Bilibili's AI Push: 'Project H' Targets Video Podcast Boom

Chinese video platform Bilibili is making strategic moves in the video podcast space with plans to launch "Project H," an AI-powered creation tool, according to a report by Tech Xingqiu. This development comes as the company reports explosive growth in video podcast consumption on its platform.

The Video Podcast Opportunity

Video podcasts—audio content presented in video format—have emerged as a key focus area for Bilibili. Internal data reveals staggering growth:

• 2.59 billion minutes of video podcast consumption in Q1 2025
• 270% year-over-year increase in viewing time
• Over 40 million users engaged with the format

The platform has outlined support policies in its "Video Podcast Out-of-the-box Plan Marketing Cooperation Planning" document, aiming to facilitate audio and text creators' transition to video content.

Project H: AI-Powered Content Creation

The forthcoming "Project H" tool promises to revolutionize content creation by:

• Automatically generating visuals from text or audio input
• Supporting multiple template formats (podcasts, general knowledge talks)
• Currently processing thousand-character content in six minutes, with plans to reduce this to three minutes

Early testers have reportedly expressed satisfaction with the tool's performance, particularly its ability to save time on video clip sourcing and editing.

Market Context and Future Projections

iResearch predicts the global Chinese podcast audience will reach 150 million users by 2025. Bilibili's aggressive push into this space includes:

• Traffic support for creators
• Access to free recording studios
• Special incentives during summer 2025 to attract podcast creators

The company views video podcasts as a crucial growth vector, especially for vertical content fields and creator transformation initiatives.

Key Points:

🎙️ AI Efficiency Boost: Project H aims to dramatically reduce production time for video podcasts 📊 Explosive Growth: 2.59B minutes consumed in Q1 2025 (+270% YoY) with 40M+ users 🏙️ Creator Support: Includes traffic incentives and studio access to fuel format adoption