iQIYI highlighted recent growth in its Experience Business during its Q2 2025 earnings, illustrating the success of its strategy to expand beyond the screen. This strategy involves transforming hit original shows and characters into offline attractions and consumer IP products.
The company's self-operated live table trading cards generated over RMB 100 million in Gross Merchandise Value (GMV) in the first half of 2025. This indicates a strong commercial performance for its IP-based consumer products.
Furthermore, iQIYI has two iQIYI Lands in development and over 50 immersive shelters already operational. These initiatives leverage an asset-light strategy to extend the value of its intellectual property, creating new revenue avenues and deepening fan engagement with its content.
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