BEIJING, Feb. 28,
2025 /PRNewswire/ -- iQIYI, China's leading online entertainment platform,
participated in the first China TV Drama Production Industry
Conference and the 10th China International TV Drama Program Trade
Fair in Shenzhen in last week.
iQIYI Founder and CEO Yu GONG delivered a keynote speech at the
conference, emphasizing the company's "viewer-centric approach" in
response to evolving consumption patterns. "Success in our industry
goes beyond content length, cast influence, production budgets, or
the latest AI and virtual production technologies," Gong stated.
"The most crucial aspect is respecting the creative process,
valuing content creators, understanding audience preferences,
managing resources efficiently, and leveraging innovation to
deliver premium content. Ultimately, putting viewers at the center
of everything we do is what matters most."
Strategic Expansion of Mini-Drama Ecosystem
As the content and entertainment industry continues to
transform, iQIYI shared content strategies that include serialized
long-form dramas, premium short-form content, and industrialized
mini-dramas, along with its technological innovations aimed at
enhancing production capabilities.
During a keynote speech on emerging content formats, iQIYI
Senior Vice President Haitao YANG outlined the company's strategic
initiatives in response to growing market demand for concise
storytelling. Highlighting the expansion of its mini and short
dramas ecosystem, Yang detailed two key programs - the "Thousand
Mini-Dramas Initiative" and "Hundred Short-Dramas Initiative,"
which are being implemented across two distinct content
theaters.
The "Mini-Drama Theater" focuses on mobile-optimized vertical
content of 1-3 minutes per episode, covering genres from romance to
suspense while the "Short-Drama Theater" features horizontal format
content of 5-20 minutes per episode, emphasizing premium period
dramas and urban storylines.
Leveraging iQIYI's established expertise in long-form video
content production, the company has achieved breakthroughs in this
segment, with its mini-drama portfolio now surpassing 10,000 titles
and capturing 95% of the leading mini-drama content providers in
the market. The company reached a significant milestone in
December 2024 when the platform's
first mini-drama generated over RMB 1
million (US$0.14 million) in
revenue-sharing income.
iQIYI has also revamped its Apps to improve users' viewing
experience recently. While iQIYI's main app continues to focus on
long-form video with membership-based revenue models, iQIYI Lite
app has been strategically repositioned to primarily feature free
mini-dramas supported by advertising. Recent data indicates the
format's growing popularity, with mini-drama viewing time on the
main app now rivaling that of animation, kids' content, and variety
shows. On iQIYI Lite app, mini-dramas have secured the second
position in viewership, surpassed only by traditional long-form
dramas.
Virtual Production Technology Elevates Content
Production
At the conference, iQIYI Vice President Liang ZHU highlighted
the company's cutting-edge advancements in virtual production
technology, which have been actively implemented across its robust
portfolio of long-form dramas, where iQIYI has secured the highest
viewership market share in both Q4 and throughout the full year of
2024, according to data from Enlightent.
For example, the original drama "My
Journey to You" achieved a remarkable 30% increase in
production efficiency through virtual filming techniques, while
"Fangs of Fortune" pioneered large-scale water surface reflection
in virtual filming in China. With
virtual production elements comprising 16% of its total production,
"Fangs of Fortune" stands as one of the most technically
sophisticated and extensive virtual productions in China to date.
Zhu explained how these innovations are becoming a mainstream
trend in the industry, with leading content platforms and IP owners
achieving significant improvements in both efficiency and quality
through virtual production and reusable digital assets.
To stay at the forefront, iQIYI has made substantial
infrastructure investments, including the recent completion of a
2,500-square-meter flagship virtual studio that meets world-class
standards of excellence. Additionally, its self-developed IQ Stage
virtual production platform integrates over 20 patented
technologies, enabling sophisticated real-and-virtual integration
effects that deliver exceptional visual experiences to global
audiences.
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SOURCE iQIYI
