爱奇艺重回亏损：靠政策救市？

Core Viewpoint - iQIYI has returned to a loss position, with Q2 2025 revenue declining by 11% year-on-year to RMB 6.63 billion and a net loss of RMB 133.7 million compared to a net profit of RMB 68.7 million in the same period last year [1] Revenue Performance - iQIYI's membership revenue decreased by 9% year-on-year to RMB 4.09 billion in Q2 2025, attributed to limited head content [4] - The overall advertising revenue for iQIYI fell by 13% year-on-year to RMB 1.27 billion in the first half of the year, influenced by macroeconomic pressures [5] - The company reported a total revenue of RMB 7.44 billion for Q2 2025, showing a slight increase from RMB 7.19 billion in Q1 2025 [3] Market Challenges - The long video platform is facing an industry crisis due to competition from short videos and a sluggish advertising market [1] - Tencent's video subscription numbers dropped by 3 million to 114 million, indicating a broader trend in the long video market [1] - iQIYI's content distribution revenue and other business revenues saw declines of 38% and a slight increase of 6%, respectively [6] Policy Impact - Recent favorable policies from the National Radio and Television Administration, known as "Broadcasting 21 Measures," aim to enhance content supply and may benefit the industry [6][7] - The new policies include relaxing restrictions on the number of episodes and improving the review process for series, which could lead to faster content production and better audience engagement [8][10] Cost Management - iQIYI has reduced its cost of revenue by 7% year-on-year to RMB 5.29 billion in Q2 2025, with content costs down by 8% [15] - The company maintains a manageable debt level, with cash and cash equivalents totaling RMB 5.06 billion as of June 30 [16][18] International Expansion - iQIYI's international version saw a record high in daily membership numbers, with revenue growth of approximately 35% year-on-year [14] - The company is focusing on overseas markets, with significant growth in regions like Brazil, Mexico, and Indonesia, where membership revenue increased by over 80% [14]