iQIYI sees surge in viewership during Chinese New Year: users favor classic IPs, long and short content, and strong interaction
iQIYI reported significant viewership growth during the Chinese New Year period (Jan. 28 to Feb. 4, 2025). The platform saw strong engagement across multiple content categories, with variety shows leading in viewing time. The 2025 Spring Festival Gala achieved a 135% year-over-year increase in average viewing time per user on iQIYI International.
The platform's drama series, including 'The White Olive Tree' and 'Unbreakable 2', dominated popularity rankings. Viewing time for Season 1 of 'Unbreakable' increased nearly tenfold compared to last year's holiday period. The 'Light On Theater' content saw a 22% increase in overall viewing time.
User interaction showed remarkable growth, with bullet comments increasing 118% year-over-year. The platform's VR immersive theater experience saw a 206% increase in visitors during the holiday period. Mini-dramas gained popularity, with over 70% of viewers aged 35 and below.
iQIYI ha riportato una significativa crescita degli spettatori durante il periodo del Capodanno cinese (dal 28 gennaio al 4 febbraio 2025). La piattaforma ha visto un forte coinvolgimento in diverse categorie di contenuto, con i programmi di varietà che hanno guidato il tempo di visione. Il Gala del Festival di Primavera 2025 ha registrato un aumento del 135% nel tempo medio di visione per utente su iQIYI International rispetto all'anno precedente.
Le serie drammatiche della piattaforma, tra cui 'L'Olivo Bianco' e 'Infrangibile 2', hanno dominato le classifiche di popolarità. Il tempo di visione della Prima Stagione di 'Infrangibile' è aumentato quasi di dieci volte rispetto al periodo festivo dell'anno scorso. Il contenuto del 'Light On Theater' ha visto un aumento del 22% nel tempo di visione complessivo.
Interazione degli utenti ha mostrato una crescita notevole, con i commenti a bulletta aumentati del 118% su base annua. L'esperienza di teatro immersivo in VR della piattaforma ha visto un aumento del 206% nei visitatori durante il periodo festivo. I mini-drammi hanno guadagnato popolarità, con oltre il 70% degli spettatori di età pari o inferiore a 35 anni.
iQIYI reportó un crecimiento significativo en la audiencia durante el período del Año Nuevo chino (del 28 de enero al 4 de febrero de 2025). La plataforma experimentó un fuerte compromiso en varias categorías de contenido, siendo los programas de variedades los que más tiempo de visualización acumularon. La Gala del Festival de Primavera 2025 logró un aumento del 135% en el tiempo promedio de visualización por usuario en iQIYI International en comparación con el año anterior.
Las series dramáticas de la plataforma, incluyendo 'El Olivo Blanco' y 'Inquebrantable 2', dominaron las clasificaciones de popularidad. El tiempo de visualización de la Temporada 1 de 'Inquebrantable' aumentó casi diez veces en comparación con el período festivo del año pasado. El contenido de 'Light On Theater' tuvo un incremento del 22% en el tiempo de visualización total.
La interacción de los usuarios mostró un crecimiento notable, con los comentarios en formato de viñetas aumentando un 118% interanualmente. La experiencia de teatro inmersivo VR de la plataforma vio un aumento del 206% en visitantes durante el período festivo. Los mini-dramas ganaron popularidad, con más del 70% de los espectadores de 35 años o menos.
iQIYI는 중국 설날 기간(2025년 1월 28일부터 2월 4일까지) 동안 유의미한 시청자 성장률을 보고했습니다. 이 플랫폼은 여러 콘텐츠 카테고리에서 강한 참여를 보였으며, 버라이어티 쇼가 시청 시간을 선도했습니다. 2025년 춘제 갈라에서는 iQIYI International에서 사용자당 평균 시청 시간이 작년 대비 135% 증가했습니다.
플랫폼의 드라마 시리즈, '하얀 올리브 나무'와 '깨지지 않는 2'가 인기 순위를 지배했습니다. '깨지지 않는' 시즌 1의 시청 시간은 작년 휴일 기간에 비해 거의 10배 증가했습니다. 'Light On Theater' 콘텐츠도 전체 시청 시간에서 22% 증가했습니다.
사용자 상호작용은 Remarkable한 성장을 보였으며, 글머리 댓글이 전년 대비 118% 증가했습니다. 플랫폼의 VR 몰입형 극장 경험은 휴일 동안 방문자 수가 206% 증가했습니다. 미니 드라마는 인기를 얻었으며, 35세 이하의 시청자가 70% 이상을 차지했습니다.
iQIYI a rapporté une croissance significative de l'audience durant la période du Nouvel An chinois (du 28 janvier au 4 février 2025). La plateforme a connu un fort engagement à travers plusieurs catégories de contenu, les spectacles de variétés dominant le temps de visionnage. La Gala du Festival de Printemps 2025 a atteint une augmentation de 135 % du temps de visionnage moyen par utilisateur sur iQIYI International par rapport à l'année précédente.
Les séries dramatiques de la plateforme, y compris 'L'Olive Blanche' et 'Inébranlable 2', ont dominé les classements de popularité. Le temps de visionnage de la Saison 1 d''Inébranlable' a augmenté presque dix fois par rapport à la période festive de l'année dernière. Le contenu du 'Light On Theater' a connu une augmentation de 22 % du temps de visionnage global.
L'interaction des utilisateurs a montré une croissance remarquable, avec des commentaires en bullet qui ont augmenté de 118 % d'une année sur l'autre. L'expérience de théâtre immersif en VR de la plateforme a enregistré une augmentation de 206 % des visiteurs durant la période des fêtes. Les mini-dramas ont gagné en popularité, avec plus de 70 % des spectateurs âgés de 35 ans ou moins.
iQIYI berichtete von einem signifikanten Wachstum der Zuschauerzahlen während des chinesischen Neujahrszeitraums (vom 28. Januar bis 4. Februar 2025). Die Plattform verzeichnete ein starkes Engagement in mehreren Inhaltskategorien, wobei Varieté-Shows die meisten Sehzeiten führten. Die Gala des Frühlingsfestes 2025 erreichte ein Jahr über Jahr ein Plus von 135% beim durchschnittlichen Sehverhalten pro Nutzer auf iQIYI International.
Die Dramaserien der Plattform, darunter 'Der weiße Olivenbaum' und 'Unbreakable 2', dominierten die Beliebtheitsskalen. Die Sehzeiten der ersten Staffel von 'Unbreakable' stiegen im Vergleich zum letzten Feiertagszeitraum fast zehntausendfach an. Die Inhalte des 'Light On Theater' verzeichneten einen Anstieg von 22% in der Gesamtsehdauer.
Die Nutzerinteraktion zeigte bemerkenswertes Wachstum, wobei die Bullet-Kommentare im Jahresvergleich um 118% zunahmen. Die VR-Immersive-Theater-Erfahrung der Plattform verzeichnete während des Feiertagszeitraums einen Besucherzuwachs von 206%. Mini-Dramen wurden populär, wobei über 70% der Zuschauer 35 Jahre oder jünger waren.
- 135% YoY increase in average viewing time per user for Spring Festival Gala on iQIYI International
- 118% YoY increase in user engagement through bullet comments
- 206% increase in VR theater visitors compared to pre-holiday period
- 1,000% YoY increase in viewing time for Unbreakable Season 1
- 22% increase in Light On Theater content viewing time
- None.
Insights
The Chinese New Year performance data reveals iQIYI's successful execution of a sophisticated multi-format content strategy that's driving significant user engagement and platform stickiness. The 135% year-over-year increase in international viewing time for the Spring Festival Gala indicates successful market expansion beyond China's borders, while the 118% growth in bullet comments demonstrates rising user engagement - a critical metric for streaming platforms.
The platform's content strategy shows particular strength in three key areas: First, the successful leveraging of IP franchises, evidenced by the massive 624% increase in viewing time for Ne Zha-related content and 1,306% surge in martial arts content, demonstrates effective content ecosystem building. Second, the platform's ability to cater to diverse demographics through varied content formats - from traditional long-form content to mini-dramas targeting users under 35 - suggests strong user understanding and market adaptability. Third, the expansion into VR experiences with a 206% visitor increase shows promising diversification of revenue streams beyond traditional streaming.
Most notably, iQIYI's focus on user interaction through features like bullet comments and AI character interactions positions it well against competitors in the attention economy. With 70% of users considering bullet comments essential, the platform has successfully created a social viewing experience that increases user retention and engagement - important factors for reducing churn and improving monetization potential.
The strong performance across multiple metrics and content categories during this peak viewing period suggests iQIYI is effectively executing its strategy to become a comprehensive entertainment platform rather than just a streaming service. This positions the company favorably for sustained growth and improved monetization capabilities in the highly competitive Chinese digital entertainment market.
Variety Show Drives Strong Viewership Engagement
As families gathered to celebrate the holiday, iQIYI's variety show channel emerged as the category with the highest viewing time. The 2025 Spring Festival Gala, produced and broadcast by China Media Group (CMG), continued its reign at the top of the variety show rankings with impressive viewership numbers. On iQIYI International, the global livestream of the event saw a remarkable
iQIYI's original variety shows also delivered exceptional results, with the travel-themed reality show "The Blooming Journey" topping the content popularity rankings within the channel, and comedy hits like "The King of Stand-Up Comedy" continuing to attract strong audience engagement. The platform's iconic comedy IP, "Super Sketch Show," saw a noticeable boost in viewing time, with Seasons 1 and 2 experiencing increases of
Cast members from iQIYI's comedy shows also appeared at the 2025 Spring Festival Gala, showcasing their entertaining sketches and reinforcing iQIYI's role in nurturing the next generation of comedic talent.
New Dramas Spark Interest in Past Favorites
iQIYI's extensive lineup of premium dramas resonated strongly with viewers during the holiday period, with series including "The White Olive Tree," "Moonlight Mystique," "Drifting Away," "Unbreakable 2," and "TRITENT 2" dominating the content popularity rankings. Notably, the success of "Unbreakable 2" renewed interest in this highly acclaimed drama IP, with viewing time for Season 1 soaring nearly tenfold compared to last year's CNY holiday.
As part of its renowned suspense-themed drama brand, "Light On Theater," iQIYI launched the highly anticipated series "Let Wind Go By" and "Drifting Away." These new releases further fueled interest in suspense dramas, with a
Meanwhile, mini-dramas continued to gain traction, with data indicating that viewers aged 35 and below comprised over
Sequel Success Draws Viewers to Rediscover Related Films
The record-breaking box office performance of sequels to popular IP films during the holiday significantly boosted interest in earlier titles and related content on iQIYI. For example, the predecessor of "Ne Zha 2" experienced a remarkable
Similarly, the release of "Legends of the Condor Heroes: The Gallants" reignited enthusiasm for other martial arts films inspired by Louis Cha (Jin Yong)'s legendary works, with related content seeing a 1,
The data also revealed an uptick in viewership for iQIYI's animation and kids' content. The original production "How Dare You!?" saw a
Enhanced Viewer Engagement Through Technology
With
Moreover, iQIYI expanded the reach of its premium IPs beyond the screen through offline experiences. The VR immersive theater "Strange Tales of Tang Dynasty 2: To the West," launched by iQIYI, became a cultural tourism highlight in several Chinese cities during the holiday. Data revealed a
CONTACT: iQIYI Press, press@qiyi.com
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SOURCE iQIYI
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