挑战YouTube?B站重启国际版App,胜算几何

近日，Bilibili宣布其国际版应用重新上线，提供无需身份验证的便捷注册和本地化体验，迅速引发海外创作者关注。B站能否真正打开海外市场？

"Is Bilibili looking to take on YouTube?!" An overseas user named ChaOtik posted the question on X after seeing Bilibili's official creator account launch a new account, adding that if the Chinese video platform really expands internationally, "I'll move over in heartbeat." Bilibili's official creator account, "bilibili Creator Hub," responded by saying that it would always welcome those who believed in the platform from the beginning.

“Bilibili是要挑战YouTube吗？”一位名为ChaOtik的海外用户在X平台上看到Bilibili官方创作者账号推出新账号后发出了这样的疑问，并补充说，如果这个中国视频平台真的向国际市场扩张，“我会立刻转过去。”Bilibili官方创作者账号“bilibili Creator Hub”回应称，始终欢迎那些从一开始就相信这个平台的人。

The brief exchange offered a glimpse into the growing attention surrounding Bilibili's latest push into international markets.

这段简短的互动，让人窥见外界对Bilibili最新国际化拓展的关注度正在上升。

The interaction came as Bilibili announced on X that its international app had been relaunched. It says that it would offer a more convenient registration without identity verification, a more localized user experience, and plans for further local optimization and new features in the future.

此次互动正值Bilibili在X平台宣布其国际版应用已重新上线之际。官方表示，新版本将提供无需身份验证的更便捷注册流程、更本地化的用户体验，并计划在未来进一步优化本地化功能及推出新特性。

The move quickly drew attention from international creators and users. On X, Spanish-language user EI Dui highlighted Bilibili's reported creator payouts, writing, "While YouTube gives you crumbs, Bilibili is reportedly offering $0.70 per 1,000 views, and it has already surpassed 370 million monthly users."

这一举动迅速引起了国际创作者和用户的关注。在X平台上，西班牙语用户EI Dui强调了Bilibili据称的创作者收益分成，写道：“当YouTube给你的是面包屑时，Bilibili据称每千次观看提供0.70美元，而且它已经拥有超过3.7亿月活用户。”

EI Dui also said Bilibili was opening up international monetization to attract creators from around the world. The post, which had received more than 16,000 likes, concluded, "YouTube 2012 is knocking on the door again. Only this time, it's coming from China."

EI Dui还表示，Bilibili正在开放国际变现功能以吸引全球创作者。这条帖子获得了超过1.6万个点赞，结论是：“YouTube 2012模式又来了，只是这次来自中国。”

The post reflects growing interest on overseas social media in Bilibili's creator monetization policies, but for creators, the real attraction may be more than money. What matters is whether Bilibili can offer audiences beyond those already reached through YouTube.

这篇帖子反映了海外社交媒体对Bilibili创作者变现政策日益增长的兴趣，但对于创作者而言，真正的吸引力或许不只是钱。关键在于Bilibili能否提供YouTube尚未触及的新受众。

"For creators, the most important thing is not simply having another website to upload videos to, but whether there are new audiences to reach," Wu Fugui, an international communications scholar based in Shanghai, told the Global Times on Wednesday.

“对创作者来说，最重要的不是多一个上传视频的网站，而是是否有新的受众可以触达，”上海的国际传播学者吴福贵周三告诉《环球时报》。

"Bilibili has developed a strong community around anime, gaming, AI-generated content, and other interest-driven content. For overseas creators working in these areas, the platform could provide an additional audience and a different content environment," he said.

“Bilibili围绕动漫、游戏、AI生成内容及其他兴趣驱动的内容建立了强大的社区。对于这些领域的海外创作者来说，该平台可以提供额外的受众和不同的内容环境，”他说。

"One of the biggest differences between Bilibili and YouTube may not be the videos themselves, but the way users interact with creators," Wu said. "Features such as bullet comments, colored comments and interest-based communities give users a stronger sense of participation."

“Bilibili和YouTube最大的区别之一可能不在于视频本身，而在于用户与创作者互动的方式，”吴表示。“弹幕、彩色评论和基于兴趣的社区等功能，给用户带来了更强的参与感。”

For long-term users, that sense of participation can also shape how they discover and consume content. Bruce Xu, a Bilibili user for more than 10 years who is based in the central US, told the Global Times that the platform often turns a single interest into a much broader viewing experience.

对于长期用户来说，这种参与感也会影响他们发现和消费内容的方式。身处美国中部的资深Bilibili用户Bruce Xu（使用该平台已超过10年）告诉《环球时报》，该平台常常能把一个单一的兴趣拓展成更广阔的观看体验。

"You might start with one video, but then discover another creator, a more specialized video or an entire community around the same interest. That's what keeps me coming back," he said.

“你可能从一个视频开始，然后发现另一个创作者、一个更垂直的视频，或者一个围绕相同兴趣的完整社区。这就是让我不断回来的原因，”他说。

That community culture, however, could also be one of Bilibili's biggest challenges as it expands overseas.

然而，这种社区文化也可能成为Bilibili在海外扩张中面临的最大挑战之一。

"Different countries have different rules on content regulation, monetization and user behavior," he said. "Bilibili will also need to find ways to make its distinctive features, such as bullet comments and interest-based communities, work for overseas users without losing what makes the platform unique."

“不同国家对内容监管、变现和用户行为有不同的规则，”他说。“Bilibili还需要找到方法，让弹幕和兴趣社区等特色功能对海外用户同样有效，同时不失平台的独特性。”

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