Value of mid-to-long-form content returns, Bilibili (哔哩哔哩 / B站) enters a new cycle

Bilibili leans into longer formats

Bilibili (哔哩哔哩), commonly known in China as B站, is reportedly shifting its product and commercial focus toward mid-to-long-form content — a strategic move that signals a new growth cycle for the youth-oriented video platform. After years of intense competition from short-video giants like Douyin (抖音) and Kuaishou (快手), platforms and advertisers are again valuing deeper, serialized and premium content that keeps users hooked for longer sessions and commands higher ad and subscription yields. It has been reported that Bilibili is investing more in licensed series, documentary-style programming and creator-supported long-form shows to capture this opportunity.

Why this matters now

Why the turnaround? Short clips drove massive user growth, but they fragment attention and limit monetization per viewer. Mid-to-long-form work — think episodic shows, in-depth game reviews, or long gaming streams — creates a stickier relationship between creator and audience, and opens multiple revenue channels: subscriptions, paid channels, higher-priced ads, and IP development. For Western readers unfamiliar with China’s ecosystem: Bilibili blends user-generated clips, professional content, live streaming and community features around fandom culture, so a shift to longer formats could lift average revenue per user faster than chasing pure scale.

Market and regulatory context

This pivot comes amid a transformed regulatory and advertising landscape in China. Since 2020, tighter platform regulation and a more cautious ad market have pressured growth strategies that rely on fast user acquisition. At the same time, licensing costs and cross-border distribution are increasingly influenced by geopolitical tensions and trade frictions, which can complicate international monetization. It has been reported that platforms like Bilibili are therefore prioritizing domestic IP development and direct-to-user monetization that are less exposed to such external risks.

The big question

Can deeper content translate into sustainable, profitable growth for Bilibili? The bet rests on execution: attracting high-quality creators, managing licensing costs, and converting a youthful user base into paying subscribers or premium-ad audiences. If successful, Bilibili could prove that attention economy winners in China are not only the fastest scrollers, but also the ones who keep viewers watching.