National Day Holiday 2025: iQIYI Surging Viewership Signals Long-tail Value of IPs and Immersive Viewing Habits

BEIJING, Oct. 10, 2025 /PRNewswire/ -- On October 10, iQIYI, China's leading online entertainment platform, unveiled its viewership data for the 2025 National Day Holiday (October 1-8) this week, offering a compelling look into the rapidly evolving Chinese entertainment ecosystem. The data shows that from October 1 to 7, iQIYI recorded an 11.2% sequential increase in total viewing time compared to the pre-holiday period. Beyond this growth in engagement, the report also highlighted a more profound shift in viewer behavior, where instant access to premium blockbusters, enthusiasm for classic IPs, and the soaring popularity of diverse formats like bite-sized micro-dramas converge.

iQIYI's data also highlights a new, multi-dimensional content consumption model that combines online streaming, immersive offline experiences, and mobile, on-the-go viewing, signaling a future where entertainment is increasingly flexible, accessible, and culturally integrated.

Drama IP Longevity and Multi-Dimensional Engagement

The holiday period underscored the enduring power of high-quality drama IP. New titles like "Silent Honor" and "Fated Hearts" ignited a "chasing updates" craze, while classics such as "Ultimate Note", "Nirvana in Fire" , and "Journey to the West" became holiday favorites thanks to iQIYI's strategic limited free access campaign, which boosted non-member watch time by 21% sequentially.

A standout example is the series "Strange Tales of Tang Dynasty II To the West", which not only garnered top viewing times but also expanded its cultural footprint through an immersive offline theater experience that saw a remarkable 383.6% increase sequentially in visitor numbers during the holiday's first week（October 1-7）. This illustrates how IP is increasingly cultivated across multiple channels and generations, turning streaming hits into broader cultural phenomena.

Streaming and Cinema: Providing Flexible Viewing Experiences

iQIYI's movie channel saw a nearly 40% sequential increase in viewing time during the holiday week, driven by the online release of multiple theatrical blockbusters. Leading the charts was "The Lychee Road", with an impressive content popularity index of 7,720, while the summer hit "Ne Zha 2" ranked in the top five by viewing time. This surge reflects audiences' growing expectation for instant access to premium cinematic experiences, anytime and on any device, enabled by the rise of streaming as the primary way to catch new releases and revisit favorites.

Supporting this trend is a dramatic 79.5% increase in in-car streaming time across all content genres during the holiday week. This broad uplift underscores a major shift in viewing habits: entertainment is no longer confined to fixed spaces like the living room but has become a constant companion throughout daily life and travel, reinforcing the "cinema anywhere" model that defines modern consumption.

Diversity and Micro-Dramas: Meeting Modern Viewing Habits

Viewership gains were broad-based. Variety shows like "The King of Stand-up Comedy 2" and "Her Prime" captivated audiences looking for relaxation and laughter, while animation witnessed a strong uplift, led by family favorites "Boonie Bears: The Lost Treasures" and the all-ages hit "One Piece".

Micro-drama theater continues to rapidly gain ground with 23 new titles over the holiday week. Diverse genres reflect the increasing demand for short-form, bite-sized storytelling tailored to fast-paced modern lifestyles.

Contact:
iQIYI Press, [email protected]

SOURCE iQIYI Inc.