我们怀着无比沉痛的心情告知大家，我们深爱的朦胧，于2025年9月11日坠楼身故。经警方工作，已排除刑事嫌疑。愿逝者安息，愿生者坚强。 每经编辑｜何小桃 9月11日，演员于朦胧的名字突然冲上热搜。有自媒体发布消息称，于朦胧于9月11日凌晨在北京坠亡。该消息迅速引发全网关注。 11日晚些时候，@于朦胧工作室 发文证实了此消息： 三湘都市报记者查询于朦胧社交平台看到，于朦胧上次更新动态是在8日前，记者注意到，于朦胧9月10日21:31还上线了微博。 于朦胧最新一部热播剧是《临江仙》，其在剧中饰演玄天使者。其还有一部待播剧《风起大漠》，公开消息称，于朦胧在《风起大漠》里饰演李敢，飞将 军李广之第三子。 圈内有好友发文哀悼后删除动态 9月11日，多位圈内人士通过社交媒体发声表达震惊与悲痛。 演员文苡帆发悼念长文，以"今夜，星星回去睡觉了"开篇，提及"听到跳楼消息时呆立原地"、"愿你回到星星上，那里没有痛苦"等语句，并呼吁关注心理 健康，该动态随后被删除。 演员邢菲，曾与于朦胧合作《明月曾照江东寒》，发文称："希望是假的！一定是假的！"此后也删除了该动态。 高泰宇，曾与于朦胧合作电影《为爱放手》，发文："你的笑容，永远定 ...

今日（9月11日），男演员于朦胧被传坠楼，消息引发多方关注，多个词条冲上热搜榜第一。 演员于朦胧被传坠楼一事引发关注，广大网友通过微博平台关注相关进展，祈愿平安。 但平台巡查发现，用户@5518642301_663（原昵称：@echo23754）在该热点事件讨论中，多次发布无事实根据的阴谋论内容，靠吃"人血馒头"博取眼 球，形成较大传播。后又自行删除相关评论并改名。此行为不仅严重侵犯他人权益，更扰乱了正常传播秩序。 网络空间并非法外之地，对于热点事件下恶意编造谣言博眼球、蹭流量的行为，站方将予以严厉打击并进行上报。 也请广大用户擦亮双眼，以官方通报为准，切勿轻信所谓的"阴谋论"以及站外的不实截图。 于朦胧工作室9月11日晚间发文： 稍早前，微博社区观察员官方账号"围脖侠"发文： 公开资料显示，于朦胧，1988年出生于新疆乌鲁木齐市，毕业于北京演艺专修学院，中国内地男演员、歌手。 2013年，参加选秀娱乐节目《快乐男声》，获得全国总决赛第十名。参演过《三生三世十里桃花》《太子妃升职记》等影视作品。2025年，其参演的电视剧 《侠客行不通》《临江仙》播出。 天眼查显示，于朦胧名下共关联两家公司，分别为上海起萌影视 ...

Core Viewpoint - The article discusses the rumors surrounding actor Yu Menglong's alleged fall from a building, highlighting the spread of misinformation and the response from social media platforms and the public [3][5][11]. Summary by Sections Incident Overview - On September 11, 2025, rumors emerged on social media claiming that actor Yu Menglong had fallen from a building in Beijing, which quickly became a trending topic [9][11]. - The last update from Yu Menglong on Weibo was on September 3, 2025, and he was active on the platform as recently as September 10 [10]. Misinformation and Response - The official Weibo account @围脖侠 reported that a user had spread unfounded conspiracy theories regarding the incident, which led to significant misinformation [5][6]. - The platform emphasized the importance of relying on official announcements and warned against believing in conspiracy theories and unverified information [6]. Reactions from Peers - Several industry colleagues expressed shock and sorrow over the news, with some posting tributes that were later deleted [17][18]. - A friend of Yu Menglong's, who is also in the industry, shared a poignant message reflecting on the situation [19]. Official Confirmation - Property management confirmed that there was a fall incident at the location, but they could not confirm if it involved Yu Menglong [20]. - The local police stated that further information would be provided through official channels [20]. Impact on Projects - Yu Menglong's recent work, including the show "长夜行," faced disruptions, with the production company unable to reach him or his agent for updates [22]. - A scheduled broadcast featuring Yu Menglong was replaced with another program due to the uncertainty surrounding the situation [22].

Group 1 - The summer drama market experienced a decline after a promising start, with the second half failing to produce any major hits, leading to a lack of standout performances [1][4][12] - The overall performance of the drama market was characterized by a "tiger head, snake tail" phenomenon, where initial excitement was not sustained, resulting in disappointing outcomes for many shows [2][4][6] - The reality genre showed strong performance with titles like "生万物" and "以法之名" leading in viewership, while traditional genres like ancient costume romance struggled significantly [6][12] Group 2 - Major platforms such as iQIYI, Youku, and Tencent Video did not emerge as clear winners during the summer season, with no platform significantly outperforming the others [7][10][12] - iQIYI managed to maintain a slight edge in viewership with several successful titles, but faced credibility issues due to controversies over inflated viewership numbers [12][17] - The overall lack of high-quality content and blockbuster hits across platforms has led to a disappointing summer season, with no series achieving a rating above 8 on Douban [12][15] Group 3 - The drama market is expected to face a cooling period following the summer season, with a notable drop in viewership from 2.7 billion to 1.7 billion, indicating a need for a breakout hit [13][15] - Upcoming projects like "不眠日" and "赴山海" are anticipated to potentially revitalize the market, but they come with high creative challenges [16][17] - The industry is witnessing a shift in audience expectations, with viewers becoming more discerning and less reliant on established formulas for success [13][15]

Core Insights - The long video platforms are facing challenges with revenue growth slowing down and profitability becoming more difficult, prompting a shift towards optimizing content costs and exploring new revenue sources like micro-short dramas, AIGC, IP derivatives, and content globalization [37] Industry Overview - Long video platforms are entering a new phase of project reduction and AI efficiency improvements due to stagnation in membership growth and weak advertising revenue [1][5] - The rise of short videos has significantly impacted the user base of long video platforms, with monthly active users (MAU) for Tencent Video, iQIYI, and Youku projected to drop from 5.3 billion, 5.65 billion, and 4.7 billion in August 2018 to 3.63 billion, 3.56 billion, and 2.01 billion by June 2025, respectively [3] Company-Specific Insights iQIYI - iQIYI reported a decline in revenue and net profit in the first two quarters, with major business segments like membership services and online advertising also experiencing downturns, although other income streams showed growth [7] - The platform is focusing on a balanced approach between long and short content, emphasizing high-quality productions to enhance user engagement and attract advertisers [15] - iQIYI's international membership revenue grew by 35% year-on-year, and the company is leveraging AI to reduce costs and enhance efficiency [13] Youku - Youku's strategy centers on content quality, series development, and cross-industry integration, with successful shows like "藏海传" achieving significant viewership and advertising revenue [16][19] - The platform is expanding its talent pool by recruiting notable industry figures to enhance content creation capabilities [19] Tencent Video - Tencent Video reported a paid membership count of 111.4 million, the only platform to disclose such figures, and is focusing on high-quality content to improve viewer retention [22] - The platform is shifting its strategy to prioritize A+ and S+ level projects, aiming to enhance the return on investment and avoid resource wastage [25] Mango TV - Mango TV's revenue for the first half of 2025 was 5.964 billion yuan, a decline of 14.31%, with significant drops in its content e-commerce segment [29][32] - The platform is increasing its investment in content, particularly in short dramas, with a reported 1179 micro-short dramas set to launch, marking a nearly sevenfold increase from the previous year [36]

Core Viewpoint - The article discusses the challenges faced by iQIYI, highlighting the effectiveness of cost control but a lack of growth in membership and advertising revenue. Despite successful content, these have not translated into financial growth [2][3][4]. Group 1: Financial Performance - iQIYI's total revenue for Q2 was 6.63 billion yuan, a year-on-year decline of 11% [3]. - Membership service revenue was 4.09 billion yuan, online advertising service revenue was 1.27 billion yuan, content distribution revenue was 440 million yuan, and other revenue was 830 million yuan, which saw a 6% year-on-year increase [4]. - The only segment showing growth was "other businesses," which generated 829 million yuan, accounting for 12.5% of total revenue [4]. Group 2: Content and Market Position - iQIYI's series "生万物" broke the record for the fastest show to reach a heat value of 10,000 in 2025, indicating strong content performance [2]. - Despite high content engagement, the lack of blockbuster hits has led to stagnant financial performance, with a significant drop in net profit of 81% year-on-year [6]. - The company has been focusing on short dramas, with a current inventory of approximately 15,000 vertical screen micro-dramas, significantly increasing the number of new short dramas released [6][7]. Group 3: International Expansion - iQIYI's international version has seen continuous growth in membership revenue and scale for eight consecutive quarters, with a year-on-year increase of about 35% [7]. - Notable growth in membership revenue exceeding 80% was observed in markets such as Brazil, Mexico, and Indonesia [7][8]. Group 4: Technological Advancements - The company is leveraging AI to enhance advertising revenue, with a 20% increase in click-through rates for AI-optimized ad materials [12]. - AI has also improved production efficiency for short dramas, reducing costs and shortening production cycles [12].

Group 1 - The drama "生万物" directed by Liu Jiacheng and starring Yang Mi and Ou Hao has achieved significant viewership, breaking 4% on CCTV-8 and reaching a heat value of 10,762 on iQIYI, marking the second highest in iQIYI's history [1] - On August 20, "生万物" became the first drama of the year to surpass 100 million effective views in a single day [1] - Despite the success of "生万物," iQIYI's financial performance remains under pressure, with Q2 2025 revenue at 6.63 billion yuan, showing a decline both year-on-year and quarter-on-quarter [3] Group 2 - iQIYI reported a net loss of 134 million yuan in Q2 2025, compared to a net profit of 68.7 million yuan in the same period last year and 180 million yuan in Q1 2025 [3] - The company has seen a decline in its three main revenue streams: membership, advertising, and content distribution, despite some growth in other income [5] - iQIYI's international business has shown strong performance, with international membership revenue and scale growing for eight consecutive quarters, and a 35% year-on-year increase in membership revenue [3] Group 3 - The popularity of iQIYI's self-produced historical dramas has sparked a surge in overseas viewership, with titles like "书卷一梦" and "朝雪录" achieving notable success in various markets [5] - The company is facing a challenge of balancing high-quality content with commercial returns, leading to a situation where popular content does not translate into financial success [5] - iQIYI is considering a secondary listing in Hong Kong to raise between 200 million to 300 million USD, which could provide necessary funds to support its strategic initiatives [5][9]

Core Viewpoint - iQIYI has returned to a loss position, with Q2 2025 revenue declining by 11% year-on-year to 6.63 billion yuan and a net loss of 133.7 million yuan compared to a net profit of 68.7 million yuan in the same period last year [1] Group 1: Financial Performance - iQIYI's membership revenue decreased by 9.0% year-on-year to 4.09 billion yuan, attributed to limited head content [5] - The company's advertising revenue fell by 13% year-on-year to 1.27 billion yuan, influenced by macroeconomic pressures and reduced budgets from major advertisers [8][9] - Overall, iQIYI's total revenue cost was 5.29 billion yuan, down 7% year-on-year, with content costs decreasing by 8% to 3.78 billion yuan [16] Group 2: Industry Challenges - The long video platform industry is facing a crisis due to competition from short videos and a sluggish advertising market [2][3] - Tencent's video subscription numbers dropped by 3 million to 114 million, indicating a broader trend in the industry [2] - The short video user base in China reached 1.04 billion, with a usage rate of 93.8%, highlighting the shift in viewer preferences [6] Group 3: Content and Market Strategy - iQIYI maintains a leading market share in total viewership among long video platforms, with several of its dramas achieving high popularity [5] - The company is exploring new market growth by leveraging its IP reserves for consumer products and offline experiences, achieving over 100 million yuan in GMV from collectible cards [13] - iQIYI's micro-drama library has reached 15,000 titles, with notable successes in recent releases [14] Group 4: Policy and Future Outlook - Recent favorable policies from the National Radio and Television Administration, known as "Broadcasting 21 Articles," are expected to enhance content production efficiency and attract more talent and investment [10][11][12] - iQIYI's international version saw a record high in daily membership numbers, with significant growth in markets like Brazil, Mexico, and Indonesia [15]

Core Viewpoint - iQIYI continues to experience a decline in performance amid the impact of short videos and a lack of blockbuster content, with its Q2 2025 revenue reported at 6.63 billion yuan, showing a year-on-year and quarter-on-quarter decrease [2][3] Financial Performance - iQIYI's net loss for Q2 2025 was 134 million yuan, compared to a net profit of 68.7 million yuan in the same period last year and a profit of 180 million yuan in Q1 2025 [2] - The company's core membership service revenue was 4.09 billion yuan, down 9% year-on-year, primarily due to a decrease in content supply compared to the previous year [3] - Online advertising service revenue and content distribution revenue were 1.27 billion yuan and 437 million yuan, respectively, reflecting year-on-year declines of 13% and 37% [3] Content and Market Trends - iQIYI launched several long dramas in Q2, with only "Ling Jiang Xian" achieving a popularity score above 10,000 [4] - The company's revenue cost decreased by 7% year-on-year to 5.29 billion yuan, with content costs at 3.78 billion yuan, down 8% year-on-year due to reduced content supply [4] - The rural drama "Sheng Wan Wu" is currently popular, achieving high ratings and contributing to the company's content strategy [4][5] Strategic Developments - iQIYI is reportedly seeking a secondary listing in Hong Kong, aiming to raise between 200 million to 300 million USD to enhance its financing capabilities [6] - The recent policy changes from the National Radio and Television Administration are seen as beneficial for the industry, potentially improving content supply and operational efficiency for iQIYI [7] Future Outlook - iQIYI plans to focus on high-commercial-value dramas and explore opportunities in micro-dramas and IP derivatives to attract more users [8] - The company aims to enhance its content production capabilities and improve its financial health through strategic initiatives and potential new revenue streams [8]

Core Insights - iQIYI reported a total revenue of 6.63 billion RMB for Q2 2025, representing an 11% year-over-year decline, with a net loss of 133.7 million RMB compared to a net profit of 68.7 million RMB in the same period of 2024 [2][4] - The company experienced a decline in its main revenue streams, with membership services revenue at 4.09 billion RMB (down 9%), online advertising services at 1.27 billion RMB (down 13%), and content distribution revenue at 436.6 million RMB (down 37%) [2][4] - The only revenue segment that saw growth was "other income," which reached 829.3 million RMB, a 6% increase year-over-year [2][4] Revenue Breakdown - Membership services revenue decreased to 4.09 billion RMB, down from 4.49 billion RMB in Q2 2024 [4] - Online advertising services revenue fell to 1.27 billion RMB, down from 1.46 billion RMB in Q2 2024 [4] - Content distribution revenue dropped to 436.6 million RMB, down from 698.2 million RMB in Q2 2024 [4] - Other income remained stable at 829.3 million RMB, compared to 783.9 million RMB in Q2 2024 [4] Cost Analysis - Total costs for Q2 2025 were 5.29 billion RMB, a 7% decrease year-over-year [4] - Content costs, the largest component, were 3.78 billion RMB, down 8% [4] - Selling, general, and administrative expenses were 959.6 million RMB, down 1% [4] - Research and development expenses were 421.9 million RMB, down 6% [4] Content Strategy - The company has struggled to produce significant hit content, which is crucial for driving membership revenue [5] - Recent releases included several historical dramas and suspense series, with mixed reception [5] - Notable upcoming content includes the highly anticipated drama "生万物," starring popular actress Yang Mi, which has generated significant buzz on social media [5] Growth Initiatives - iQIYI is focusing on innovation and investment in key growth areas such as AI applications, micro-dramas, experiential business, and overseas markets [7] - The company has launched several self-produced micro-dramas, achieving record viewership [7] - iQIYI is expanding its international presence, with plans to release original content in Indonesia and Malaysia, and is exploring opportunities in Thailand [7] Financial Position - As of June 30, 2025, iQIYI's cash balance totaled 5.06 billion RMB, down from 5.7 billion RMB at the end of the previous quarter [8]