A bullet comment processing method and apparatus, a server, and a storage medium are provided. When a bullet comment needs to be released, at least one candidate track matching a to-be-released bullet comment format is identified; then, a display duration of an existing bullet comment content in each candidate track is determined as a first duration corresponding to the each candidate track, and a display duration of a to-be-released bullet comment content when being placed in the each candidate track is determined as a second duration corresponding to the each candidate track; the second duration and the first duration of the each candidate track are compared, and a target track is identified to display the to-be-released bullet comment, where the second duration of the target track is greater than the first duration; and the to-be-released bullet comment content is displayed at the target track.