Gaming content creators reclaim the spotlight in Bilibili’s 2024 UP100 list.

On January 3, Bilibili unveiled its latest UP100 list, recognizing the platform’s top 100 creators for 2024. This marks the seventh consecutive year of the annual selection process, which began in 2018. As in the previous two years, Bilibili evaluated creators based on three key criteria: professionalism, influence, and innovation.

The announcement stirred mixed reactions among users. Discussions surfaced around the perceived merit of some creators, with a Hupu poll ranking the “top 10 least deserving UP100 creators,” revisiting past controversies. This reflects a divide within Bilibili’s user base, highlighting the diverse tastes and values of its audience.

From a commercial perspective, the UP100 offers prestige but no monetary reward. Evaluated using qualitative metrics, the list acts as a “weather vane,” showcasing creators the platform most endorses and presenting an image appealing to advertisers.

Duan Xiaocao, a Python and artificial intelligence expert on Zhihu, analyzed the list and authorized 36Kr to publish his findings. Among 700 creators featured since the list’s inception, only 390 unique creators remain after accounting for duplicates, up slightly from 357 last year. Notably, only 33 of the latest honorees were first-time winners, the lowest figure to date, underscoring a slowdown in new talent recognition. Most winners were repeat honorees.

By category, gaming, knowledge, and lifestyle dominated the rankings. Gaming regained its top spot after a five-year decline, buoyed by the release of several major titles. The knowledge category saw a slight dip but retained the second position. Meanwhile, genres like kichiku and music dwindled significantly, dropping from 25 creators in 2018 to just nine this year. Similarly, lifestyle and food content creators peaked at 33 but fell to 17 this year. Duan categorized creators based on the sections they posted in most frequently, a method that remains largely applicable despite the diversity of some creators’ content.

The resurgence of gaming on Bilibili aligns with the emergence of blockbuster titles, encapsulating a potential “cultural zeitgeist.” Previously, the presence of gaming creators in the UP100 had declined for five consecutive years, paralleling a period of limited high-quality game releases. This year, even Zhineng Luzhang, known for his knowledge-focused content on Lu Xun, was classified under gaming due to his enthusiasm for Black Myth: Wukong.

In Q3 2024, gaming and advertising accounted for 25% and 29% of Bilibili’s revenue, respectively. With 23 gaming creators on the latest UP100 list, the platform signals its intent to revive the genre and bolster growth in 2025.

Content length also played a role in the list’s makeup. The average video length among UP100 creators was 18 minutes, with a median of 13 minutes. None specialized in videos under one minute, and only six posted content shorter than three minutes. The majority favored videos lasting 10–30 minutes. While short vertical videos have gained popularity on Bilibili, they have yet to achieve the recognition mid-length and long-form videos enjoy, reflecting the platform’s traditional focus.

The average fan count among creators was 4.29 million, with a median of 2.77 million. Half the creators had between 100,000 and 300,000 followers, while seven surpassed 10 million. Interestingly, four creators had fewer than 1 million followers. In terms of longevity, 10 creators have been active for over a decade, while nine joined the platform after 2022, with three starting just last year.

Bilibili’s UP100 selection process reflects its priorities, favoring creators who align with its commercial strategy and appeal. Analyzing its Q3 financial report, the platform’s top advertising revenue drivers were gaming, e-commerce, consumer electronics, online services, and automotive. These sectors are well-represented in the list, reinforcing its dual role as a barometer of creator success and a reflection of Bilibili’s business aspirations.

While the UP100 may not fully reflect the preferences of users, it serves as a barometer for commercial priorities, highlighting the creators who align with the platform’s current strategy and aspirations.

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