On January 13, Bilibili Inc. (B站), in collaboration with China Central Television Market Research (CTR), officially released the annual "BILIBILI 2026 Young Consumer Trends Report". The report introduces the core concept of "Intellectual Boiling," providing insights into the evolving mindset and behavioral logic of young consumers. Today's youth, armed with clear awareness and abundant emotion, are casting votes through their spending for values they identify with, constructing a new consumer landscape centered around "Cyber Synergy," "Rebellious Co-creation," and "Self-Settlement." Bilibili is not just a video platform but a "breeding ground" for young people's consumer mindsets; the youth are defining the future, and Bilibili is their main stage. Here, interests are not isolated islands but surging currents of thought. The report indicates that Bilibili has become a habitat for young people to make consumption decisions and establish value identification, with a large number of highly active, strongly engaged young users gathered on the platform. Behind the 376 million monthly active users and 112 minutes of daily average usage time is the fact that young people regard Bilibili as a trusted space for "obtaining solutions, finding like-minded souls, and settling genuine emotions." Analysis of Bilibili's popular content in 2025 reveals three common deep-seated needs: the instrumental rationality of acquiring solutions, the value identification of seeking resonance, and the spiritual settling of managing emotions. These needs are key elements for brands to understand the young psyche and build consumption consensus.

The report decodes the "Intellectually Boiling" generation through eight key trends in consumption沸点. Contemporary young people's spending flows in three main directions: paying for "hardcore experiences" that enhance life efficiency (e.g., flagship digital products, smart home devices); paying for "interest-based communities" that provide identity (e.g., IP collaborations, crowdfunded derivatives); and paying for "precise healing" that addresses internal states (e.g., health management, emotional replenishment). This signifies an important shift in young people's consumption motivation from external "pleasing others" to internal "pleasing oneself." Based on these three directions, the report extracts eight "沸点" (boiling points), comprehensively presenting the content hotspots and consumption trends that contemporary youth care about, providing brands with a detailed "illustrated guide" for finding common ground with young people and co-creating new consumer mindsets.

Theme One: How to Coexist with Technology – Cyber Synergy. Boiling Point 1: AI Life "Partner". AI has transformed from a technical symbol into a life infrastructure, with Bilibili becoming a core arena for young people's AI awareness, attracting 140 million monthly users to browse related content, with average viewing time per person doubling. AI content has become a highly engaging information category with practical value. AI has also become a "partner" permeating all aspects of young people's lives; they are pursuing "unconscious intelligence," expecting AI and smart products that systematically enhance their quality of life. Boiling Point 2: Spending on the "Virtual," Investing in the "Avatar". Virtual content is not just entertainment but a core field for young people's cultural creation, emotional expression, and social interaction. The constant emergence of "hot memes," "secondary creations," and "iconic scenes" is proof of the community's high activity and strong cohesion. Virtual consumption has also become young people's "proof of identity": constructing a "second life" in the virtual world and supporting beloved characters and cultural circles through spending.

Theme Two: How to Interact with Society – Rebellious Co-creation. Boiling Point 3: Mining the "Wild Zone," Rewriting the "Manual". Young people are keen on discovering products' "non-manual uses," achieving efficiency gains and emotional release through creative rebellion, enjoying a sense of control over life. Bilibili data shows that content related to "DIY/hands-on creation" saw playback and interaction volumes surge several times in 2025, indicating users are no longer satisfied with passive consumption but are deeply involved in a complete cycle of watching, imitating, and re-creating. Young people enjoy exploring products' "creative uses," with nearly half of users reporting increased purchase intention after seeing such content, specifically because of the product's high "playability." Boiling Point 4: Rejecting "Corporate Flavor," Embracing "Human Authenticity". Sincere, equal, and "authentically human" communication from brands has become key to influencing purchase decisions. Young people dislike preachiness and favor brands that can "play" with users and speak in "human terms." 93% of advertisers also agree that future marketing needs to be more "personified," communicating with users as friends, while avoiding the educational tone that is a "major taboo for youth." Boiling Point 5: Awakened Heritage: Deep Affectionate Identification, and Equal Resonance. Young people are reshaping cultural confidence with a "level gaze," transforming grand sentiments into participatory, enjoyable consumption practices through deconstruction, recreation, and daily integration, making domestic brands and "Guochao" (national trend) a preferred choice.

Theme Three: How to Dialogue with the Self – Self-Settlement. Boiling Point 6: Recharging as a "Low-Key Person," Conserving Emotional Energy. In a fast-paced society, young people practice "energy conservationism," willing to pay for products and services that directly soothe emotions and save decision-making energy and physical effort. Boiling Point 7: "Re-raising Oneself". Consumption becomes a project of self-value reconstruction. Young people use consumption to compensate for emotional gaps and invest in future self-construction, such as interest cultivation and skill enhancement. Boiling Point 8: Partial Refinement, Creating a Flow Comfort Zone. Young people precisely invest resources into fully controllable micro-spaces like bedrooms, desks, and car interiors, regaining a sense of life control and emotional energy by creating highly experiential "personal domains." Data shows that content related to "partial space makeovers" achieved 434% growth, with diversification in consumer categories, whether for home, car, or study, all becoming focal points for transformation.

Brand Playbook: A Four-Step Guide to Build a Virtuous Cycle from Mindset Penetration to Growth Synergy. Facing the challenge of communicating with young people, this report outlines four progressive marketing scenarios for brands, constructing a complete "mindset operation" system. Step One: Integrate into Communities, Win Identity Recognition. Set aside corporate airs; by deeply understanding and participating in community culture, topics, and "insider lingo," transition from an "external brand" to an "insider" accepted by the community, completing the crucial leap in brand rejuvenation. Step Two: Bind Emotions, Precipitate Brand Mindset. Proactively integrate into or co-create Bilibili's unique cultural rituals and emotional nodes (e.g., New Year's Eve Event, graduation season), deeply embedding the brand into user memories, transforming short-term exposure into long-lasting "mindset equity." Step Three: Translate Expertise, Build Product Trust. At key moments like new product launches, leverage the content creativity of UP owners to "translate" complex technical parameters into perceptible life scenarios and emotional benefits, establishing professional trust and preference. Step Four: Ignite Motivation, Achieve Brand-Effect Synergy. Identify users' immediate interests and needs generated during content consumption, and through contextualized content and convenient pathways, track demand at these "high-motivation moments," completing the closed loop from deep engagement to efficient conversion.

Conclusion: Co-building with Sincerity to Win a Long-Term Future. The report concludes by emphasizing that winning the hearts of young people on Bilibili is not about buying traffic, but about co-building relationships based on sincerity and respect. Brands need to invest with a long-term perspective of "content as equity," treating every communication as a "triple-action" (like, coin, favorite) deposit into the brand's trust account, in order to transcend market cycles and become a symbol remembered and trusted by the new generation of youth.