Where Gen Z Lives and Breathes
366 million users, 107 minutes daily, and a community that actually sticks around. Bilibili is China's home of long-form video and youth culture. When you need to reach China's next generation of consumers, there's only one platform that holds their attention for real.
Who Uses Bilibili?
Bilibili is where China's next generation of consumers lives. 366 million users, 82% under age 35, spending 107 minutes daily in a community built around genuine interests — not just entertainment.
Why Bilibili for Your Brand?
Bilibili is not about quick impressions — it's about building fandom. Users follow creators they trust, engage deeply with long-form content, and convert because of community trust, not brand interruption. 80%+ 12-month retention means your message compounds over time rather than disappearing after one campaign. If your brand speaks to China's next generation of consumers, this is where trust is built.
Not Just Another Video App
Unlike short-form platforms built on quick hits, Bilibili earns real attention. 80%+ of top content runs over 10 minutes. Users subscribe, comment, and share with friends. That's the difference between an impression and an impression that actually matters.
Gen Z Concentration You Can't Get Elsewhere
Nearly 70% of China's post-90s generation (including Gen Z) is active on Bilibili. If your audience skews young, this is where they actually spend time — not the platforms where you compete with everyone else.
Users Who Stay
Most platforms lose users fast. Bilibili keeps them. 90% log in at least 30 days a month. 84% return daily. After a year, 80% are still there. That kind of retention means your brand message can build over time instead of starting from scratch every campaign.
Deep Content, Deep Connections
This isn't a platform for 15-second clips. Bilibili's top content is 10+ minutes on average. Users follow creators, debate in comments, and build genuine communities around interests. Brand integration into this environment feels natural rather than interruptive.
Paying Users, Not Just Viewers
35.66 million monthly paying users. These aren't passive scrollers — they're engaged fans who support creators directly. A platform where users spend money on content they love is a platform where your brand benefits from trust that's already been earned.
Ready to Reach Gen Z in China?
Let's talk about how Bilibili fits your China marketing strategy.
tmg@tuyuesouxin.cn