iQIYI, a leading online entertainment platform in China, has announced its unaudited financial results for the first quarter of 2025, showcasing growth across multiple business segments.
The company maintained its dominance in long-form content, ranking top in total drama viewership market share, supported by hit titles like Drifting Away and Moonlight Mystique. It also held the top spot in movie viewership for the 13th consecutive quarter, according to Enlightent data. Meanwhile, variety shows, including the returning Become a Farmer Season 3, attracted broader audiences, including senior viewers and lower-tier markets. Content-driven advertising contributed to over 50 percent of brand ad revenue.
In micro-dramas, iQIYI ranked second in daily viewing time and first in daily unique visitors on its revamped iQIYI Lite app, which will soon rebrand as iQIYI Micro Dramas. The platform has expanded its micro-drama library to over 15,000 titles and plans to increase investment in original productions.
Membership revenue grew seven percent sequentially, driven by content and optimized subscription plans. The ad-supported basic plan reached a record high, while the family-oriented S-Diamond Plan saw strong growth. Enhanced membership perks, including gift cards and joint memberships, further boosted engagement.
Internationally, iQIYI's revenue rose over 30 percent, fueled by growing global demand for Chinese dramas. Searches for C-dramas hit a five-year high on Google, with iQIYI originals claiming four of the top 10 most-watched overseas titles. The success of Thai drama Gelboy and Become a Farmer helped drive a 40 percent year-over-year increase in international ad revenue.
Technological advancements played a key role, with AI-powered features like iJump (smart scene navigation) and personal assistant Taodou improving user experience. AI-driven ad placement also boosted return on investment by over 20 percent.
Beyond digital content, iQIYI is expanding into offline experiences, with Yangzhou iQIYI LAND set to open this year and another project in development in Kaifeng. The company also launched a content-driven e-commerce trial and introduced Senior Mode, targeting older users, following its earlier Kid Mode for younger audiences.
