中国流媒体2025增长双翼：会员价值精耕、优质内容出海

Core Insights - In 2025, iQIYI demonstrated strong content production capabilities across various formats, maintaining a leading market share in drama series and achieving significant viewership for multiple titles [1] - The company's overseas business is recognized as a "second growth curve," with record-high performance in key metrics, indicating successful international expansion [2] Domestic Market Performance - iQIYI's drama series, including titles like "无忧渡" and "唐朝诡事录之长安," achieved market shares exceeding 20% [1] - The introduction of the "加更礼免费看" benefit for Star Diamond members has enhanced user engagement and subscription upgrades, with over 40 series supported by this initiative [3][4] - The company is implementing a tiered membership strategy, with a focus on both high-end Star Diamond memberships and more affordable basic memberships to attract price-sensitive users [4] Membership Strategy - The Star Diamond membership is positioned as a "high-end family" package, offering multiple device logins and premium viewing experiences, which has increased user retention among high-net-worth individuals [3] - iQIYI is expanding its membership services beyond online viewing to include offline lifestyle benefits, enhancing the overall value proposition for members [4][5] International Expansion - iQIYI's overseas business has shown significant growth, with international revenue achieving double-digit growth and membership numbers reaching historical highs [6] - The company employs a "three-pronged" strategy focusing on Chinese content, local production, and micro-short dramas to drive international engagement [7] - Localized content, such as the Thai-dubbed version of "朝雪录," has proven effective in attracting overseas audiences, with significant revenue and viewership records [9] Micro-Short Dramas - Micro-short dramas have emerged as a key driver for user growth in international markets, with iQIYI's self-produced titles performing exceptionally well [10] - The company is increasing its investment in localized micro-short dramas in various languages to appeal to younger global audiences [10] Future Outlook - iQIYI aims to create a comprehensive ecosystem centered around user needs, enhancing emotional connections through content and membership interactions [10]