Membership services help iQIYI sustain profitability and growth

Chinese streaming platform iQIYI has announced continued financial growth, with a total revenue of $925.3 million, driven primarily by membership services, which contributed $571 million.

Online advertising revenue was $177.6 million, while content distribution brought in $60.9 million. The company also declared a 14th consecutive quarter of non-GAAP operating profit in Q2 2025, earning $8.2 million.

The company's performance was fueled by its dominant content library. iQIYI secured the top spot in total drama viewership for the fourth straight quarter and led in movie viewership for the 14th, according to Enlightent. Its portfolio of approximately 15,000 micro-dramas saw double-digit growth in viewer engagement, and its summer slate featured three blockbuster dramas that each achieved a perfect popularity score.

Overseas expansion remained a strong growth vector, with membership revenue growing for the eighth consecutive quarter. It saw a 35% annual increase, led by key markets in Latin America and Southeast Asia.

Membership innovation also paid dividends. The premium S-Diamond Plan, which offers perks like early access to finales, successfully drove upgrades, which accounted for 78% of its new subscription revenue.

Technologically, iQIYI is leveraging AI to enhance user experience and efficiency. It launched "iJump", an AI-powered feature for navigating key scenes on more than 2,300 shows, and Taodou World, an AI agent platform with over 1,200 interactive characters. AI tools are also being used behind the scenes to streamline production and script analysis, reducing costs and shortening cycles.

"During the second quarter and into the summer season, we delivered a series of blockbusters and secured the top market share in total drama viewership. We are focusing on innovation and investing in key growth areas such as AI applications, micro dramas, experience business and global expansion, all with the goal of driving sustainable, long-term success," said Gong Yu, founder and CEO of iQIYI.