(BILI) Bilibili Inc. Business Model Canvas Research

Bilibili Inc. works with animation, comic, and IP rights holders to secure ACG content and adaptation rights, which keeps its fandom-heavy community sticky. These deals also feed merch, co-productions, and exclusive launches, helping Bilibili stand out versus general video platforms.

• Secures ACG content and adaptation rights
• Strengthens fandom-led user loyalty
• Supports merch and co-productions
• Boosts platform differentiation

Bilibili Inc. depends on cloud and CDN partners to keep video and live streams fast, stable, and available at scale. Payment partners support membership fees, virtual goods, and in-app purchases, while device and app ecosystem partners expand reach across iOS, Android, smart TVs, and other connected screens.

• Cloud/CDN: quality, scale, uptime
• Payments: subscriptions and in-app sales
• Devices/apps: wider screen distribution

Bilibili Inc. acquires, launches, and runs mobile games, and live ops keeps players active through events, balance updates, and time-limited content. When a hit title breaks out, this turns into a major monetization driver, since repeat play and in-game spending usually matter more than launch-day sales.

• Acquire, launch, operate mobile games
• Use live events to retain players
• Monetize best through hit titles

In Q1 2025, Bilibili Inc. generated RMB7.0 billion in net revenue, with advertising and value-added services carrying monetization. Marketing helps drive user growth and brand pull, while paid services must keep the community feel that supports Bilibili's 368 million monthly active users.

• Ads and paid services fund growth
• Marketing drives user acquisition
• Monetization must protect engagement

Bilibili Inc.'s recommendation, moderation, and data stack is a core asset: it shapes feeds for 340+ million monthly active users and helps protect the 100 million+ daily audience from unsafe content. Better data tools also lift ad targeting and creator analytics, which matters as the platform scales revenue from user demand and ad load.

• Personalizes feeds at scale
• Filters unsafe content fast
• Improves ad targeting
• Tracks creator performance

Bilibili Inc.'s brand is tied to youth culture and fandom, and that identity helps pull in users and ad budgets. In Q1 2025, the mobile app reached about 368 million monthly active users and 107 million daily active users, showing why the app is the core delivery asset for content, community, and monetization.

• Strong youth and fandom brand
• Mobile app drives ecosystem use
• Scale supports premium ads

Interactive social engagement turns viewing into participation: comments, bullet chats, likes, follows, and fan replies make users part of the content loop. With Bilibili reporting over 340 million monthly active users and about 100 million daily active users in 2025-era filings, that social layer helps deepen loyalty and community stickiness.

• Bullet chats drive live co-viewing
• Fans shape content through comments
• Likes and follows boost retention

Bilibili’s young Chinese user base makes it a strong buy for advertisers chasing Gen Z and younger millennials, a segment that is hard to reach through TV and print. In Q3 2024, Bilibili reported 103.5 million daily active users and 360 million monthly active users, which supports pricing power in premium ad niches like gaming, beauty, and consumer tech.

• Younger users are hard to reach elsewhere.
• 103.5 million DAU in Q3 2024.
• 360 million MAU in Q3 2024.
• Better pricing in targeted ad categories.

Bilibili Inc. keeps creators close to viewers through posts, live streams, and comment threads, turning each touchpoint into a retention loop. With a community of over 300 million monthly active users and more than 100 million daily active users in its latest filings, these tools help creators build loyal audiences and keep watch time and repeat visits high.

• Direct posts and streams drive repeat engagement.
• Comment threads deepen creator-fan bonds.
• Loyal fans support user retention.

Bilibili Inc. keeps the platform usable by setting rules, reviewing posts, and enforcing penalties, so trust and safety sit at the center of customer relationships. That matters for advertisers too: in 2025, Bilibili reported over 340 million monthly active users and more than 120 million daily active users, so moderation helps protect a very large audience and ad base.

• Rules and review reduce harmful content.
• Safety lowers advertiser brand risk.
• Trust keeps users active and engaged.

App stores and device ecosystems give Bilibili Inc. a direct path to downloads, updates, and re-engagement on phones and tablets. With 300+ million monthly active users in its latest reported periods, this channel matters for both acquisition and retention because it keeps the app easy to find, install, and reopen.

• Drives low-friction user acquisition
• Speeds app updates and fixes
• Supports retention with device alerts

External social channels on Weibo, Douyin, and WeChat help Bilibili Inc. push creator clips, event promos, and fan traffic at low cost, while offline events like Bilibili World and Bilibili Macro Link deepen ties with fandoms and keep the brand culturally relevant.

• Social media boosts creator visibility.
• Offline events strengthen fandom loyalty.

Mobile gamers are a high-value segment for Bilibili Inc. because in-app spending and game publishing fees can convert their play time into revenue, while the same users often fuel the platform's entertainment and community traffic.

That overlap lets Bilibili tie game engagement to video, live, and creator-led promotion, so a single gamer can drive both monetization and content discovery.

• In-app spend lifts monetization
• Publishing adds platform revenue
• Strong overlap with core users
• Content boosts game engagement

Bilibili’s paying customer base splits into advertisers and premium subscribers. In Q1 2025, the platform served 368 million MAUs and 107 million DAUs, giving advertisers reach at scale, while subscribers paid for memberships and paid content that helped drive the company’s RMB 7.0 billion quarterly revenue mix.

• Advertisers buy reach and targeting.
• Subscribers pay for premium access.
• Both are key monetizing users.

Bilibili Inc. keeps sales, marketing, and user acquisition heavy because ad teams and promo runs are costly, and China’s internet market is crowded. In 2025, brand campaigns also helped push new product launches and move Bilibili beyond core video into ads, gaming, and other categories.

• High ad and promo spend
• User growth stays essential
• Branding supports new launches

Bilibili Inc. keeps engineering and product development as core cost centers: in FY2024, R&D expense was about RMB 3.6 billion. Content moderation and compliance also stayed heavy as the platform scaled, with FY2024 revenue of RMB 26.0 billion, showing these controls are a fixed cost of running the business.

These spend lines protect user trust, reduce regulatory risk, and support long-term growth.

• R&D: about RMB 3.6 billion in FY2024
• Moderation and compliance: material operating costs
• Platform safety supports long-term growth

Live broadcasting and virtual gifts let Bilibili turn fan attention into immediate cash, since viewers pay for gifts, paid interactions, and other stream features in real time. The stream business works best when creator output is strong and fan loyalty is high, because more active communities mean more gift spending and stronger repeat monetization.

• Paid gifts drive real-time revenue.
• Creator activity lifts monetization.
• Fan loyalty supports repeat spend.

Bilibili can turn owned or partnered IP into licensing fees and merchandise sales, with ACG franchises fitting derivative products like figures, apparel, and collectibles. This also pushes the brand beyond the app; in 2024, Bilibili reported about 341 million monthly active users, giving its IP a large built-in audience.

• Licensing monetizes owned IP.
• ACG brands fit merchandise well.
• Extends reach beyond the app.