BEIJING, Oct. 10,
2024 /PRNewswire/ -- iQIYI, China's leading online entertainment platform,
released its viewership data and content trends for the 2024
National Day Holiday (October 1-7)
this week, revealing an 11% sequential increase in total viewing
time compared to the pre-holiday period and highlighting a growing
appetite for diverse content. Viewers turned to traditional
favorites like drama series, films, and animation, while light and
entertaining genres such as comedy and variety shows saw
exceptional growth, and short-form content continued to gain
popularity as a general trend.
A Rich Selection of Premium Content Continues to Captivate
Viewers
Drama series continued to dominate holiday content consumption
on iQIYI, leading the viewing time across genres. New releases such
as Born To Be The One, The Limbo, Wind
Direction, Strange Tales of Tang Dynasty 2: To the West,
and Go East quickly entered
the top 10 on the popularity chart, followed by iQIYI's evergreen
hits like The Knockout and Story of Kunning Palace,
which continued to rank in the top 20 as popular picks for repeat
viewing.
Viewers showed stronger interests in films, as evidenced by a
70% surge in viewing time for iQIYI's film channel compared to the
previous period, with 29 titles newly added between September 30 and October 7. By the end of
the holiday, four films - Successor, Go For Broke,
Upstream, and A Place Called Silence - ranked in the
platform's top 10 most popular content.
Notably, the comedy film Successor, which led the 2024
Chinese mainland summer box office, set a new record on iQIYI's
film popularity index with a score of 9,247. The iQIYI-presented
action film Blade of Fury also received high ratings for its
high-quality production. Additionally, data indicated that 40% of
users opted for big screens, reflecting a growing preference for a
richer viewing experience alongside a diverse content slate.
Viewing time for variety shows also experienced both annual and
sequential growth, with a 37% yearly uptick. The hit show The
King of Stand-up Comedy led in both viewing time and
popularity, bringing constant laughs to audiences. Other popular
IPs also maintained strong following, highlighting their lasting
appeal. For example, seasons 1, 2 and a spinoff of Become a
Farmer all secured spots in the top 5 for variety show viewing
time.
Holiday data further revealed a significant jump in viewing time
for iQIYI's animation and kids' content, rising by 69% and
35%, respectively. The iconic series One Piece claimed the
top spot on the animation popularity chart, followed closely by
How Dare You!, an iQIYI original
production. PAW Patrol Season 10 emerged as the most popular
title among kids' content, standing out within iQIYI's rich library
of engaging programming for young viewers.
Short-Form Content Emerging as a New Choice for
Viewers
To meet the increasing demand for concise storytelling and
short-form content, iQIYI recently launched brand-new 'Micro-Drama
Theater' and 'Short-Drama Theater' at its iJOY conference held last
month. It also curated a dedicated section on its homepage to
highlight such content during the holiday, featuring popular titles
like Awaken Lion and The Great Nobody.
With a variety of genres, from suspense to period romance,
iQIYI's short dramas have resonated with viewers of all ages. The
period drama Hard Noble Lady
surpassed RMB6 million (US$850,000) in shared revenue by October 1 and broke through the RMB7 million mark (US$1
million) by October 8.
New micro-dramas also received a positive market response, with
The Obsessive Boss achieving a popularity score of 4,500
within 24 hours of release, gathering over 40 million views from 4
million viewers.
Furthermore, iQIYI recently announced that, starting in October,
the new 'Micro-Drama Theater' will debut two mobile-optimized
vertical dramas each week, with episodes lasting 1 to 5 minutes,
aimed at both younger and older viewers.
Simultaneously, the 'Short-Drama Theater' will release one
new title weekly, offering episodes between 5 and 20 minutes across
various genres, further expanding the platform's content
library.
Media Contact: iQIYI Press, press@qiyi.com
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SOURCE iQIYI