Bilibili UP 主首次参与春晚共创

On February 10th, China Media Group's "2026 Spring Festival Gala" and the gala's exclusive bullet-screen video platform, Bilibili, jointly announced that this year's Spring Festival Gala will, for the first time, involve content creators (UP 主). During the planning process, the gala's director team solicited opinions extensively, and Bilibili UP 主 actively participated in discussions. Additionally, UP 主 were also involved in the creation and filming of a documentary about the gala, which will be exclusively broadcast on Bilibili after the event.

The UP 主 participating in this year's gala have an average age of no more than 30. They are representative creators from various fields such as knowledge popularization, lifestyle entertainment, and youth culture, and are also frequent guests on Bilibili's annual list of top 100 UP 主。

Committee member Bao Ran from the Radio, Television, and Online Audiovisual Professional Committee stated: As representatives of high-quality creators, Bilibili UP 主 generally possess characteristics such as youth, high education levels, and deep, sustained engagement in their fields of interest. They come from the younger generation and understand them best. This is precisely what the CMG Spring Festival Gala values in this collaboration. It is believed that with the participation of Bilibili UP 主， the gala will be able to incorporate more youth-oriented content, becoming a "shared memory" for successive generations of young people.

In recent years, the Spring Festival Gala has become increasingly popular among young people. Data shows that during the 2024 gala, users aged 15-44 accounted for 51.59% of viewers. The 2025 gala's live stream on Bilibili attracted over 100 million viewers, with those under 30 years old making up 83%. As young people become the main audience for the gala, it continues to explore content that appeals to them. In 2024, in the segment "We Who Watched Cartoons Have Grown Up," young people sang their favorite cartoon theme songs together on the gala stage. In 2025, the co-created segment "Spring Festival Red Envelope" with Bilibili garnered over 1 billion views across the internet, becoming the second most-watched overseas program of the Snake Year Spring Festival Gala.$BILIBILI-W(09626.HK)