iQIYI Doubles Down on Big-Screen Strategy as China's Streaming Shifts to TVs
Event summary
- iQIYI's smart TV app QIYIGuo TV reached 141 million monthly active devices in June 2026, leading the market.
- Big-screen viewing on iQIYI averaged 256 minutes daily in August, up 13 minutes from the prior month.
- QIYIGuo TV ranked first among consumers' preferred TV video subscription services in 2026 with a 32.45% share.
- iQIYI premiered China's first AIGC internet feature film, 'Mystic Tales: The Spider Lady's Vendetta', in July 2026.
The big picture
iQIYI is capitalizing on a global shift toward big-screen streaming, with the Asia-Pacific region driving 45% of the projected $260.56 billion CTV market in 2026. The company's focus on smart TVs and AI-powered content positions it to dominate China's long-form video market, where household viewing habits favor longer, shared sessions. This strategic pivot underscores the growing importance of the big screen as a monetization and engagement driver in the streaming wars.
What we're watching
- Content Differentiation
- Whether iQIYI can sustain its lead in premium content production amid rising competition.
- AI Integration
- The pace at which AI-driven content production scales and gains audience acceptance.
- Monetization Dynamics
- How iQIYI leverages deeper big-screen engagement to boost subscription and advertising revenues.
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