iQIYI, China’s leading online entertainment platform, participated in a series of forum sessions at the 30th Shanghai TV Festival, held from June 23 to 27. Executives from iQIYI shared insights into the evolving industry landscape and outlined the platform’s strategic priorities in response, including premium storytelling across long- and short-form formats, AI-powered production, and global expansion—reinforcing its vision to stay ahead of industry trends and deliver high-quality, resonant content to diverse audiences globally.
As one of Asia’s most influential international TV exchange platforms, the event brings together senior executives and industry leaders for insightful discussions. It also hosts the prestigious Magnolia Awards, which this year attracted nearly 1,000 entries from 43 countries and regions. iQIYI received 29 nominations across 13 titles, including “City of the City,” nominated for “Best TV Series (China),” and “The King of Stand-up Comedy” for “Best Variety Program.”
Meeting audience preference with “long + short” content strategy
As the content landscape undergoes rapid transformation, Xiao CHEN, Senior Vice President of iQIYI, emphasized the importance of responding to shifting consumer preferences during one of the forums. He outlined the platform’s three-part evaluation framework that guides premium content development: the balance of artistic merit, social value, and commercial appeal; the potential for long-term value and franchising; and the ability to generate strong cross-industry resonance.
Building on this, Chen also highlighted iQIYI’s integrated “long + short” content strategy, an approach designed to meet the growing demand for both emotionally rich long-form dramas and fast-paced micro dramas. This strategy reflects iQIYI’s ongoing commitment to delivering diverse, high-quality storytelling.
Echoing this vision, Chenyang SUN, General Manager of iQIYI’s Micro Drama Center, shared that the platform’s micro drama library has now surpassed 15,000 titles. With a focus on quality, youth appeal, and innovation, iQIYI has launched initiatives such as the “Thousand Micro Dramas Initiative” and established in-house studios to further enhance its competitive edge in short-form content.
Enhancing production efficiency through AI-driven innovation
Speaking at a forum on AI-powered production, Liang ZHU, Vice President of iQIYI and Head of the Intelligent Production Department, shared how AI is now fully embedded across the entire content lifecycle, from production to distribution, and is enhancing both creative output and operational efficiency. In the first half of 2025, the number of projects leveraging iQIYI’s proprietary virtual production technology increased by 125% year over year. Its in-house Clip System enables synchronized multi-camera recording and real-time cloud uploads, and has already been used in 87 productions, including shoots in Bangkok since March.
Scaling global reach with localized strategies
As Chinese content continues to gain momentum overseas, Qi WANG, Head of Content Business at iQIYI International, highlighted the company’s evolving global strategy. “High-quality content is the foundation,” she noted. “While successful expansion depends on deep localization, including understanding audience preferences in each market to shape content positioning, user experience, and marketing approaches.”
With branches now established in Singapore, Thailand, Malaysia, Indonesia, North America, and the MENA region, iQIYI is accelerating its investment in locally tailored content production and short-form drama innovation to better meet the diverse and evolving entertainment needs of global audiences.
