Business Models and Risks in Medium-Length Video Content: Case Study of Bilibili

Abstract

As a famous Chinese Internet video pop-up sharing website, Bilibili is gradually gaining popularity among contemporary young people because of its secondary culture, which young people love. Taking off the secondary yuan's outer layer, Bilibili, as a successful commercial website, its business model is worth analyzing and studying. Bilibili, because of its favorable network environment, has formed a fertile soil suitable for the healthy growth and prosperous development of secondary culture and its industry. With many registered members and a young user base, Bilibili has performed particularly well in many secondary development industries and attracted many investors' attention. This paper uses the literature research method to summarize the relevant literature. Bilibili, a representative of online video platforms, was chosen as a case study object and analyzed by combining the comparative analysis method. This paper takes Bilibili's business model innovation as an entry point to discover the characteristics and shortcomings of Bilibili's unique business model. Finally, it suggests medium- and long-run video platforms similar to Bilibili's and advises on their risks.