iQIYI Enhances Diamond VIP Membership for a Premium Experience

On January 21, 2025, iQIYI, recognized as China's premier online entertainment platform, unveiled substantial improvements to its Diamond VIP membership. This update is designed to elevate the experience for members, enabling them to access Member Express Packages without the need for extra points or purchases.

The motivation behind this enhancement stems from an observable trend among viewers who are willing to invest in high-quality content. Hence, platforms in the long-form video industry, including iQIYI, are prioritizing member satisfaction alongside premium content production. By extending its service offerings, iQIYI aims to achieve optimal user interaction and satisfaction.

Striking Features of the Member Express Packages

Originally introduced in 2023, the Member Express Packages allowed VIP members to gain exclusive access to concluding episodes, behind-the-scenes content, and more, contingent upon their use of membership points or additional purchases. The initial launch, tied to the hit series "Mysterious Lotus Casebook," garnered immense enthusiasm, with over 2 million VIP members redeeming points on launch day alone. In 2024, the popularity of this service skyrocketed, with more than 10 million VIP members engaging with it.

With the recent upgrade, all Diamond VIP members can automatically access these packages for any available dramas in 2025's lineup. This upgrade signifies a broad expansion of these services, now including international members of iQIYI, thereby enhancing its global reach.

Tailored Membership Packages

The iQIYI membership system remains intricate, targeting both individual and family viewing scenarios. Currently, five distinct packages exist: Basic, Golden, Basic (TV), Platinum, and Diamond VIP memberships. While Basic and Golden packages cater to individual users, the others address the needs of families, ensuring a customizable viewing experience for all literary preferences.

The subscription model also reflects a changing landscape among new users. In 2024, a budget-friendly, ad-supported Basic VIP membership began to attract considerable attention, particularly among younger demographics and those from smaller markets. Complementing that, the Golden VIP Family membership allows a primary account holder to add an extra account for only RMB8 (approximately $1.1) per month, thus enhancing affordability and accessibility across the board.

Expanding Premium Tiers

The benefits associated with premium memberships have also been undergoing significant enhancements. Notably, the device limit for Diamond VIP members expanded from five to eight. Furthermore, exclusive eXave MAX high-definition streaming has now grown to feature over 23,000 episodes, leading to a threefold increase in viewing sessions by VIP members compared to the previous year.

Enriching Member Experiences

Beyond the digital realm, iQIYI is punctual in offering diverse engagement methods to foster member interaction. The launch of iQIYI Membership Day in 2024 integrates new content updates, merchandise privileges, and access to exclusive events on a monthly basis. Throughout the year, the company hosted over 40 IP-related events, ranging from advanced screen viewings for VIPs to meet-and-greet opportunities with creators behind the scenes.

This past July also saw the debut of 717 Member Day, where members had access to attractive subscription discounts, cultural and tourism passes, and stimulating interactive livestreams with content creators. Tying fan engagement to tangible rewards, iQIYI released several merchandise items related to its popular IPs, including original novels and plush dolls, from hit series like "Fangs of Fortune" and "Under The Skin II."

Conclusion

Through these strategic enhancements, iQIYI is not merely expanding its service offerings but also reaffirming its commitment to enhancing user experiences. As the competitive landscape of online entertainment continues to evolve, iQIYI’s updates to its Diamond VIP membership highlight its dedication to meeting the varying needs of its user base while solidifying its position as a leading name in the industry.