Bilibili Secures Rights to Stream CCTV New Year’s Gala for the First Time in 15 Years

Bilibili, one of China's leading video-sharing platforms, has announced its acquisition of the rights to live stream the CCTV New Year's Gala, marking a significant milestone in its 15-year history. This annual event, also known as the Spring Festival Gala, is China's most-watched television program and a cultural staple.

Under an agreement with China Media Group, the producer of the gala, Bilibili will offer specially designed interactive features tailored to enhance viewer engagement. The platform will also launch a dedicated account for the event, according to a company representative.

The 2025 Spring Festival Gala is scheduled to air on January 29, Chinese New Year's Eve. Last year's gala attracted a staggering 14.2 billion views across all media platforms as of 2 a.m. on February 10, representing a 29% year-on-year increase. Notably, 51.6% of the audience fell within the 15-44 age demographic.

In previous years, platforms such as Tencent Video, Youku Video, Douyin, Kuaishou, and WeChat Video Channel held streaming rights for the gala. This year, Bilibili is positioning itself as a fresh alternative, with a slogan that reads, “Watch the New Year's Gala with 300 million young people.” The platform primarily appeals to Generation Z viewers—those born between the late 1990s and early 2000s—and has a smaller user base compared to giants like Douyin and Kuaishou, which boast over 700 million monthly active users.

Despite its ambitious goal of reaching 400 million monthly active users (MAUs) by the end of 2023, Bilibili's growth has slowed, with its MAU count hovering below 350 million for the past two years. According to its third-quarter trading report, the platform recorded an average of 348 million MAUs in the first three quarters of 2024, a modest 2% increase from 341 million in the same period the previous year.

By securing the rights to the CCTV New Year's Gala, Bilibili aims to solidify its position in China's competitive streaming market and attract a broader audience during one of the country's most celebrated occasions.