Bilibili’s International App Expands Further, Begins Recruiting Creators in European and U.S. Markets

[Ebrun Original] Bilibili plans to further advance its internationalization strategy in the near term.

According to a recent announcement from the Bilibili Creator Hub, the platform will launch a global version of its app for markets worldwide. The Android version is already available for download in selected countries, with coverage to be extended to more regions in the future. Compared to previous iterations, the new international app has further lowered the registration threshold for overseas users, eliminating the need for identity verification, while emphasizing global content distribution and localization capabilities.

Ebrun has observed that in addition to re-launching its international product, Bilibili has also begun building local teams in multiple overseas markets recently. Open job postings currently cover London, UK, as well as other markets in Europe, the U.S., Latin America and Asia, with responsibilities including local creator and IP resource expansion, community operations, and content partnerships. For example, the Creator Manager role posted in London is tasked with recruiting and maintaining long-term relationships with local creators, while also participating in product content localization and analysis of local user needs.

At the same time, Bilibili is stepping up its recruitment of overseas creators. Launched in August, the Bilibili Creator Hub mainly provides international creators with information related to platform updates, events and content creation. In responses to overseas users, the official also stated that content from Bilibili’s China platform will be accessible on the international version, though the company has not yet disclosed further details on the specific content distribution and recommendation mechanisms between the Chinese domestic platform and the international app.

This is not Bilibili’s first foray into overseas markets.

Previously, Bilibili focused on Southeast Asia through products including Bilibili and Bstation. According to Bilibili’s official overseas website, its services currently cover markets including Indonesia, the Philippines, Thailand, Vietnam, Singapore and Malaysia, with the Bstation brand used in Indonesia. In terms of content, the product has long used animation and other ACG content as a key user acquisition entry point, while also introducing creator-generated UGC content. Bilibili officials stated that it currently operates the largest animation content library in Southeast Asia.

Compared to its previous overseas standalone product strategy focused on Southeast Asian markets, Bilibili’s current internationalization efforts have a significantly broader coverage. Based on information released so far, markets including Europe, the U.S., Japan and Latin America have entered the platform’s scope for local team and creator ecosystem expansion, while overseas content offerings are also extending beyond licensed animation content to local creators, independent animation, IP and new content formats.

On August 27, Bilibili released its financial results for the second quarter of 2026. During the reporting period, Bilibili’s average daily active users reached 116.5 million, up 7% year-on-year. Total revenue came to 7.94 billion yuan, up 8% year-on-year, while net profit reached 339 million yuan, up 55% year-on-year. In the earnings report, Bilibili’s management mainly disclosed progress in domestic users, content ecosystem, and businesses including advertising, value-added services and games, and did not provide separate explanations of phased targets for the international version.

However, it is worth noting that on its overseas recruitment page, Bilibili has described its current series of moves as "a new phase of global expansion".

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This article was first published on the official Ebrun website.