How-to & Go-to Guides of All Things Around China.
In a recent announcement, Bilibili, the popular Chinese video – sharing platform known for its vast array of anime, gaming, and user – generated content, stated that its international version (the white – labeled app) would be gradually removed from major app stores starting from August 5, 2025. This decision has left many overseas users puzzled and concerned. Let’s delve into the reasons behind this move and explore what options are available for international fans of Bilibili.
1. The Reasons Behind Bilibili’s International Version Shutdown
1.1 Resource Optimization and Product Matrix Streamlining
Bilibili officially cited “optimizing the product matrix and avoiding resource dispersion” as the reason for the shutdown. In recent years, Bilibili has been investing heavily in enhancing its main platform. By focusing resources on the main app (the pink – labeled app), Bilibili aims to improve user experience, develop new features, and expand content offerings more efficiently. For example, the company has been working on integrating features that were previously exclusive to the international version into the main app, such as multi – language support and certain content – specific optimizations.
1.2 Cost – Efficiency and Global Strategy Adjustment
Another factor could be related to cost – efficiency. Running a separate international version requires significant resources for server maintenance, content localization, and marketing. With the international version’s iOS update last occurring on April 3, 2025, and no new features added since then, it seems that Bilibili had been gradually winding down its support. There are also rumors that Bilibili’s overseas business has faced challenges, with revenue from overseas operations accounting for less than 3% and consecutive losses over the past three years. By discontinuing the international version, Bilibili can redirect resources to more profitable or growth – oriented areas, like strengthening its domestic market position or exploring new business models.
1.3 Content Adaptation and Regulatory Considerations
Content licensing and regulatory compliance might also play a role. Different regions have diverse regulations regarding content distribution, especially when it comes to media like anime, TV shows, and movies. By unifying the app, Bilibili can more easily manage content across different regions, ensuring that all users, whether domestic or international, have access to a consistent set of content that complies with various regulatory requirements. For instance, in the past, there have been instances where Bilibili had to remove certain foreign – produced TV shows and movies from its platform in China due to copyright or regulatory issues. With a single app, it becomes simpler to handle such situations on a global scale.
2. What Now for Overseas Users?
2.1 Switching to the Main Bilibili App
The good news is that Bilibili has been working on making its main app more accessible to overseas users. The pink – labeled main app now supports all the functions that were available in the international version. It offers multi – language support, including English, Japanese, and Thai, among others, to cater to a global audience. Overseas users can log in with their existing international – version accounts, and their membership rights and viewing history will be synchronized. For example, features like personalized video recommendations, the ability to follow favorite content creators, and the iconic bullet – screen comments are all intact in the main app.
2.2 New Features in the Main App for Overseas Expansion
To further attract overseas users, Bilibili has rolled out new features in the main app. One of the most notable is the “AI 原声翻译” (AI original voice translation) function. This feature is a game – changer for overseas users as it can automatically translate Chinese – language content, including subtitles and even the voices of UP (content creators), into English. It not only replaces Chinese subtitles with English ones but also mimics the original UP’s voice timbre and intonation, providing a more immersive viewing experience. Additionally, the app has been optimized for different regions, with improved video loading speeds and better adaptation to local network conditions.
2.3 Community and User – Generated Content Continuity
The Bilibili community, which is a major draw for users, remains vibrant for overseas fans. Despite the app change, overseas users can still actively participate in the community. They can comment on videos, interact with other users from around the world, and even create and upload their own content if they wish. The platform’s culture of creativity and collaboration is not affected by the international – version shutdown. For example, the platform still hosts various content creation challenges and events that overseas users can take part in, allowing them to showcase their talents and connect with like – minded individuals.
Conclusion
While the shutdown of Bilibili’s international version might seem like a setback for overseas users at first glance, the company’s efforts to make the main app more inclusive and feature – rich for a global audience offer new opportunities. By understanding the reasons behind the shutdown and embracing the changes in the main app, overseas users can continue to enjoy the vast and unique content that Bilibili has to offer. Whether it’s diving into the latest anime releases, watching engaging gaming content, or participating in the lively community, Bilibili’s main platform is now equipped to serve international fans just as well, if not better, than the previous international version.
