Bilibili recently unveiled its viewership numbers for the platform’s vertical videos, known as story mode. According to the company’s recently held AD TALK meeting, average daily view counts for this type of content grew by 400% year-on-year during the second and third quarters of 2022.
Prior to the introduction of story mode, Bilibili limited its video playback mode to just horizontal videos. However, with the increased popularity of short-form content on apps like Douyin and Kuaishou, Bilibili began to offer vertical videos and video commercialization.
As it turns out, this ended up being a good decision. Bilibili’s vice president, Liu Zhi, said the company saw advertising efficiency improve across various features. Moreover, the interaction rate of vertical video advertisements was five times higher than that of horizontal video ads.
Despite this monumental growth, Bilibili has actually been struggling altogether. In fact, the company reportedly laid off 30% of its staff across its gaming and streaming units in late December.
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