iQIYI sees surge in viewership during Chinese New Year: users favor classic IPs, long and short content, and strong interaction

Core Insights - iQIYI experienced a significant surge in viewership during the Chinese New Year holiday, driven by classic IPs and diverse content offerings, resulting in a 118% year-on-year increase in bullet comments and a rise in offline immersive experiences [1][10][12] Viewership Trends - The variety show channel on iQIYI had the highest viewing time, with the 2025 Spring Festival Gala achieving a 135% year-on-year increase in average viewing time per user on iQIYI International [2] - Original variety shows like "The Blooming Journey" and comedy shows such as "The King of Stand-Up Comedy" saw strong audience engagement, with "Super Sketch Show" experiencing viewing time increases of 18% and 26% for Seasons 1 and 2, respectively [3] Drama and Content Popularity - Premium dramas like "The White Olive Tree" and "Unbreakable 2" dominated viewership, with "Unbreakable 2" seeing a nearly tenfold increase in viewing time for Season 1 compared to last year's CNY holiday [5] - New suspense dramas launched under the "Light On Theater" brand contributed to a 22% increase in overall viewing time for suspense content [6] Film and Animation Engagement - The box office success of sequels, such as "Ne Zha 2," led to a 624% increase in viewing time for its predecessor [7] - The release of "Legends of the Condor Heroes: The Gallants" resulted in a 1,306% rise in viewing time for related martial arts films [8] - Animation and kids' content also saw increased viewership, with "How Dare You!?" experiencing a 27% increase in viewing time [9] Technological Engagement - 70% of iQIYI users consider bullet comments essential, contributing to a 118% year-on-year increase in such interactions [10] - AI-powered chats with fictional characters enhanced viewer engagement, bringing characters to life [11] Offline Experiences - iQIYI expanded its premium IPs through offline experiences, with the VR immersive theater "Strange Tales of Tang Dynasty 2: To the West" seeing a 206% increase in visitor numbers compared to the pre-holiday period [12]