Core Viewpoint - iQIYI is launching the "Jump View" feature and entering the micro-drama and live commerce sectors, which has sparked controversy regarding content fragmentation and commercialization of user data [1][8]. Group 1: "Jump View" Feature - The "Jump View" feature utilizes AI technology to allow users to skip to key plot points in long dramas, catering to the fast-paced lifestyle and fragmented viewing habits of users [2][3]. - While the feature enhances viewing efficiency and personalizes content, it risks disrupting narrative flow and may lead to a perception of disrespect towards the content [2][3]. Group 2: Micro-Drama Market - The micro-drama market is seen as a potential lifeline for long video platforms, with 70% of dramas reported to be operating at a loss [3][4]. - The micro-drama market in China is projected to reach 634.3 billion yuan by 2025, with a compound annual growth rate of 19.2% [3][4]. - iQIYI's micro-drama channel has shown significant user engagement, indicating strong growth potential [5]. Group 3: Content E-commerce - iQIYI is launching content e-commerce, leveraging its IP content and over 130 million subscribers to tap into the live commerce market [6][8]. - The challenge lies in shifting user perception from a video content platform to a shopping platform, as historical data shows low user engagement in shopping while watching content [7][8]. - iQIYI's revenue for 2024 is under pressure, with a reported income of 29.23 billion yuan, down 8% year-on-year, prompting strategic adjustments to retain users and diversify income [8].
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