The first pay-per-view video from an independent uploader appeared on popular Chinese streaming platform Bilibili on Monday, marking a new step by the firm in its pursuit of paid content strategies, following lessons and movies.
As of now, the “Top 10 Unsolved Mysteries of the World” video series, uploaded by “Goushou Laodaye Duncan,” has become the first paid video collection on Bilibili. This particular uploader has 1.187 million followers, and his most famous works have received 1.7 million and 1.5 million plays.
It costs 30 yuan ($4.48) to purchase the video in the Bilibili app. A total of 10 episodes in the series will be updated in order once or twice per month, and the uploader said that it will be updated this year. The paid program is not related to whether the user is a paid member of Bilibili. At present, it is only available for viewing on mobile phones.
On June 9, Bilibili released its financial report for the first quarter of 2022, showing that the firm’s revenue in the period reached 5.054 billion yuan, a year-on-year increase of 30%; net losses reached 2.282 billion yuan, an increase of over 150% year-on-year; finally, adjusted net losses reached 1.65 billion yuan, an increase of over 85% year-on-year.
The silver lining is that the platform’s user base continues to grow. In the first quarter, average monthly active users (MAUs) grew 31% year-on-year to 294 million, while the average MAUs on mobile devices grew 33% year-on-year to 276 million.
Chen Rui, Chairman and CEO of Bilibili, has previously suggested that the MAUs of Bilibili could reach 400 million before 2023. According to its current growth rate, Bilibili is getting closer to this goal. However, how to ensure quality growth, such as putting out high-quality content to enhance stickiness and increase willingness to pay, is where Bilibili needs to make continuous efforts.