Core Viewpoint - iQIYI is solidifying its long-term competitiveness through diversified business layouts as competition in the long video industry intensifies [1][2]. Financial Performance - In Q2 2025, iQIYI reported total revenue of 6.63 billion RMB, with Non-GAAP operating profit of 58.7 million RMB and Non-GAAP net profit of 14.7 million RMB, maintaining Non-GAAP operating profitability for 14 consecutive quarters [1]. - Revenue breakdown includes membership services at 4.09 billion RMB, online advertising services at 1.27 billion RMB, content distribution at 440 million RMB, and other income at 830 million RMB, indicating a continuous optimization of revenue structure [1]. Content Strategy - iQIYI continues to lead in the long video sector, ensuring a stable output of high-quality content, with a total market share in drama series leading the industry for four consecutive quarters [4]. - Popular series such as "Linjiang Xian," "Chao Xue Lu," and "Sheng Wan Wu" have achieved high engagement, reinforcing iQIYI's advantage in female and realistic themes [4][7]. - The platform has also made significant strides in micro-drama content, with a daily average viewing time and unique visitors showing double-digit growth quarter-over-quarter [8][9]. IP Development - iQIYI's IP ecosystem is maturing, with a focus on monetizing IP through various channels, including merchandise and experiential offerings [12][14]. - The self-operated film card business achieved a GMV exceeding 100 million RMB in the first half of the year, with significant sales from titles like "Huai Shui Zhu Ting" and "Linjiang Xian" [15]. - The company aims to enhance its design and craftsmanship capabilities in the IP consumer goods market, which is projected to reach 35.1 billion RMB by 2027, with a compound annual growth rate of 25.4% [15]. International Expansion - iQIYI's international version has seen membership revenue and scale grow for eight consecutive quarters, with a 35% year-over-year increase in revenue [13]. - Key markets such as Brazil, Mexico, and Indonesia have reported over 80% year-over-year growth in membership revenue [13]. Experiential Business - iQIYI is expanding its offline experience business, including "Full Sensory Theaters" and "iQIYI Parks," which integrate IP experiences and merchandise sales [17][25]. - The company currently operates over 50 Full Sensory Theater locations across approximately 30 cities and plans to establish additional parks [25]. Future Outlook - By leveraging AI to enhance content production and activating IP monetization potential through experiential business, iQIYI aims to transition from a "traffic platform" to an "ecosystem platform" [26].

Core Viewpoint - iQIYI reported a total revenue of 6.63 billion yuan for Q2, a year-on-year decline of 11%, with 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] Revenue Breakdown - Membership service revenue was 4.09 billion yuan, down 9% year-on-year due to reduced content compared to the previous year [1] - Online advertising service revenue was 1.27 billion yuan, down 13% year-on-year, influenced by macroeconomic pressures on advertisers [1] - Content distribution revenue was 436.6 million yuan, down 37% year-on-year due to a decrease in barter and cash transactions [1] - Other revenue increased by 6% year-on-year to 829.3 million yuan [1] Cost Management - Revenue cost was 5.29 billion yuan, down 7% year-on-year [2] - Content cost was 3.78 billion yuan, down 8% year-on-year, attributed to a decrease in content supply [2] Policy Impact - The "Broadcasting 21 Articles" policy is expected to shorten the production and review cycle of content, enhance creative flexibility, and improve collaboration between internet video platforms and TV stations [2][3] - The policy aims to attract more talent and investment into content production, promoting healthy industry growth [2] Content Performance - iQIYI's self-produced dramas and micro-dramas performed well during the summer season, with several shows achieving high popularity ratings [4] - The box office for the film "Chasing the Wind" exceeded 300 million yuan, with projections suggesting total box office could surpass 1 billion yuan [4] IP Development - iQIYI is expanding its IP derivative business, including self-managed IP consumer products and offline experience businesses [6] - The company plans to establish more iQIYI parks, with 1-2 additional locations expected to be confirmed by the end of the year [6]