#China #Beijing #iQIYI #Chinese New Year #Viewership

iQIYI's Record Surge in Viewership during Chinese New Year

On February 5, 2025, iQIYI, China’s premier online entertainment platform, unveiled its viewership statistics and content preferences observed over the Chinese New Year holiday from January 28 to February 4. This festive period marked a remarkable rise in viewer engagement, primarily driven by popular classic intellectual properties (IPs) and a diverse mix of content formats.

Rising Popularity of Classic IPs

The traditional IPs, including blockbuster films, played a crucial role in enhancing online viewership of related content. This surge not only attracted a large audience but also provided a robust foundation for platform-wide engagement. Many users showed a distinct preference for classic narratives, indicating a nostalgic connection to these productions. The data from iQIYI illustrated a profound interest characterized by a notable 118% year-on-year increase in bullet comments—an indicator of user interaction—alongside a substantial uptick in immersive experiences related to these IPs.

Variety Shows Shine

During this holiday period, families across China came together, further boosting viewership in the variety show sector, which witnessed the highest cumulative viewing time. The much-anticipated 2025 Spring Festival Gala, produced by China Media Group (CMG), firmly held its top position among variety shows. Furthermore, the international livestream of this event on iQIYI saw an impressive 135% increase in average viewing time per user compared to the previous year.

iQIYI’s original variety productions, especially the travel-based reality series “The Blooming Journey”, captured the audiences’ hearts, solidifying its place as the most-watched show in this genre. Other comedic shows, including “The King of Stand-Up Comedy”, also recorded substantial viewership, building on iQIYI’s reputation as a springboard for comedic talents, particularly with their involvement in the Spring Festival Gala's sketches.

New Dramas and Resurgence of Favorites

iQIYI did not falter in its drama offerings either. Shows like “The White Olive Tree,” “Moonlight Mystique,” and “Unbreakable 2” resonated incredibly well with viewers, leading them into the top ranks of popularity. The acclaim for “Unbreakable 2” significantly reignited interest, with its Season 1 viewing time soaring nearly tenfold compared to last year.

In continuation of its suspense-themed brand, “Light On Theater,” iQIYI introduced anticipated titles such as “Let Wind Go By” and “Drifting Away,” resulting in a 22% increase in viewing time relative to pre-holiday metrics.

Interestingly, the mini-drama segment showed substantial growth, with a sizable portion of the demographic under 35 years old constituting over 70% of the audience.

Sequels and Record-Breaking Films

The historic box office success of popular IP sequels substantially enhanced interest in earlier related films on the platform. For instance, the viewing time for the predecessor of “Ne Zha 2” surged by an astonishing 624% during this holiday period. Additionally, the release of “Legends of the Condor Heroes: The Gallants” ignited enthusiasm for earlier martial arts films linked to the works of notable author Louis Cha (Jin Yong), culminating in a 1,306% rise in viewing time for related content.

Animation and children’s programming also witnessed an increased viewer appetite. The original piece “How Dare You!?” enjoyed a 27% increase in viewing time, with beloved animated series like “PAW Patrol” and “Peppa Pig” emerging among the top-viewed titles.

Innovative Engagement Through Technology

Remarkably, with 70% of iQIYI users viewing bullet comments as integral to their experience, engagement spiked dramatically. Users participated actively in AI-driven interactions with characters from popular series, epitomizing a new frontier in content engagement.

Moreover, the platform took huge strides beyond digital by hosting offline events, such as the VR immersive theater experience, “Strange Tales of Tang Dynasty 2 To the West,” which became a cultural tourism highlight with visitor numbers inflating by 206% compared to pre-holiday data. Concurrently, the series related to these events also received increased viewing time, illustrating the expanded reach of iQIYI’s premium IPs.

In summary, iQIYI's compelling Chinese New Year statistics reveal not only the effectiveness of engaging content strategies but also the rising importance of interactive experiences in driving viewership. The platform stands poised to continue its growth by harnessing nostalgia, diversity of content, and innovative viewer engagement methodologies.