长剧微剧双轮驱动，爱奇艺瞄准了未来的生态增量

Core Viewpoint - The article highlights the significant shift in audience attention affecting content ecosystems, with short drama apps gaining traction against traditional long video platforms, indicating a change in user consumption habits and providing strategic insights for content platforms like iQIYI [1][3]. Group 1: iQIYI's Content Strategy - iQIYI has effectively embraced a "long + short" content strategy, maintaining its long video base while exploring the potential of micro-dramas, showcasing its foresight and execution in content innovation and business model optimization [3][5]. - The recent Q1 2025 financial report from iQIYI shows total revenue of 7.19 billion yuan, a 9% quarter-over-quarter increase, and an operating profit of 340 million yuan, reflecting a 20% increase [1][5]. - iQIYI's CEO, Gong Yu, noted a threefold increase in heavy users of micro-dramas, indicating a growing user engagement with this new content format [1][9]. Group 2: Long Video Performance - Long video remains a cornerstone of iQIYI's content ecosystem, with the platform maintaining a leading market share in long series, supported by successful new releases like "Bleach" and "Northbound" [5][7]. - Membership service revenue reached 4.4 billion yuan, a 7% increase, demonstrating the direct contribution of quality content to financial performance [7][9]. - iQIYI's international version saw over 30% year-on-year revenue growth, with advertising revenue increasing by 40%, closely tied to the rising popularity of mainland productions abroad [7][9]. Group 3: Micro-Drama Development - iQIYI has positioned micro-dramas as a "third type" of content, complementing long dramas and films rather than merely following trends, with a focus on audience preferences [8][9]. - The platform launched 28 premium micro-dramas during the "Micro-Drama Spring Festival," achieving over one million in revenue within a week, indicating rapid growth in user engagement and viewing time [7][9]. - iQIYI's strategy includes five major initiatives aimed at enhancing the aesthetic quality and thematic diversity of micro-dramas, avoiding homogenization while expanding commercial potential [13][19]. Group 4: Future Trends and Innovations - The period from 2025 to 2026 is anticipated to be transformative for the film and television industry, with "short" content becoming increasingly significant [11][19]. - iQIYI plans to optimize long drama formats by deepening IP value and addressing niche demands, while also innovating in micro-drama production [12][19]. - The introduction of features like "Jump View" and AI-driven interactive platforms aims to enhance user engagement and adapt to the fast-paced consumption habits of audiences [16][19].