YouTube rival Bilibili eyes global creators with reported $0.70 payout per 1,000 views

Chinese video-sharing platform Bilibili is stepping up its push into international markets, drawing attention from creators over its reported monetisation rates.

The platform, often compared with YouTube in China, is reportedly offering creators around $0.70 (approximately Rs 60) for every 1,000 views, according to a post shared by RT on X. Bilibili, however, has not officially confirmed the reported payout.

The reported rate has sparked interest among creators as the company looks to build a larger audience outside China.

Bilibili targets international creators

According to Global Times, Bilibili's international version will have a simpler registration process, without mandatory identity verification. It will also feature a more localised user experience and tools designed for overseas users.

The move could make it easier for creators in different markets to join the platform and explore its monetisation options.

Spanish-language X account El Dui drew attention to the reported payout, 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."

The post, which received more than 16,000 likes, also claimed Bilibili was opening international monetisation opportunities to attract creators globally.

"YouTube 2012 is knocking on the door again. Only this time, it's coming from China," the account wrote.

Platform already has a large user base

Bilibili was launched in 2009 and became one of China's major video platforms. According to The Public Press, it now has more than 350 million monthly active users and ranks among the world's most-visited websites.

The platform has also attracted established international creators. YouTube star MrBeast started posting videos on Bilibili in 2024 and has reportedly built a following of 8.8 million.

Can Bilibili challenge YouTube?

For creators, the appeal may not depend only on the reported per-view payment. Access to a different international audience could also be a factor as Bilibili expands overseas.

However, some users have noted that Bilibili's advertising ecosystem and creator fund are still smaller than YouTube's. This could affect how much creators ultimately earn, even if the reported rate per 1,000 views proves accurate.