Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-posted by YouTubers on Bilibili

Among YouTube content creators from the Western culture, it is becoming more and more present to upload their YouTube content on the Chinese video-sharing platform Bilibili. YouTubers may adjust their video content and uploading strategies when cross-posting to Bilibili. However, research on the cross-posting behavior of YouTube creators between YouTube and Bilibili by YouTube creators is lacking but will give insights into platform-specific practices. In this work-in-progress paper a qualitative content analysis is performed, to compare video content cross-posted from YouTube to Bilibili by the same creators, their uploading behaviors and the utilization of user interface features associated with the videos. Results show adjustments of video content, especially regarding textual elements and outro design. All in all, adjustments to content and platform-exclusive content uploaded are targeted at Chinese viewers, who represent a potentially large audience group on Bilibili with a different cultural background, extending their audience base. The present research is an initial step to form a contribution to the literature that seeks to understand the role of culture and platform affordances played in multi-platform content distribution, specifically in the Chinese-Western context.