The embodiment of the invention discloses a bullet screen distribution method and apparatus based on a retrying mechanism, a device and a storage medium. The method comprises the following steps: whena multi-thread bullet screen distribution condition is met, determining a current concurrent umber of bullet screen messages according to a current system state parameter value, and determining the current concurrent umber of bullet screen messages to be distributed and distribution threads; distributing the bullet screen messages to be distributed in parallel by using the distribution threads; if failure feedback messages sent by target bullet screen receiving objects are received through a feedback channel, and when the target distribution retrying times corresponding to the target bullet screen receiving objects are less than preset retrying times, determining the target bullet screen message and a retrying thread corresponding to each target bullet screen receiving object; and re-distributing the target bullet screen messages to the target bullet screen receiving objects by using the retrying threads based on a bullet screen distribution mechanism. By adoption of the above technical scheme, a multi-thread parallel message retrying mechanism is realized, and the loss rate of the bullet screen messages is reduced.