iQIYI International Viewership Soars 114%, Signals Shift in Global Content Consumption

Event summary

  • iQIYI International recorded a 114.5% year-on-year increase in global views in 2025.
  • Chinese dramas accounted for nine of the top ten Chinese-language series on the platform.
  • Thai dramas, notably 'Khemjira,' dominated the non-Chinese language charts.
  • iQIYI International's overseas business has emerged as the company's second growth engine.
  • New weekly and all-time global content charts across six categories have been launched.

The big picture

iQIYI International's surge in viewership underscores the growing global appetite for Asian storytelling, particularly Chinese and Thai content. This trend challenges the dominance of Western media platforms and highlights the potential for localized content strategies to drive significant international expansion. The platform's emergence as a second growth engine signals a strategic shift towards overseas markets, potentially reducing reliance on the Chinese domestic market.

What we're watching

Regional Adaptation
The divergence in content preferences across regions suggests iQIYI will need to refine its localization strategies to maximize engagement, potentially requiring more granular data analysis and bespoke content offerings.
Content Dependency
The platform’s reliance on Chinese and Thai content raises questions about diversification risk and the potential for content licensing costs to impact profitability if those markets experience disruption.
Competitive Landscape
The rapid growth of iQIYI International will likely intensify competition with established global streaming services, requiring ongoing investment in content and technology to maintain market share.

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