Starting from April 1st at 0:00, Bilibili (哔哩哔哩, B站) Will Remove the "Recommended for You" Algorithm

What the change is

It has been reported that Bilibili (哔哩哔哩, B站), the Shanghai-based video and community platform popular with younger Chinese users, will remove its "Recommended for You" algorithm starting April 1 at 0:00. The feature — which surfaced personalized video recommendations and helped shape users’ feeds — is reportedly being taken down, although the company has not issued a detailed public explanation at the time of reporting.

What this could mean for users and creators

If true, the shift will alter discovery dynamics on a platform where algorithmic surfacing has been central to how smaller creators gain traction. Will users see more chronological or topic-driven feeds? Will editorial curation replace machine-personalized pushes? Creators and advertisers could see traffic redistribution, with potential short-term disruption to view counts and monetization patterns while new recommendation and distribution mechanisms are tested.

Wider regulatory and industry context

The move comes against a backdrop of sustained regulatory pressure in China on platform algorithms. Since 2021 regulators including the Cyberspace Administration of China (CAC) have tightened rules around recommendation engines, demanding greater transparency, user controls and limits on manipulative pushes. Industry observers say such regulatory and policy forces — combined with platforms’ own content-governance considerations — are driving many Chinese tech firms to rework algorithmic products. Globally, governments are also debating similar limits on opaque recommendation systems, so Bilibili’s reported decision is part of a broader rethinking of how platforms surface content.