Chinese video websites emerged as early as 2005, when video-sharing websites such as the US-based YouTube were launched and sophisticated P2P streaming software became globally available. There were several hundred private Chinese video websites in their heyday, and most operated without authorisation. By 2012, the number of major private video websites had been drastically reduced to little more than ten, all of which had become large-scale businesses. This study argues that the development of Chinese video websites is a story of struggle and self-invention of identity. These websites have undergone a process of oscillation and transformation between piracy and copyright adherence that has involved grassroots Chinese subtitle groups, state intervention and market competition. There are various levels of competition and collaboration inside private video websites, between private and state-owned video websites and between subtitle groups and video websites. In addition, this study also emphasises fan affection and labour invested by some subtitle groups which ambivalently integrates with and yet transgresses the market strategy of video websites.