Multi-dimensional IP development and new partnerships
At the conference, iQIYI showcased its strategic focus on cultivating IPs through various approaches, such as partnerships, seasonal releases, and integrative experiences.
The platform announced it has formed a partnership with Stephen Chow's Bingo Group to produce innovative content that spans formats and genres surrounding popular IPs.
iQIYI also emphasized its dedication to developing IPs through seasonal releases, both in dramas and variety shows, by announcing several highly anticipated dramas like Ordinary Greatness 2 and The Fearless 2, as well as new seasons of popular variety IPs such as Hi! Young Farmers 2024, The Rap of China 2024, and The Detectives' Adventures Season 4. Additionally, it introduced new original shows like Burning Moon and My Zone.
In addition to the popular dramas and variety shows, iQIYI also plans to release 29 thrilling films, while accelerating the creation of Chinese animation and enriching its library of children's IPs. Furthermore, sports enthusiasts will be captivated by iQIYI's impressive lineup, featuring prestigious global events such as the 2024 UEFA European Championship, the Premier League, the UEFA Champions League, and prominent golf and tennis Grand Slam tournaments.
As part of its evolving IP development strategy, the platform aims to craft more interactive and immersive experiences that seamlessly integrate various content formats, such as drama series, variety shows, and animations. By extending these experiences into physical parks and VR immersive theaters, iQIYI seeks to enrich the value of its IPs and foster deeper viewer engagement across a diverse range of platforms and touchpoints.
Senior vice president Wu Gang emphasized that premium IPs not only help brands enhance recognition but also foster growth across economic cycles. With its premium content offerings and valuable user base, iQIYI has integrated marketing efforts across content, social, and consumption domains, enabling brands at various stages of development to capitalize on its platform's strengths.
