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The Chinese Internet has reached the era of content oversupply.

Take video content as an example. According to the "China Internet Audio-Visual Development Research Report (2025)", there were already 1.62 billion short - video accounts in the country a year and a half ago, producing 130 million pieces of content daily - far more than one can watch.

At the same time, this is also an era when high - quality content is extremely rare.

When you open a short - video app and scroll through the content, you often come across "fluff entertainment" (i.e., light, intellectually undemanding content). Mindless entertainment dominates. True, valuable content that deserves time and attention is rare and is often buried by the flood of poorly produced content.

This results in a paradox:

The more saturated and oversupplied the Internet content is, the stronger the "thirst" of users for high - quality content becomes, and the demand keeps growing. When users come across really good content, they hope it will be updated as long and as quickly as possible.

For content creators, this structural imbalance between supply and demand brings new opportunities - good content has a stronger appeal and is more preferred by users.

The video series "Century Storm" by the well - known Bilibili content creator "Xiaojohn Khan" perfectly proves this.

Since this year, the number of content related to the conflicts between the US and Iran or telling Iranian history has increased rapidly on various platforms due to the war. However, the "Century Storm" series is in a league of its own. It offers solid information, a sharp perspective, and excellent production, which has convinced numerous viewers and sets it apart from other similar content.

As paid long - form videos, each episode of the "Century Storm" series can attract hundreds of thousands or even millions of viewers. So far, 12 episodes have been released, and the total views have exceeded 20 million.

It can be said that this is also an era when good content is well - rewarded.

In the era of short videos, the ability to generate traffic was more important for content creators than creativity. It was often more effective to focus on advertising than on content creation. However, with the oversupply of short videos and the lack of high - quality content, creative ability has become the most important factor for the success of works and authors again. A new golden age for content creators has begun.

1

To benefit from this golden age, content creators must first answer the question: What are "good content"?

One of the consensus points is that good content must not be too short. A period of one or two minutes or even just a few seconds can hardly contain enough knowledge, logic, and emotions.

Content creators are already consciously focusing on longer content. All major video platforms offer the option to upload long - form videos. On Bilibili, the number of long - form video submissions from content creators with over 10,000 followers has increased by 54% compared to the previous year.

This also meets the needs of users. Chen Rui, the CEO of Bilibili, announced at the 17 - year anniversary celebration that the viewing time of videos over 5 minutes already accounts for 65% of the total viewing time.

Long - form videos are the basic form of good content; a distinct personal style is the core of good content.

There is nothing new under the sun - this proverb also applies to content creation. Thousands of content creators have established themselves in every niche market. Regarding the content itself, neither new nor old creators can completely deviate from the common practice.

Therefore, personal style is the key to making ordinary content extraordinary.

For example, middle - school physics - this topic has been thoroughly covered by countless content creators, and it seems hardly possible to come up with something new. However, the content creator "Qingjie Youmei Youwuli" has taken a new path and gained fame with "Genshin Physics" and "Yingmei Exam Questions" (questions from Genshin Impact in the context of physics) and established himself as the only true master of physics in the world of Teyvat.

In just a little over a year, "Qingjie Youmei Youwuli" has gained nearly 2 million followers and made it onto the list of the top 100 content creators on Bilibili in 2025.

A distinct personal style not only helps content creators stand out from the homogeneity and gain a large number of loyal followers but also enables them to have a longer career as content creators.

The loss of creativity and talent is the nightmare of every content creator. That's why on most content platforms, content creators who have been continuously producing content for over ten years are very rare.

Content creators who can withstand the test of time and still remain in the spotlight put their personal style before the specific content.

When you think of "Wang Laoju", you don't necessarily think of the eccentric game guides for independent games, but rather of his "grimaces" and the exciting video covers.

Other well - known content creators from the same era as "Laofanqie", "Lks", "Xiaochao Yuanzhang", "Zimin", "Xiaoyao Sanren", "Fanshi", etc. have taken similar paths. They have been producing content for over ten years and still maintain a high production rate. Their followers remain loyal, and the number of simultaneous viewers for new works is in the range of hundreds of thousands or even millions.

What doesn't last is the form; what lasts is the essence - both content creators and followers believe in this principle.

According to statistics, there are 1.67 million content creators on Bilibili who have been continuously producing content for over five years. At the same time, there are 8.13 million followers who have been following a content creator for over ten years and still interact with him.

The ability to produce with a distinct personal style has become the core competence of content creators. With the decline of excessive video traffic, the ability to form and express a strong personal style will determine how far and how high content creators can go.

2

A counter - intuitive phenomenon is that good content is not afraid of being niche. Even if it is very specific and niche, users appreciate it and are willing to reward content creators.

Take music reviews as an example.

It is well - known that people have less and less patience when listening to music - the average length of new songs has shrunk from four or five minutes to about three minutes. So, will anyone watch music reviews, which often last for several tens of minutes?

The answer is yes. The content creator "HOPICO" started creating music review videos six years ago, and now he has nearly 2.6 million followers and a total view count of over 250 million. One episode in which he analyzes Jay Chou's album "Fantasy" has reached over 7 million views.

Music still belongs to the mass entertainment field. Even such exotic topics as European medieval history can find their target audience.

Since 2021, the content creator "Lugdunum's Augustine" has released a series of videos on European medieval history, in which he talks about figures like Joan of Arc, Richard the Lionheart, Charlemagne, etc., or about political and religious events in the church. Over the years, this "useless" content has earned him over 1.2 million followers.

Once followers are convinced, they want more good content.

According to Bilibili statistics, the phrase "Waiting for new content" was sent 1 million times in bullet comments and regular comments last year, and it has even created a new term "Xiejia Cui". For content creators who update slowly, the phrase "Return of the missing person" often floods the new videos.

Users not only actively follow new content but also watch old videos repeatedly when inspired by new video recommendations: Two million people have watched all 10 latest episodes of a content creator.

On the other hand, users are willing to spend real money to support content creators.

On Bilibili, users can "charge" content creators (i.e., pay a small or large amount to access exclusive videos). Last year, charging was the fastest - growing business on Bilibili. The income of content creators from charging has increased by 71.1%; the number of users who have charged content creators has reached 10.63 million.

Content creators can only continue to produce high - quality content if they earn income. Users will only continue to support content creators and generate charging income if they see high - quality content. This also lays the foundation for further commercial opportunities.

This positive cycle shows that the community is the best soil for high - quality content.

Content creators who are rooted in the community are often not trapped by the so - called "channel - founding" logic. When they first start, thanks to high - quality content, they can be seen by a small group of targeted users and receive positive or negative feedback. This feedback from users helps content creators continuously improve their content and build trust and wealth - creating ability.

Once content creators are established, the community also offers opportunities for content distribution and commercial monetization. Loyal followers bring direct income, and the possibilities for brand partnerships, product placements, and other commercial activities are directly related to the number of followers.

This also explains why Bilibili content creators pay special attention to the opinions and wishes of their followers. In contrast to other platforms that prioritize traffic, Bilibili content creators put users first. Whether they can convince users with good works determines the sustainability of their work and their commercial value.

3

Content creators who are able to continuously produce good content will become the most popular group in the industry. This indicates another epoch - making change in video production.

Every few years, the structure of video production changes. The last epoch - making change was that short videos, with their extreme efficiency and algorithm - based recommendation, replaced the cumbersome professional long - form videos and became the main form of videos.

Accordingly, many content creators have focused on the short - video industry. Besides top - notch artists, there are also many "channel founders" who try to make money quickly in the traffic wave.

The content ecosystem is very heterogeneous, which has led to the fact that short videos have long been faced with homogeneity and low quality. Especially after the rise of AI, there are almost no barriers left for short - video creation, which further exacerbates the content oversupply and angers viewers even more.

What goes to extremes will reverse. When traffic rules become increasingly ineffective and users demand more and more high - quality content, the innovation of the video production paradigm is inevitable.

The theme of this epoch - making change is the "return to quality".

Content creators do not go back to the era of labor - intensive manual video production but use various new technologies, including AI, to create individual, good content. Compared with short - lived short videos, these contents are more valuable to remain in a healthier and more sustainable content ecosystem.

In addition, content creators are no longer driven by algorithm efficiency but listen to the voices of their followers and draw inspiration from the interaction in the community. This is the method that is most likely to produce good content.

On the other hand, users also devote more time and attention to high - quality content.

No matter how the form changes, good content is always more valuable for users to invest time and trust. The fragmented and short - lived content consumption