The New Radical: Buying for 150 million Centennials

13 Oct 2017

The New Radical: Buying for 150 million Centennials

By Lulu M



New to ATF this year, the team from China’s Bilibili (哔哩哔哩) is raring to set itself lose on the market floor to scour the landscape for movies, TV series, documentaries and so much more, while also exploring potential partners from countries like Thailand, Malaysia and Singapore, to feed their 150 MILLION hungry, hungry centennial (are millennial passé?) users.


But First, Who is Bilibili?

Bilibili was founded in 2009. Today, it is one of the largest pop-culture communities in China, and is the favourite content streaming service among youngsters in Chinese-speaking countries and communities abroad.

The average user age is 17, with 75% of them being under 24-years-old. One feature that makes Bilibili’s streaming experience so interactive and responsive is the Danmaku commenting system, through which users can interact with fellow users and content creators without limits of time and space. This quality has led to Bilibili's rise in popularity as an entertainment community for sharing the most interactive content and derivative re-creations.

Bilibili has been deeply rooted in the ACG (Anime Comic Game) culture from the very beginning and is still the spiritual home for Chinese ACG fans. With the rapid growth of its users, Bilibili has expanded into offering more entertainment content genres that include movies, TV series, and documentaries, among myriad of other genera.

“Bilibili is and will continue to be devoted to feeding our 150 million users with increasingly high-quality content,” Shuyao Fang, Manager, International Acquisitions, Shanghai Hode Information Technology Co., Ltd. (Bilibili)


Weihan Zhang
Senior Manager
International Acquisitions
Shanghai Hode Information
Technology Co., Ltd. (Bilibili)

Shuyao Fang
Manager
International Acquisitions
Shanghai Hode Information
Technology Co., Ltd. (Bilibili)


At the Mo’

Bilibili has already established profound partnerships with leading content providers in the field of Manga, documentary and scripted content.

"Due to the similarities we share in cultures within Asia, Asian production is more likely to attract our Chinese audiences." – Weihan Zhang, Senior Manager, International Acquisitions, Shanghai Hode Information Technology Co., Ltd. (Bilibili)

“The APAC region is indeed an important territory for Bilibili currently and in the future,” stated Weihan Zhang, Senior Manager, International Acquisitions, Shanghai Hode Information Technology Co., Ltd. (Bilibili). “Due to the similarities we share in cultures within Asia, Asian production is more likely to attract our Chinese audiences. 

“We’ve already been an active buyer of Japanese content, and we are also exploring more with partners from other countries like Thailand, Malaysia and Singapore. We’d love to see more possibilities here.”

In fact, investment or co-development is something Bilibili is considering and even trying out step by step right now.

“We’ve already achieved some successful cases in the field of domestic animation and Japanese anime, and we are also discussing potential opportunities with some premium documentary projects.

“We’re open to hear more about projects with meaningful topics, while also being suitable for our young users,” Shuyao offered.

"We are also exploring more with partners from other countries like Thailand, Malaysia and Singapore. We’d love to see more possibilities here."– Weihan Zhang, Senior Manager, International Acquisitions, Shanghai Hode Information Technology Co., Ltd. (Bilibili)

As a new player in this market, Bilibili is always exploring more possibilities with different content providers. As with players in a bold, new world, they are not tied to any fixed models and can be flexible for any suitable collaboration patterns.

The collaboration of finished content can always be considered, while factual content and scripted content are both the genres Bilibili is paying attention to presently.

As flexible as their young users, Bilibili is open to different IPs, as long as the content fits its platform. 

“And just to clarify, Bilibili is not limited to only animation content now. Animation will remain as the most important part of our platform, but we have already started to pay more attention to live action content. Documentaries, factual entertainment, TV series, and movies are all under our consideration.”


The Revenue Game

Bilibili has never attempted to generate revenue directly from its video streaming business. Having spent years cultivating China's animation and comic market, Bilibili is aiming to be involved in a more diverse and healthy industrial chain.

Apart from the online streaming service, this thriving platform also has business in gaming, advertising, merchandizing, offline events and so much more, which, by the way, are all performing flawlessly well.

For example, its BML (aka Bilibili Macro Link) is an offline event Bilibili holds every August. Five years ago, the first BML was just a fans-gathering event of 800 people. Five years later, more than 100,000 teenagers thronged the three-day affair now called BILIBILI WORLD, where tickets of its BML concerts (prices varying from US$27 to US$220) were sold out instantly after released.



100,000 centennials take online obsession offline 



In a place where virtual and real collide: BML in concert 

As for advertising, Bilibili stated that it does not and will not do pre-roll ads. 

“Our advertising business is more customized, so it always comes with better influence. With well-designed, online campaigns, advertisers can reach precise young consumers, currently making it very attractive to brands,” Weihan concluded.


REGISTER NOW!

Catch Bilibili for the first time at ATF, as well as a massive line-up of buyers from China. 

Be part of ATF 2017 CHINA EXCLUSIVE (Nov 30) as China’s decision-makers make their way to ATF to speak on monetization, and find new deals and partnerships.

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