When high school student Shan Wenran signed up to join video and animation-sharing site Bilibili six years ago, she was surprised to find that membership entailed passing a lengthy examination.

Shanghai-based Bilibili, founded in 2009, has become the biggest video, comics, and gaming entertainment platform for China’s fast-growing Generation Z, made up of consumers born between 1990 and 2009.

“This is because we have developed more ways to maintain our community’s environment and enhance our users’ experience.

With such capabilities, we don’t have to rely as much on the exam.” Those included community behavior protocols, user whistleblowing functions, more accurate content recommendations, and a larger inventory of high-quality content.

Plans to overhaul Bilibili’s exam process come as the company sharpens its focus on user growth, helping it develop into a major industry contender behind Chinese video-streaming giants iQiyi, Youku, and Tencent Video, which are backed by internet titans Baidu, Alibaba Group Holding, and Tencent Holdings, respectively.

Baidu’s iQiyi leads this market with about 588 million monthly unique device users, followed by Tencent Video with 549 million and Youku with 398 million, according to iResearch estimates in September.

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