therefore become a natural extension of its video content offerings and a part of its commercialization strategy since 2014. The company offers its game lovers exclusive distributed mobile games, jointly operated mobile games, as well as self-developed mobile games.
Driven by the strong performance of the company’s exclusively distributed strategy game, San Mou, launched in June 2024, the financial performance of its mobile games regained growth momentum.
The majority of mobile games on the company’s platform are developed by third-party developers, and the company selects and curates mobile games on its platform based on content, themes, cultural characteristics, and features that appeal to its users. The company’s users access the mobile games on its platform, and log into and play with their Bilibili accounts. Users’ purchases of in-game virtual items to enhance their game-playing experiences are the primary source of its revenue generated from mobile games. As of December 31, 2024, the company operated multiple exclusively distributed mobile games and hundreds of jointly operated mobile games.
For the company’s exclusively distributed mobile games, it is generally granted royalty-bearing licenses with the exclusive right to market and distribute mobile games in China and other countries and regions in Asia. The company is responsible for game launch, hosting and maintenance of game servers, game promotions, and customer services. It also develops localized versions for games licensed from overseas developers.
For the company’s jointly operated mobile games, it entered into joint operating agreements with game developers and distributors, pursuant to which it was granted non-exclusive licenses to promote and distribute games on its platform. The company negotiates revenue-sharing arrangements or licensing fees with mobile game developers on a case-by-case basis, and such arrangements are generally consistent with industry norms. It earns game distribution service revenue within the applicable contract periods by providing payment solutions and game promotion services, while game developers are responsible for providing game products, hosting and maintaining game servers, and determining the pricing of in-game virtual items.
To cater to the young generation’s game demand, the company is also building up its internal game development capabilities, leveraging its deep understanding of user preferences and its rich game operation experience.
IP derivatives and others
The company’s IP derivatives and others business is focused on the derivative merchandise of ACG-related content. It offers ACG-related merchandise and generates revenue from sales of these products. For example, for users who are particularly interested in a certain anime, the company recommends merchandise of the same theme, such as figure toys, and converts these into sales on its e-commerce platform. The company also generates revenue from certain offline activities it holds, including e-sports copyright sub-licensing, selling event tickets, and peripheral products.
Strategic Partners
The company collaborates with reputable industry players to enhance its content offerings and to strengthen its user-centric commercialization capabilities. It partners with domestic and overseas content partners to continually expand and deepen its content repository. The company also works with talent agencies in expanding its content creator group, as well as in diversifying its content offerings. It contracts with talent agencies to recruit, manage, train, and support its hosts, and pays talent agencies a percentage of the total revenues from virtual gifting made to the hosts managed by such talent agencies. The company works with advertisers in a variety of industries due to its growing community and increasing brand awareness. It enters into advertising service agreements with advertisers directly or through advertising agencies.
The company cooperates with leading global and domestic mobile game developers to distribute their mobile games on its platform. Under the company’s agreements for exclusively distributed mobile games, it is typically responsible for the launch of the games, hosting and maintenance of game servers, determination of when and how to operate in-game promotions and customer services, the pricing of in-game virtual items, and making localized versions for overseas licensed games. Under the company’s agreements for jointly operated mobile games, it is typically responsible for distributing games and providing payment solutions and market promotion services. Proceeds earned from selling in-game virtual items are shared between the company and the third-party game developers pursuant to the agreements. The company has also entered into revenue-sharing arrangements with distribution channels, including iOS and Android-based app stores, to distribute its mobile games. To provide multiple payment methods for its users, the company contracted with online payment channels and pays fees based on the amount of payment made through the payment channel.
In October 2018, Tencent, a major shareholder of the company, further invested in the company, and it entered into a strategic collaboration agreement with Tencent for sharing and operating existing and additional anime and games on Bilibili’s online platform, pursuant to which both the company and Tencent shall participate in the exchange and purchase of existing anime copyright, and jointly procure, produce, and invest in anime projects, as well as seek investment opportunities in the anime and comic industry. In addition, the company would expand its cooperation with Tencent by jointly operating more Tencent games on its platform.
Branding and Marketing
The company has been retaining and expanding its user base by providing high-quality content since its inception, and it has cultivated a deep and diverse content pool well recognized among Generation Z+. In addition to viral marketing, word-of-mouth referrals, and repeat user visits driven by superior user experience, quality content, and product offerings, the company implements various branding and marketing measures to promote its brand awareness among existing and potential users with prudently managed sales and marketing expenses.
In keeping with the company’s slogan, Bilibili - All the Videos You Like, it held various activities to reinforce its impacts across different user demographics. For example, the company closed the year of 2024 with its New Year’s Eve Gala, the Most Beautiful Night of 2024, which emerged as a popular online New Year’s celebration for the young generations in China, attracting over 230 million views. The company’s branding and marketing initiatives allow it to connect and resonate with more users and expand to a broader audience.
Content Management and Review
The company maintains two levels of content management and review procedures to monitor the content uploaded to its platform to help ensure that no content that may be deemed to be illegal or inappropriate under government rules and regulations is posted and to promptly remove any infringing content. The first level of review procedure is conducted through the company’s proprietary artificial intelligence-based screening system. This system automatically flags and screens out newly uploaded videos that have piracy issues or contain illegal or inappropriate content by comparing them with copyrighted or objectionable videos stored in its own in-house ‘blacklist’ databases and identifying those with similar codes. Once the content is processed by the company’s technology screening system, its system then extracts fingerprint trails from the content and sends them to its content screening team for the second-level review. Leveraging the fast-developing AI large language models, the company has improved its AI-based screening capabilities, which led to a significant improvement in the efficiency of its overall content management and review team.
The company provides initial training during the onboarding process for new hires. It also offers periodic training sessions to keep these employees apprised of any regulatory and policy changes, and supervises and monitors their work. All of the content needs to go through these two levels of review procedures before it is released on its platform.
All of the other content, primarily consisting of bullet chats posted by users, is also automatically filtered by the company’s AI-powered screening system, which utilizes an artificial intelligence-based screening system to conduct semantic analysis on bullet chats to analyze, identify, and screen out inappropriate bullet chats. With respect to live broadcasting, the company has a separate monitoring team to review and monitor the content and activities of hosts of its live broadcasting, as well as the bullet chats posted by viewers. The live broadcasting reviewing process is similar to the two-level review procedure. Further, in addition to responding to user complaints, its monitoring team frequently visits different live broadcasting rooms to ensure the appropriateness of the content.
The company utilizes a real-name system to authenticate the identities of its content creators and live broadcasting hosts. In addition, before each upload, the user has agreed to the terms and conditions set forth in the user agreement of its platform. Pursuant to such user agreement, each user undertakes not to upload or distribute content that violates any PRC laws or regulations or infringes the intellectual property rights of any third party, and agrees to indemnify the company for all damages arising from third-party claims against it caused by violating or infringing content uploaded or linked by the user. Cooperation agreements with the company’s popular content creators also provide for standard clauses that restrict the content creators from uploading infringing content on its platform. The company also removes users’ uploads when it is notified or made aware by copyright owners or from other sources authorized by copyright owners of copyright infringements, such as lists of inappropriate or infringing content that the regulatory authorities publish from time to time and market information on releases of movies and television serial dramas.
The company’s abuse reporting infrastructure allows its users to report inappropriate, offensive, or dangerous content to it through ‘report’ links easily found on its platform. Users can also report through customer service staff or third-party organizations. In addition, if the company confirms that a user has uploaded content that contains provocative or hate speech, personal attacks, fraudulent information, or other offensive information, it may temporarily suspend or permanently terminate such user’s account, and display such user’s account information and reason for the disciplinary action under the ‘Dark Chamber’ tab, which is open to all users on its platform. To protect the community values and contribute to a more harmonious community, the company’s veteran users have voluntarily formed a community discipline committee to collectively evaluate the appropriateness of content posted on its platform, the results of which will be used to train its AI screening system for content monitoring.
Research and development expenses
The company’s research and development expenses decreased to RMB3,685.2 million (US$504.9 million) in 2024.
History
Bilibili Inc. was founded in 2009. The company was incorporated under the laws of the Cayman Islands in 2013.
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