Analysis of the Changing Population of Bilibili Users

Abstract

Bilibili, as a community site for the younger generation, not only covers a wide variety of videos but also gives a platform for friendly interaction between viewers and creators. However, through its business strategy, Bilibili has also changed from a core ACG subculture video website to a pan-ACG website. Using both case study and literature analysis methods, this paper analyses the reasons for the change in users through three components: social cognitive theory, Maslow's hierarchy of needs theory and social identity theory. From these three theories, it can be learned that changes in users can be caused by different reasons, which can be mainly divided into personal and environmental factors. Some very subjective reasons, such as growth, interests, needs, and so on, cause individuals to leave the platform or choose other forms of entertainment. In terms of the site itself, the weakening of the community atmosphere and the extension of the content section may lead to a change in the type of user. It also gives suggestions based on the relevant findings as well as giving the shortcomings of this paper.