Core Viewpoint - iQIYI's third-quarter financial results for 2025 show a decline in total revenue and an increase in net loss, indicating challenges in the long video industry amid rising competition from short video platforms [1][2]. Financial Performance - Total revenue for iQIYI in Q3 2025 was 6.68 billion RMB, a decrease of 8% year-over-year [1][2]. - Net loss attributable to iQIYI was 248.93 million RMB, widening from a loss of 133.71 million RMB in the same quarter last year [1][2]. - Membership service revenue was 4.21 billion RMB, down 4% year-over-year, while online advertising revenue fell by 7% to 1.24 billion RMB [2]. Industry Trends - The long video industry is facing significant challenges, with a collective downturn in performance during what is typically a peak season [3]. - Competitors like Tencent Video reported stagnant membership numbers, indicating a broader trend of stagnation in user growth across major platforms [4]. - The rise of short video platforms, such as Hongguo, which surpassed traditional long video platforms in active user numbers, reflects a shift in consumer content consumption habits [6]. Content Strategy - iQIYI is adapting its content strategy by enhancing its app offerings to include both long videos and free short dramas, aiming to capture a wider audience [12]. - Other platforms are also pivoting towards short content, with Tencent Video and Mango TV making similar adjustments to their content strategies [14]. User Experience Concerns - Frequent changes in membership rules and increased advertising have led to user dissatisfaction, with complaints about reduced user rights and increased costs [14][15]. - The tightening of device usage restrictions has sparked controversy, as users feel pressured to upgrade their membership levels [15]. Long-term Outlook - The long video platforms are nearing a saturation point in membership growth, necessitating a focus on content quality to retain users and drive future growth [16].

Core Viewpoint - iQIYI's Q3 2025 financial results demonstrate strong revenue growth and positive market response, highlighting the company's strategic advancements in AI technology, overseas expansion, and user experience optimization [1][12] Financial Performance - Total revenue for Q3 2025 reached 6.68 billion RMB, with membership service revenue at 4.21 billion RMB (up 3% quarter-over-quarter), online advertising service revenue at 1.24 billion RMB, content distribution revenue at 640 million RMB, and other revenue at 590 million RMB [1] - Following the earnings release, iQIYI's stock price surged over 6% in after-hours trading, closing at $2.18 [1] Overseas Business Growth - iQIYI's overseas business showed significant performance, achieving double-digit growth in total revenue, marking the highest growth rate in nearly two years [2][4] - The international version of iQIYI reached a record high in daily active subscribers, with membership revenue increasing by over 40% year-over-year [2] - In emerging markets like Brazil, Mexico, and Indonesia, membership revenue growth exceeded 100%, indicating that overseas business has entered a harvest phase as the "second growth curve" for the company [2][4] Strategic Model - iQIYI has transitioned from a single content output strategy to an ecological operation model, characterized by a three-pronged approach: Chinese content as the foundation, localized production as a breakthrough, and micro-short dramas as a growth supplement [4][7] - The company is focusing on deep localization of Chinese content, which has proven effective in expanding audience reach, as evidenced by the success of shows like "Chao Xue Lu" in various markets [4][5] AI Strategy - iQIYI's AI strategy is evolving into a systematic approach, focusing on three core areas: opening internal smart production systems to partners, nurturing new AI creators, and exploring AI-driven content across various genres [8][9][10] - The company aims to build an "AI + content" ecosystem, enhancing its role from a content producer to a provider of industry infrastructure [8][10] Ecosystem and User Experience - iQIYI's Q3 performance reflects a broader trend of high-quality long-form video content regaining value amidst competition from short video platforms [11][12] - The company is leveraging a "content-technology-user" flywheel effect to enhance user experience, with premium long dramas and the rise of micro-short dramas complementing each other to meet diverse consumer needs [11][12]

年度策略｜十五五启幕 2026 年如何布局？20251118 摘要 2026 年传媒板块受益于政策支持、AI 技术进步和产业链资本化， Reddit、小红书、字节跳动（TikTok）及 OpenAI 等关键企业或将在美 股进行资本化，A 股市场也可能看到机器人、AI 眼镜等新兴公司的资本 化驱动。 数字营销领域，蓝色光标、易点天下、天龙集团和引力传媒等公司受益 于阿里巴巴千问 APP 全球推广和华为新技术发布。电商与国漫、文娱与 科普文化等线下体验经济也将获得更多关注。 投资者应优先关注各细分领域龙头企业，如蓝色光标，并结合内生增长 动力与外部催化剂（政策、新技术发布等），在非业绩期布局。2025 年底至 2026 年初，互联网公司可能推出新的 AI 产品，是重要时间节点。 2025 年传媒板块多元化发展，线下文旅如上海双年展和电影院线借助 AI 技术吸引关注，线上长视频平台稳健发展，短视频由抖音主导，字节 跳动红果 APP 在短剧领域月活用户超 2 亿，数字营销广告和电商板块在 AI 赋能下转向拉动创收。 Q&A 2026 年传媒板块的整体布局和前景如何？ 2026 年是"十五"规划的起始年，同时也是 20 ...

Core Insights - The long video industry is facing significant challenges due to the rise of short dramas, impacting traditional viewership and revenue streams [1][2] - iQIYI reported a total revenue of 6.68 billion RMB for Q3, a year-on-year decrease of 8%, with a net loss of 248.9 million RMB compared to a loss of 229.4 million RMB in the same period last year [1] - The company is focusing on cost control, achieving a 3% reduction in total costs, with content costs at 4.04 billion RMB [1] Revenue Breakdown - Membership service revenue decreased to 4.21 billion RMB, while online advertising revenue fell to 1.24 billion RMB, both showing a year-on-year decline due to a lighter content lineup compared to the previous year [1] - Content distribution revenue dropped by 21% to 640 million RMB, although box office revenue from iQIYI-produced films showed strong growth, with "Catching the Wind" grossing over 1.2 billion RMB [1] Industry Trends - The long video sector, including major players like Tencent and iQIYI, is experiencing stagnant membership growth, with Tencent's membership remaining at 114 million [2] - The industry is undergoing rapid changes, with a significant reduction in the number of new series and films being produced, as short video content captures user attention [2] Strategic Initiatives - iQIYI is investing in new business lines, including overseas markets and offline experiences, with ongoing development of theme parks in cities like Yangzhou and Kaifeng [3] - Both iQIYI and Tencent are pivoting towards short dramas to attract users, with Tencent launching a vertical short drama script collaboration platform [2] Challenges and Innovations - The industry faces new challenges from AI, with iQIYI collaborating with companies like Google and ByteDance to explore AI-driven content creation [3] - Tencent has established an AI film expression studio to integrate AI throughout the content production process [3]

Core Viewpoint - The company has a rich reserve of variety shows and dramas for 2026, with a broader range of themes compared to previous years. The company is also advancing marketing innovations to explore the value of the post-linkage. The commercial value of the Mango ecosystem is expected to be further released [1][11]. Group 1: Variety Shows - The company will launch over 20 new innovative variety shows in 2026, maintaining the iteration of established IPs like "Voice of Life" and "Singer" while also rebooting popular shows such as "Dear Inn" and "We Are Here" [1][4]. - The innovative variety shows will cover diverse themes, including music, social healing, and outdoor live interaction, with successful shows from this year continuing to iterate in 2026 [1][5][6]. - The company has confirmed the continuation of established IPs and the introduction of new formats, enhancing the variety show landscape [3][4]. Group 2: Dramas - The company has over 80 drama series in reserve for 2026, with a wide range of themes including ancient and modern romance, suspense, and historical dramas [2][8]. - The drama reserves include notable titles such as "Waiting for You," "Forensic Qin Ming: Doll," and historical dramas like "The Peaceful Year" [2][7]. - The company is also expanding its short drama offerings, with over 60 short dramas planned, categorized into three thematic matrices [8]. Group 3: Marketing Innovations - The company is implementing a comprehensive marketing strategy that includes full matrix marketing, linking IPs, and exploring new marketing methods to attract brand budgets [9][10]. - The marketing approach focuses on transforming artist value into long-term trust mechanisms, extending online influence to offline experiences, and enhancing the shareability of advertising content [10][11]. - The company aims to create a robust ecosystem that integrates content, social media, and merchandise to maximize the commercial value of its offerings [9][10].

Investment Rating - The report indicates a positive investment outlook for the gaming sector, highlighting its strong performance compared to other sub-industries within the media sector [3][4]. Core Insights - The A-share media sector reported an 8.2% year-on-year revenue growth and a 59.8% increase in net profit attributable to shareholders in Q3 2025, with significant differentiation among sub-industries [3][4]. - The gaming industry showed remarkable growth, with a 28.6% year-on-year revenue increase, marking six consecutive quarters of accelerating revenue growth and achieving a profit margin of 19.0%, the highest quarterly level since 2022 [3][4]. - The external environment for gaming continues to improve, with an increase in the average monthly number of domestic game approvals and relaxed third-party payment policies from platforms like Google and Apple, which are expected to enhance channel cost efficiency [3][6][10]. - The advertising sector, particularly focusing on Focus Media, has seen substantial growth in internet advertising spending, leading to improved profit margins and a return to historical highs in gross margins [3][4]. - The publishing sector has shown mixed results, with some state-owned publishing groups experiencing significant profit growth while others face challenges due to changes in educational material subscription methods [3][4]. Summary by Sections Gaming Sector - The gaming sector's revenue in Q3 2025 grew by 28.6% year-on-year, with a profit margin of 19.0%, the best performance since 2022 [3][4]. - Domestic PC game sales increased by 20% year-on-year, driven by titles like "Dream" and "Delta" [11]. - Key companies to watch include ST Huatuo, Giant Network, and Jiubite, which have shown significant growth [3][4][19]. Advertising Sector - Focus Media has optimized its cost structure, leading to a gross margin that has reached historical highs [3][4]. - Future observations will focus on the elasticity of internet advertising spending and the impact of new partnerships and acquisitions [3][4]. Publishing Sector - The performance of state-owned publishing groups varies, with some recovering from previous declines while others continue to face challenges [3][4]. - The overall trend indicates a need for adaptation to changing market conditions and consumer demands [3][4]. Long Video Sector - Mango TV is at a critical juncture, with expectations for operational improvements as policy support strengthens [3][4]. - The focus will be on innovative IP operations and product cycles in the coming years [3][4].

Investment Rating - The investment rating for the company is "Buy" (maintained) [8] Core Views - The company reported a revenue of 3.099 billion yuan in Q3 2025, a year-on-year decline of 6.58%, and a net profit attributable to shareholders of 252 million yuan, down 33.47%, which was below expectations [2] - The operational trend in Q3 continues, with profit margins declining due to increased sales expenses related to program promotions [8] - The company has a solid cash reserve of over 13 billion yuan as of the end of September [8] - The overall revenue remained stable quarter-on-quarter, but there was a year-on-year decline due to a contraction in the e-commerce business [8] - The advertising revenue showed positive growth in Q3 year-on-year [8] - The policy bottom is firmly established, with the implementation of measures to enrich television content [8] - The product cycle is on an upward trend, with key dramas and variety shows set to launch in Q4 [8] - The long video business model is expected to benefit from economies of scale, with significant profit margin elasticity [8] - Long-term growth potential is anticipated from improved competition in the long video sector and new business models [8] Financial Data and Profit Forecast - Total revenue forecast for 2025 is 12.803 billion yuan, with a year-on-year decline of 9.1% [4] - Net profit attributable to shareholders for 2025 is projected at 1.271 billion yuan, a decrease of 6.9% year-on-year [4] - Earnings per share for 2025 is estimated at 0.68 yuan [4] - The gross margin is expected to be 29.4% in 2025, with a gradual increase in subsequent years [4] - Return on equity (ROE) is projected to be 5.3% in 2025, improving to 8.0% by 2027 [4]

Core Insights - The long video platform industry is shifting focus towards the "emotional economy" due to slowing user growth and rising production costs [1][2] - Tencent Video's recent conference highlighted a transition from "individual efforts" to "ecological collaboration" within the industry, emphasizing the importance of trust and long-term value [1][2] - The 2024 drama market shows a 14% year-on-year increase in client numbers, with Tencent Video's clients growing over 18% [1][2] Industry Trends - The industry is moving from a phase of rapid growth to one of refined competition, focusing on value-driven operations rather than just traffic [2] - High production costs are challenging for single platforms, necessitating collaboration with brands and production companies to share risks and recover costs [2][3] - Major dramas are characterized by high-profile IPs, top-tier creative teams, and predictable commercialization paths, attracting significant brand partnerships [2][3] Content Strategy - Tencent Video has announced a diverse lineup of over a hundred upcoming series, covering various genres, which are expected to attract brand investments [3] - The platform is categorizing content based on emotional appeal, with new classifications such as "love," "burn," "intellect," "discussion," and "legend," to better align with user needs and commercial resources [5][6] - The "love" category targets younger audiences, while the "burn" category appeals to male viewers with action-oriented content [6] Brand Collaboration - Successful dramas like "The Lychee of Chang'an" and "Zhe Yao" have attracted numerous brand partnerships, showcasing the effectiveness of integrating brand narratives into content [4][5] - Brands are increasingly investing in high-quality content that can maintain user attention over time, reflecting a shift in marketing strategies [5] - The collaboration between platforms and brands is evolving, with a focus on deep partnerships that enhance both user engagement and commercial outcomes [2][5]

Core Viewpoint - Hunan TV's 2025 autumn investment promotion conference emphasizes a transformation from a content supplier to an emotional community and from a traffic chaser to a value creator, redefining the development model of long video platforms [1] Horizontal Breakthrough: From Single Hit to Content Universe - Hunan TV is building a more diverse content ecosystem, where the boundaries between traditional variety shows, micro-dramas, e-commerce live streaming, and offline experiences are dissolving [3] - The emerging "content circular economy" allows the value of an IP to extend beyond its broadcast period through series development, multi-form derivatives, and cross-platform interactions, breaking the long-standing reliance on hit content in the long video industry [3] Vertical Deepening: From Attention Economy to Emotional Economy - Hunan TV is shifting its focus from capturing user attention to pursuing emotional resonance and value recognition, as seen in its "smoky life series" content [4] - The company recognizes that audiences now seek content that touches the soul and provokes thought, expanding content value from mere entertainment to emotional companionship and spiritual nourishment [4] Ecological Symbiosis: Redefining Platform-User Relationships - The core concept of "ecological symbiosis" signifies a fundamental shift in the relationship between the platform and users, transforming users from passive viewers to co-creators of content and co-builders of brand value [5] - The rich interactive scenarios within Hunan TV's ecosystem, including content co-creation, brand collaborations, offline events, and community operations, are fostering a new "participatory culture" that enhances user engagement and transforms users into community members [5] Industry Implications - Hunan TV's ecological revolution offers valuable insights for the industry, indicating that the next phase of competition for long video platforms will focus on ecological capabilities rather than mere traffic [6] - The ability to create richer scenarios, deeper emotional connections, and more flexible organizational forms will determine success in a competitive landscape [6] - The comprehensive upgrade of Hunan TV's ecosystem points to a promising direction for the industry, suggesting that content platforms can evolve into new commercial entities that connect material consumption with spiritual needs [6]

Core Insights - Mango TV's popular variety show "Goodbye Lover" Season 5 has sparked significant discussion on social media, coinciding with Mango Super Media's Q3 2025 financial report release [1] - The company reported a revenue of 9.063 billion yuan and a net profit of 1.016 billion yuan for the first three quarters, with Q3 revenue at 3.099 billion yuan, down 6.58% year-on-year, and net profit at 252 million yuan, down 33.47% year-on-year [1] Financial Performance - For the first three quarters, Mango Super Media's revenue was 9.063 billion yuan, with a net profit of 1.016 billion yuan [1] - Q3 revenue was 3.099 billion yuan, showing a year-on-year decline of 6.58%, while net profit was 252 million yuan, reflecting a year-on-year decrease of 33.47% [1] - The decline in performance is attributed to a strategic shift away from traditional e-commerce towards the development of Mango IP derivative products, impacting revenue [1] User Engagement and Content Strategy - User engagement on Mango TV has improved, with average monthly active users increasing by approximately 11.08% year-on-year from January to September [1] - The company maintains a leading market share in the variety show sector at 35.2%, with significant viewership for its exclusive shows [2] - The company is focusing on high-quality content and has seen a recovery in advertising revenue in Q3 [1][2] Regulatory Environment and Future Outlook - The recent "Broadcasting and Television 21 Articles" policy indicates a shift towards more relaxed regulations, which may benefit long-form video platforms like Mango TV [3] - The company reported a strong operating cash flow of 674 million yuan for the first three quarters, up 307.14% year-on-year, with cash reserves exceeding 13 billion yuan, supporting future investments in content and technology [3] - Analysts suggest that the new policy will enhance content release efficiency and improve the financial structure of the industry, indicating potential recovery for major platforms like Mango Super Media [3]