iQIYI, one of China’s top online video platforms, used its platform at the 30th Shanghai TV Festival to make one thing clear: it’s not just playing catch-up with the global entertainment industry—it wants to lead the charge. At a series of high-profile forums during the event, iQIYI executives pulled back the curtain on the company’s latest moves in content strategy, AI-powered production, and international growth.
From long-form epics to bite-sized dramas, AI-powered shoots to cross-border streaming, iQIYI’s ambitions stretch far beyond China’s borders. And judging by the 29 Magnolia Award nominations it scored this year—including nods for City of the City and The King of Stand-up Comedy—those ambitions are already being noticed.
Betting Big on “Long + Short” Storytelling
Consumer attention spans may be shrinking, but that doesn’t mean audiences are settling for less. iQIYI’s “long + short” content strategy aims to straddle both worlds—serving up emotionally layered, cinematic dramas while also investing heavily in rapid-fire micro dramas.
“We’re not just chasing trends,” said Xiao Chen, SVP at iQIYI. “Our framework for content creation balances artistic merit, commercial viability, and social value. It’s about storytelling with depth—no matter the runtime.”
That philosophy is translating into numbers. According to Chenyang Sun, General Manager of iQIYI’s Micro Drama Center, the company now boasts a staggering 15,000+ micro drama titles. New initiatives like the “Thousand Micro Dramas Initiative” and the launch of in-house short-form studios reflect iQIYI’s belief that high-volume doesn’t mean low-quality—especially when targeted at younger, mobile-first viewers.
Lights, Camera, Algorithm: AI Joins the Production Crew
If iQIYI’s content strategy is wide, its production strategy is deep—and increasingly powered by AI. In a forum dedicated to digital production, Liang Zhu, VP and Head of iQIYI’s Intelligent Production Department, explained how the platform is applying artificial intelligence across the entire creative chain.
From AI-assisted scriptwriting to real-time cloud-based editing, iQIYI is using technology not just to cut costs, but to speed up creative execution. The company’s proprietary Clip System, which enables synchronized multi-camera recording and instant uploads, has already been used in 87 productions—some filmed as far afield as Bangkok.
The result? A 125% year-over-year increase in projects using virtual production tools in H1 2025. It’s not just tech for tech’s sake—these tools are actively reducing turnaround times and increasing creative flexibility, especially in fast-paced formats like micro dramas.
iQIYI Goes Global—with a Local Lens
Perhaps the most future-forward message came from Qi Wang, Head of Content Business at iQIYI International, who laid out the company’s roadmap for international expansion. The strategy hinges on localized content and on-the-ground teams who understand regional tastes and nuances.
“High-quality content is our passport,” Wang said. “But localization is the visa. Without both, you can’t build sustainable global engagement.”
To that end, iQIYI has planted roots in six key global markets, including Singapore, Thailand, Malaysia, Indonesia, North America, and MENA. It’s backing that presence with increased investment in short-form storytelling and culturally tailored originals, aiming to meet audiences where they are—not just geographically, but creatively.
The Bigger Picture
iQIYI’s announcements at the Shanghai TV Festival paint a picture of a platform that’s not content to just ride the streaming wave—it wants to shape it. While the likes of Netflix and Disney+ battle it out for global dominance, iQIYI is quietly carving out a niche built on hyper-adaptability: dual-format storytelling, production innovation, and a globally distributed, locally informed content strategy.
As more Asian content hits international radars, iQIYI’s bet on premium production values, AI infrastructure, and genre diversity could position it as more than just China’s streaming giant—it could become Asia’s answer to Hollywood.
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