Bilibili

Bilibili operates a multi-sided platform model. On one side, it attracts consumers with free and paid digital content, community interaction, live streaming and gaming-related experiences. On the other side, it monetises the resulting audience and engagement through advertising sold to brands and agencies, while also earning directly from users through memberships, virtual gifting, in-app purchases, paid comics and course access. The business benefits from cross-promotion between content formats, creator participation and account-level integration across services.

Bilibili is a Chinese consumer internet platform built around online video, live streaming, gaming, comics and related community features. Its core product is a youth-oriented social video platform known for user-generated content, professionally produced content and real-time on-screen comments, with adjacent products in live streaming, game distribution, digital comics, paid courses and written publishing. The company also operates an advertising business that sells brand and performance inventory against its audience.

Bilibili makes money through a diversified mix of advertising, premium subscriptions, in-app purchases, virtual gifting, game-related monetisation and paid content. Its direct customers are primarily consumers who pay for memberships, virtual goods and content, and advertisers or agencies that buy media access to its audience. The platform creates value by aggregating creators and viewers in a tightly integrated ecosystem that increases engagement and supports multiple monetisation points.