On Monday, Chinese video-sharing platform Bilibili announced that it will give more incentives to less profitable content creators. In an official statement, it specified that the campaign applies to individuals earning less than RMB 5,000 from Bilibili over a six-month period. However, the announcement that cash incentives will now be capped at a monthly income of RMB 2,000 ($277.80) regardless of the number of views has led to a backlash from some creators, with one Bilibili user who boasts 60,000 followers commenting in a post that the program would “only push out those video creators who refrain from promoting commercial ads and instead upload videos out of passion.” The platform claimed the updated incentive plan has been put together in the hope that “more ordinary people with ideas and talent will be able to embark on a creative path.” The GenZ-favored platform is rushing to achieve its commitment to profitability in the third quarter of this year, as it still recorded a net loss of RMB 4.8 billion in 2023. [Bilibili, in Chinese]

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