
Bilibili, China’s biggest anime site, covers the screen in user comments
China’s biggest anime streaming site, famous for “bullet comments” -- floating viewer comments which directly on top of a video. Targets gamers as well as fans of anime and comics.
Bilibili is China’s biggest anime streaming site, as well as one of the country’s biggest video-sharing sites. The Shanghai-based company markets itself as the online home for fans of ACG: Anime, comics and gaming.
But what sets Bilibili apart from other video sites is its signature style of viewer comments, called bullet comments.

Bullet comments can either be in real-time, or comments left by previous viewers pegged to specific moments of a video. In short, it’s like Twitch’s chat but superimposed directly upon the footage itself.
Similar to Twitch, people go to Bilibili for the community as much as the videos themselves. It gives Bilibili an edge because users say they feel like they’re watching their favorite shows with friends.
(Yes, bullet comments can seem pretty distracting… or maybe even borderline unhinged at times. But you do have the option to disable them.)

For more insights into China tech, sign up for our tech newsletters, subscribe to our Inside China Tech podcast, and download the comprehensive 2019 China Internet Report. Also roam China Tech City, an award-winning interactive digital map at our sister site Abacus.
