#China #Beijing #iQIYI #Coroner's Diary #How Dare You!?

iQIYI's Innovative Summer Success

On July 25, 2025, iQIYI, China's prominent digital entertainment platform, made a splash in the media by announcing the tremendous success of its summer content lineup. This season's highlighted offerings feature notable titles such as Coroner's Diary, How Dare You!?, and Rose Finch, all exemplifying iQIYI's commitment to captivating storytelling while adhering to its unique “long + short” content strategy.

A Blend of Long-Form and Short-Form Content

The company's latest hit, Coroner's Diary, is a gripping long-form narrative that dives deep into a crime mystery, unraveling eight interlinked cases that keep viewers on the edge of their seats. This show soared to new heights, evidenced by its content popularity index exceeding 10,000, designating it a national sensation. Notably, it clinched the top spot in over 10 peer-reviewed viewership or popularity charts and even ranked first on iQIYI's international platform in 13 markets, including Thailand, Malaysia, and the USA.

In parallel, How Dare You!? has captivated audiences with its catchy micro-drama format, quickly accumulating over 800 million views and securing a position in the top ten overseas micro-drama rankings. The series offers a whimsical twist as it tells the story of an office worker who, through a mystical book, finds herself in a fantasy realm alongside an emperor. The show's bite-sized episodes and unpredictable twists have resonated with the modern, mobile-first viewer, evolving perceptions surrounding micro-content into essential pieces of entertainment.

Meanwhile, Rose Finch, an intriguing short drama blending folklore elements with riveting investigative components, has rapidly ascended to the top of China's short drama sector. Notably, it maintained peak viewership for six consecutive days, leading the market with an astonishing viewership share of 44%. The popularity of such short-form content signals a significant shift in audience engagement, attracting both new viewers and sustaining interest.

Strategic Growth through Quality Content

iQIYI's flourishing popularity derives from a carefully balanced strategy that melds the elaborate storytelling of premium long-form shows with the rapid-fire, engaging nature of short-form series. Just as long content fosters dedicated audiences with immersive stories, short and micro dramas have emerged as critical growth avenues, particularly among younger viewers who appreciate quickly consumable narratives.

This commitment to quality across both formats underscores iQIYI’s ambition to maintain high artistic and production standards. Initiatives such as the Thousand Mini-Dramas Initiative and the Hundred Short-Dramas Initiative aim to diversify genres while amplifying storytelling, catering to the fast-changing consumption habits of today’s audience.

Tools such as iQIYI Lite, an app focused on free short content, reveal the platform's drive to dominate mobile viewership. Observations indicate that micro dramas frequently secure positions among the highest-ranked in both viewing time and unique visitor metrics.

Looking Ahead: An Exciting Future

As iQIYI continues to thrive, plans for a formidable array of micro and short dramas from late 2025 into 2026 have surfaced. During the World Conference held in April, iQIYI announced an astonishing portfolio of over 400 new titles across various formats, reflecting its established leadership in the market. The inaugural Glittering Night micro drama event showcased 47 upcoming productions, primarily in genres ranging from fantasy to comedy, infused with contemporary internet culture motifs. It also hinted at exciting follow-ups to existing beloved series, including Original Sin and A Ming Dynasty Mystery.

By integrating advanced data analytics and AI insights into its development strategy, iQIYI aims to provide unparalleled, cinematic-quality narratives that are expertly tailored to evolving viewer preferences. This unique blend of scale and creativity ensures that iQIYI remains at the forefront of the burgeoning content market, extending its influence both regionally and globally.