The "Micro-Drama Theater" will debut two new titles weekly, targeting a diverse audience, including younger and older demographics, with mobile-optimized vertical dramas lasting between 1 to 5 minutes. The "Short-Drama Theater" will introduce a new title weekly across various genres, featuring episodes that range from five to 20 minutes in a horizontal format.

iQIYI is confident in integrating short dramas into its content system by leveraging its established strengths in long-form video content production and promotion, according to Wang Xiaohui, iQIYI's chief content officer.

Wu Gang, iQIYI's senior vice president, said the company's short drama strategy would also unlock new commercial opportunities for brand marketing. He stated that iQIYI would ensure effective brand messaging through tailored content that resonates with viewers.

The Shanghai event also brought attention to the worldwide surge in appetite for Chinese dramas or C-dramas. In Southeast Asia, C-dramas are fast becoming the top choice for local viewers, according to the latest Q1 2024 data from AMPD, the digital measurement platform owned and operated by Media Partners Asia (MPA).

Noting the trend, Gong urged content creators to prioritize developing offerings tailored to audiences in overseas markets.

According to the company, half of the content on iQIYI International consists of Chinese mainland productions, supplemented by dramas from Thailand, Japan, and Korea, along with local productions for markets including Malaysia.