A Chinese online video sharing and entertainment platform is teaming up with leading content producers in the West to boost its reach among China’s growing audience of Generation Z viewers. Bilibili, which is better known for its animated and comic content and mobile games, has recently collaborated with National Geographic on a wildlife series called Hidden Kingdoms of China, and Discovery for The First Man Out of China , a reality TV show that pits an Afghan war veteran against a group of Chinese sportsmen in survival games. Also in the pipeline is a Netflix documentary called Hope Frozen , which revolves around a Thai-Buddhist couple grieving over the loss of their two-year-old daughter to cancer. The show, expected to be released next year, follows the family’s struggle to find closure after deciding to cryopreserve her in the hope that science might revive their beloved child in the future. Other overseas partners include the BBC and, in Asia, the Japanese public broadcaster NHK. Bilibili’s boost in educational content such as documentaries signals its ambition to target China’s fast-growing Gen Z market segment, which is made up of consumers born between 1990 and 2009. Leo Zhang, general manager of intellectual property cooperation at Bilibili , says the platform is diversifying its content in response to the evolving tastes of its young viewers. “Entertainment-oriented content, anime, and video games have always been, and still are, our key content categories. However, we have noticed that [the Chinese] Generation Z’s interest in overseas content is diversifying. Documentaries and reality shows are becoming increasingly popular,” he says. Hidden Kingdoms of China launched in November and has already proved to be a success. Shown exclusively on Bilibili, the five-part programme tracks Chinese animals in their natural habitats. The first episode Empire of Giants has, to date, been viewed more than 4 million times, according to Bilibili. It charts the young life of a panda cub, from its birth to leaving its mother two years later. There are plenty of close-ups of the cub’s antics in Wolong National Nature Reserve in Sichuan province. Other episodes feature Tibetan foxes in Qinghai province, golden snub-nosed monkeys in Hubei province, snow leopards in Tibet and elephants in Yunnan. Another highlight from Bilibili’s latest programme line-up is The First Man Out of China , which is expected to air next February. It is a sequel to First Man Out , a reality TV series on Discovery Channel that features English survivalist and Afghan war veteran Ed Stafford competing in endurance races in extreme environments in the Asia-Pacific region. “The First Man Out has been viewed over 30 million times. [For the China edition], we invited Stafford to China [to explore] the country’s vast open spaces including jungles, deserts, snowy mountains and deserted islands,” says a Bilibili spokeswoman, adding viewers in China are eager to see Chinese survival experts competing with Stafford – the first person to walk the length of the Amazon River. The new strategy adopted by the Shanghai-based video platform – which launched in 2009 with a focus on building a community of anime-video-sharing users – follows moves by Chinese streaming giants iQiyi , Youku and Tencent Video to spend heavily on licensing videos from major film studios and other commercial content providers.