iQIYI released its viewership data for the 2024 National Day Holiday, revealing an 11% sequential increase in total viewing time compared to the pre-holiday period. Drama series continued to lead content consumption, while the film channel saw a 70% surge in viewing time, with 29 new titles added during the holiday week. The comedy film 'Successor' set a new record on iQIYI's film popularity index with a score of 9,247.
Variety shows also experienced significant growth, with a 37% yearly uptick in viewing time, led by 'The King of Stand-up Comedy.' Animation and kids' content viewing times rose by 69% and 35% respectively, indicating broad engagement across genres. Forty percent of users opted for big screens, reflecting a preference for richer viewing experiences.
The company's newly launched 'Micro-Drama Theater' and 'Short-Drama Theater' showed early success, with the period drama 'Hard Noble Lady' surpassing RMB6 million in shared revenue by October 1 and RMB7 million by October 8. The micro-drama 'The Obsessive Boss' achieved a popularity score of 4,500 within 24 hours of release, gathering over 40 million views from 4 million viewers. iQIYI plans to debut two mobile-optimized vertical dramas weekly and one new short-drama title weekly to further expand its content library.
These results highlight iQIYI's ability to captivate audiences with a rich selection of premium content and successfully introduce new, concise storytelling formats. The strong performance across diverse genres and the early monetization success of micro-dramas demonstrate the effectiveness of the company's evolving content strategy. This positions iQIYI to capture broader audience segments and enhance overall platform engagement.
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