Bilibili, the Chinese video platform often likened to YouTube, is stepping up efforts to attract Western creators and viewers, according to a report from Semafor. The company has relaunched its international app on Android, with an iOS version reportedly on the way, and is actively courting YouTubers to post content on its service as part of a deliberate push beyond its home market.

Key among the changes is the scrapping of mandatory identity verification, which previously required overseas users to submit a passport or similar document even when posting to the main Chinese site; going forward, the app will blend global and Chinese content together. Bilibili is also hiring in Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo, and plans an English-language website to ease uploading for creators. The move raises the prospect of similar scrutiny to that faced by TikTok, which was forced to sell its US operations over national security concerns, while any success in luring creators would add further pressure on YouTube, which is already contending with growing competition from Netflix.