Financial Performance - In Q2 2025, the company reported revenue of 6.63 billion yuan, a decline of over 10% year-on-year [2] - The net loss attributable to the company was 133.7 million yuan, compared to a net profit of 68.7 million yuan in the same period last year [2] - Non-GAAP operating profit was 58.7 million yuan, with a Non-GAAP net profit of 14.7 million yuan, marking the 14th consecutive quarter of Non-GAAP operating profitability [2] - Revenue from membership services was 4.09 billion yuan, online advertising revenue was 1.27 billion yuan, content distribution revenue was 440 million yuan, and other revenue was 830 million yuan [2] - Compared to Q2 2024, total revenue was 7.4 billion yuan, with membership services at 4.5 billion yuan, online advertising at 1.5 billion yuan, content distribution at 700 million yuan, and other revenue at 780 million yuan, indicating a decline in all categories except for other revenue [2] Content Strategy and Innovation - The CEO highlighted the launch of a series of popular content during Q2, with the company's drama market share ranking first [3] - The company is focusing on innovation, investing in AI applications, micro-dramas, experiential business, and overseas markets to drive sustainable long-term growth [3] - The company released over 10 films in Q2, maintaining the industry’s highest market share for 14 consecutive quarters, with notable box office success for films like "Capturing the Wind" [3] - Upcoming high-quality content includes new series and micro-dramas, aiming to enhance user engagement through more compact and exciting viewing experiences [4] AI and International Growth - The company is leveraging AI to improve business operations, with a 20% increase in click-through rates for AI-enabled video ads compared to non-AI materials [4] - International membership revenue and scale have seen continuous growth for eight consecutive quarters, with a 35% year-on-year increase in membership revenue [5] - The overseas micro-drama business is also performing well, becoming the second-largest membership attraction in markets like Indonesia, South Korea, and Brazil [5] New Business Ventures - The company is exploring various new business types, with self-operated film card GMV exceeding 100 million yuan in the first half of the year [5] - Two amusement parks are being prepared in Yangzhou and Kaifeng, indicating a diversification of business operations beyond content [5]

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].