Total online viewing time rose 11.2 percent on iQiyi during China's recent National Day and Mid-Autumn Festival holiday, according to the latest data released by the leading online content provider.
As a snapshot of evolving entertainment habits, this growth points to a more profound shift towards a multi-dimensional content model where online streaming, immersive offline experiences and mobile viewing converge.
Viewing figures during the holiday underscored the enduring power of high-quality dramas, with new titles like Silent Honor and Fated Hearts sparking a "chasing updates" craze, while a strategic free-access campaign for classics such as Nirvana in Fire boosted non-member watch time by 21 percent. The success of Strange Tales of Tang Dynasty II exemplifies this trend; it not only garnered top viewing times online but also expanded its cultural footprint through an offline theater experience, which saw visitor numbers skyrocket by 383.6 percent during the holiday week.
This blend of digital and physical engagement is mirrored in viewing patterns. iQIYI's movie channel experienced a nearly 40 percent surge in viewing time, fueled by the online release of blockbusters like The Lychee Road. This demand for instant, flexible access is further highlighted by a 79.5 percent increase in in-car streaming, cementing the "cinema anywhere" model.
Beyond dramas and films, the popularity of variety shows and a wave of 23 new micro-drama titles during the holiday week confirm the rising demand for diverse, bite-sized content tailored to fast-paced, modern lifestyles.
