Chinese video platform Bilibili is making its biggest international push yet, launching a new global app and actively recruiting creators as it looks to compete with YouTube outside China.

Reports circulating this week claim Bilibili could pay creators around $0.70 per 1,000 views under its creator incentive system. However, this should not be treated as a guaranteed global rate.

Bilibili has not published an official fixed payment of $0.70 for every 1,000 views. Its creator compensation depends on factors including video performance, engagement, content quality, and advertising.

Bilibili launched its new international Android app on August 19, with an iOS version scheduled to follow.

The international app offers the same broader content ecosystem while adding better localization for overseas audiences.

One major change is registration. International creators no longer need to submit passports or other identity documents simply to create and upload content, removing one of the biggest barriers to using Bilibili outside China.

Bilibili is also preparing an English-language website.

The company is building overseas teams as well, with community roles appearing in Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo. It is also working on AI-powered moderation systems for the international platform.

Bilibili already operates an established Creator Incentive Program in China.

Its current system combines a base creator incentive with advertising revenue sharing. The base incentive is aimed primarily at smaller creators who have not yet developed significant other income on the platform.

Bilibili currently caps this basic creator incentive at 2,000 yuan per month, or roughly $280, but advertising revenue sharing is not subject to that limit.

The company does not calculate earnings using views alone. Engagement, valid watch activity, audience response, and the type of content can all influence payouts.

Therefore, the widely shared $0.70 per 1,000 views figure appears to be an estimate or reported creator rate rather than a guaranteed platform-wide CPM.

It is also not yet clear whether Bilibili’s new international monetization program will use the same rules as its domestic Chinese program.

Bilibili is significantly smaller than YouTube globally, but it already has an enormous user base.

The company reported more than 376 million monthly active users during the first quarter of 2026, alongside 115.2 million daily active users.

Users spent an average of 119 minutes per day on the platform, approaching two hours.

Bilibili’s advertising business is also expanding quickly. Advertising revenue increased 30% year-on-year to about $375 million during the first quarter.

The platform has already attracted major international creators and entertainment figures, while Bilibili has specifically been encouraging creators such as MrBeast to publish content for its audience.

Direct payments for video views are only one part of Bilibili’s creator economy.

Creators can also earn through advertising revenue sharing, fan payments, livestreaming, e-commerce, paid content, and sponsored brand campaigns.

Bilibili’s Sparkle advertising platform connects creators with companies for sponsored content, while its fan-charging system lets viewers directly financially support creators.

This broader monetization system could become particularly important as Bilibili recruits established YouTubers and other international creators.

YouTube uses a different monetization structure rather than guaranteeing creators a fixed amount for every 1,000 views.

For standard long-form videos, YouTube creators receive 55% of eligible watch-page advertising revenue. Shorts creators receive 45% of the revenue allocated to them from the Shorts creator pool.

Actual YouTube earnings therefore vary significantly depending on the viewer’s country, advertising demand, video category, and other factors.

This also means the reported $0.70 Bilibili figure cannot be directly compared with YouTube RPM or CPM figures without knowing exactly what type of Bilibili payment it represents.

For now, Bilibili’s bigger threat to YouTube may be less about a single payment rate and more about offering creators access to a 376-million-user audience, new monetization opportunities and another major distribution platform.

Its international expansion is still at an early stage, but the launch of a global app, removal of ID barriers, international hiring and direct recruitment of established creators show that Bilibili is making a serious attempt to expand beyond China.

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