Analysis of the Transformation of Bilibili Video Content from the Perspective of Communication

Abstract

In today's extremely developed Internet, Bilibili has changed from a niche website to a mainstream media. This paper takes the content transformation in the transformation process of Bilibili as the main research object. It analyzes the content partition change, user growth and "broken circle" publicity according to the content partition data, form change and user portrait in its transformation and development. The results show that the content of Bilibili has gradually become mainstream and ubiquitous. Among them, Generation Z users still occupy a high proportion of users, and Bilibili also makes good use of this user’s feature. The New Year party, live broadcast business and homemade programs have achieved remarkable results. At the same time, during the transformation of Bilibili, problems such as high-profit pressure, reduced user stickiness, and difficulty in supervising the infringement of secondary creative content also emerged. Taking Bilibili as the research object, the research on its transformation from a single-style video website to a social media has reference significance for other domestic video websites.