Although most Chinese people watch short videos, the popularity of long format is growing rapidly. The popular youth-oriented video streaming and sharing giant Bilibili is considered to be the platform most similar in nature to YouTube.
Bilibili used to be mainly themed around animation, comics, and games. Today, Bilibili’s 267-million monthly active users are more diverse and older. The platform’s grown to a pan-entertainment online video community with content ranging from fashion, lifestyle and technology, to gastronomy, knowledge sharing, and much more.