(Yicai) Sept. 26 -- IQiyi, one of China’s largest video streaming platforms, is adapting to changes in the entertainment industry by focusing on short drama programs, expanding its international market presence, and leveraging artificial intelligence, according to its chief executive officer.

IQiyi launched the Micro Theater and the Short Drama Theater programs to capitalize on the growing popularity of mini-dramas, Gong Yu, said at the firm's annual iJOY conference yesterday. Unlike rivals charging CNY30 to CNY100 (USD4.10 to USD13.70) for one drama, iQiyi's subscribers will have free access to these short dramas, he noted.

IQiyi’s decision to focus on short dramas responds to evolving consumer viewing habits, where viewers increasingly prefer shorter, bite-sized content, especially for watching on mobile devices.

At the iJOY event, the video streaming giant also unveiled a lineup of more than 300 new titles to be released this year and next, highlighting the Beijing-based company’s commitment to diverse content creation.

“IQiyi's mini-dramas should be high-quality productions," said Gong, who is also the company’s founder, pointing out its unique revenue-sharing model where over 70 percent of income is allocated to content creators, while other platforms take up to 90 percent for marketing.

"The value of Chinese mainland content in overseas marketing has significantly increased, so it’s worth it for creators to focus on making content for international markets," Gong said.

IQiyi is pivoting to capitalize on international demand for Chinese dramas, especially in Southeast Asia, mirroring a broader trend where Chinese media is gaining global traction, particularly as Chinese cultural products become more popular overseas.

Half of the overseas content on the iQiyi platform is China-themed, followed by Thai, Japanese, and Korean productions, while some local content, such as Malaysian dramas, is included to serve specific markets.

The company’s overseas revenue and related membership income jumped in the second quarter on a quarterly and annual basis, thanks to the growing popularity of Chinese dramas and original content.

Global interest in Chinese dramas is growing, with such programs surpassing Korean shows in popularity in the SE Asian market in the first quarter, according to data from AMPD.

Following this international trend, iQiyi has developed cross-cultural variety shows such as Amazing China, which follows four popular Thai actors on a journey exploring five trendy Chinese cities along the China-Thailand railroad route.

In addition, iQiyi is developing Taodou 2.0, an intelligent assistant that integrates large language model technology with recommendation, search, and customer service functions, Gong revealed. The tool will provide users with an "on-demand" entertainment experience, he noted.

IQiyi's AI-driven film and television production system has been used in 67 series, with 21 projects benefiting last quarter, executives said on the firm’s most recent earnings conference call. AI-empowered performance ad revenue surged 150 percent from the first quarter, they added.

Editor: Martin Kadiev