Introduction

On January 3, Bilibili unveiled its much-anticipated UP100 list, spotlighting the top 100 creators for 2024. This marks the seventh year in a row for this annual selection, which kicked off in 2018. The platform continues to evaluate creators based on three critical criteria: professionalism, influence, and innovation.

Community Reactions

The release of this year’s list ignited lively debate among users, with a Hupu poll ranking the "top 10 least deserving UP100 creators," reigniting past controversies and showcasing the platform’s polarized community. This divergence in opinions highlights the vast array of tastes and values among Bilibili users.

Commercial Impact

From a commercial standpoint, the UP100 carries significant prestige despite lacking direct monetary rewards. The evaluations utilize qualitative metrics to create a "weather vane" that signals the creators the platform most favors, enticing potential advertisers to engage with its content ecosystem.

Analysis by Duan Xiaocao

Duan Xiaocao, a Python and AI expert, analyzed the findings on this year's list for 36Kr. Since the UP100's inception, only 390 unique creators have remained active out of an original 700, a slight increase from last year's count of 357. Alarmingly, just 33 of this year's honorees are first-time winners, the lowest on record, indicating a stagnation in new talent recognition in the spotlight.

Category Trends

In terms of categories, gaming, knowledge, and lifestyle ruled the rankings. After a five-year decline, gaming made a triumphant comeback, thanks in part to a slew of blockbuster game launches. The knowledge category saw a slight dip yet retained its second position, while niche genres, including kichiku and music, plummeted from 25 creators in 2018 to a mere nine this year. Lifestyle and food creators also hit a low, dropping from a peak of 33 to 17.

Cultural Impact of Gaming

The resurgence of gaming content is particularly fascinating and aligns closely with the cultural impact of new blockbuster titles, potentially capturing a cultural zeitgeist. For example, Zhineng Luzhang, once known for his educational content, was classified under gaming this year due to his fervor for the anticipated game, Black Myth: Wukong.

Financial Insights

In Q3 2024, gaming and advertising represented 25% and 29% of Bilibili's income, respectively. With 23 gaming creators making it to this year’s UP100, Bilibili is signaling a robust revitalization effort in the gaming sector, a move that could set the stage for growth in 2025.

Creator Trends

Interestingly, the average video length among UP100 honorees was 18 minutes, with a median of 13 minutes, revealing a preference for mid-length content. Notably, none specialized in videos shorter than one minute, as the majority leaned towards creations brimming in the 10 to 30-minute range. While short vertical videos are popular on the platform, the traditional longer format still reigns supreme.

Engagement Metrics

Creator engagement data shows that the average fan count was a striking 4.29 million, with a median of 2.77 million. Half of the creators boasted between 100,000 and 300,000 followers, while a notable seven surpassed the 10 million mark. What’s surprising is that four creators had fewer than 1 million followers, emphasizing the diverse base of talent on the platform. Additionally, 10 creators have been active for over a decade, contrasting sharply with the nine who joined after 2022, including three who debuted just last year.

Conclusion

The UP100 selection process reinforces Bilibili's priorities, favoring creators who align with its commercial goals. An analysis of the Q3 financial report reveals that the platform's leading advertising revenue drivers include gaming, e-commerce, consumer electronics, online services, and automotive industries. These strongholds are prominently featured in the UP100, solidifying its role as both a measure of creator success and an insight into Bilibili’s strategic ambitions.

While the UP100 may not cater to every user’s preferences, it undoubtedly serves as a telling barometer of Bilibili's commercial priorities and highlights those creators who resonate with the platform’s current direction. Will gaming maintain its lead as the platform evolves? Stay tuned to find out!