Content is king

The cardinal rule in the content marketing industry holds true for video streaming platforms. Since its inception in 2010, iQIYI has been committed to producing long-form video content and has grown to become the go-to platform for Chinese-language content in China and beyond.

What content resonates with Chinese audiences and captures their hearts?

With a glimpse at iQIYI's top 20 must-watch productions, you can find that nine are costume dramas. This shows that period pieces which embody China's rich historical narratives and oriental aesthetics hold a strong appeal for Chinese audiences.

Additionally, themes delving into contemporary lifestyles and social trends are capturing an increasing viewership. Notably, topping the site's chart is The Knockout, a modern drama which was a national phenomenon in 2023.

The show along with other hit titles brought iQIYI 17 million new subscribers and enabled the platform's average daily number of total subscribers to soar to a staggering 129 million for the first quarter of 2023, which is about half of that of Netflix.

Meanwhile, Chinese audiences are also hooked on suspense-filled dramas such as those featured in iQIYI's "Light on Theater" program, various reality shows and online films.

"Monthly ARM (average revenue per membership) grew for five consecutive quarters, which reflected the high attractiveness of our content and the growing value of our membership service," said Gong Yu, founder and chief executive officer of iQIYI, during the company's earnings call.