Analysis of Bilibili's Transformation from the Perspective of Communication

Abstract

Bilibili is now a highly aggregated cultural community for China's younger generation and one of the most popular video sites in China, known as "China's YouTube." In its thirteen years of development, Bilibili has undergone many changes, and its IPO marked the beginning of Bilibili's journey from subculture to mass appeal. Today, Bilibili has more and more functions, and its video content has become diversified to cover many circles of interest. This research will use Bilibili as the object of study and analyze the desirability of the transformation methods used by Bilibili using communication theory. This research finds that Bilibili's transformation changes are particularly evident in video content and marketing methods. Based on Bilibili's development ideas and business data, the author identifies two primary purposes for Bilibili's transformation. In addition, social integration theory and use and satisfaction theory can effectively explain some of Bilibili's transformation methods, providing references for Bilibili itself and other companies.