iQIYI Capitalizes on Growing Big-Screen Viewing Trend

BEIJING, Sept. 17, 2026 /CourierPR/ -- iQIYI, China's leading online entertainment platform, is capitalizing on the growing trend toward big-screen viewing, as the big screen increasingly becomes a key destination for long-form video consumption. This shift is part of a broader global trend, with the worldwide Connected TV (CTV) market projected to reach USD 260.56 billion in 2026 and expand at a 6.03% Compound Annual Growth Rate (CAGR) through 2032, with the Asia-Pacific region accounting for approximately 45% of total demand, according to MarkNtel Advisors.

In the United States, streaming accounted for 48.6% of total TV watch time in May 2026, with YouTube representing 13.8% and Netflix at 8.0%, according to Nielsen's monthly "The Gauge" report. This trend is also visible across other markets. In Poland, for example, Nielsen found that Netflix's share of viewing on TV screens rose from 83% in May to 86% in June 2026, reflecting a broader trend of digital platforms strengthening their presence on the household's largest screen.

iQIYI is well-positioned to benefit from this shift. The company's smart TV application, QIYIGuo TV, led the market with 141 million monthly active devices, according to the release. In June 2026, smart TV devices reached 302 million in China, up 12.04 million year-over-year, with over-the-top (OTT) monthly active devices continuing to grow. QIYIGuo TV recorded 50.42 million daily active devices in June 2026, slightly ahead of the 45.14 million daily active users on the iQIYI mobile app. Each smart TV averages 2.6 viewers, implying that iQIYI's big-screen content reaches approximately 130 million individual viewers daily, nearly three times its mobile daily active users (DAU).

The big screen's natural advantages, audio-visual quality, immersion, and shared family viewing, make it a more fitting home for premium long-form content. iQIYI TV users averaged 256 minutes of daily viewing in August, up 13 minutes from the prior month and growing for three consecutive months. This engagement translates into a willingness to pay. According to iiMedia Research, a leading new-economy research and data analytics firm in China, QIYIGuo TV ranked first among consumers' preferred TV video subscription services in 2026, with a 32.45% share. Paying habits on the big screen are well established, providing a solid foundation for monetization.

This year, iQIYI has produced three dramas surpassing its content popularity index of 10,000, a measure of audience engagement on the platform and a milestone typically associated with nationwide hit titles, including "The Punishment," "Born with Luck," and "Pursuit of Jade." Among this summer's new releases, iQIYI accounted for seven of the 15 dramas rated S+ across all platforms by Enlightent, a leading Chinese entertainment data provider, with all seven exclusively streamed on the platform.

Beyond content investment, iQIYI is driving efficiency through AI while expanding the possibilities of AI-powered storytelling.

From a strong content slate to AI-driven efficiency, iQIYI is amplifying user value on the big screen through streamlined production and a more open, diverse content supply. As big-screen viewing continues its resurgence, iQIYI is well-positioned to capture the trend and reinforce its standing as a leading destination for long-form video in China.