• By Yogita Tripathi
  • 30 Mar, 2026
  • Uncategorized

Streaming Giant iQIYI Goes All-In on Micro Dramas

In a decisive response to shifting viewer preferences, Chinese streaming giant iQIYI is embracing ‘industrialised mini-dramas’ to cater to the surging demand for short-form content across East Asia. As reported by C21Media, the company has launched several initiatives aimed at producing mobile-optimised vertical content, featuring episodes that range from one to three minutes across various genres. This strategic pivot not only signals a lucrative opportunity for iQIYI but also highlights the broader trend of viewer migration towards concise and easily digestible content.

The Thousand Mini Dramas Initiative is a cornerstone of this strategy, reflecting iQIYI’s commitment to enhancing its mini-drama portfolio. With over 10,000 titles now available, iQIYI dominates this rapidly growing segment, capturing a remarkable 95% share of viewership. The popularity of this format cannot be understated, demonstrated by the short-form content’s ability to generate over ¥1 million (approximately US$140,000) in revenue-sharing income within a single month—December alone.

CEO Yu Gong’s focus on respecting the creative process and truly understanding audience preferences is crucial as iQIYI navigates this increasingly competitive environment. His insights emphasize that creators must deliver premium content that resonates with viewers, a sentiment that aligns with the general thrust of the market. The mini-drama phenomenon underscores an industry-wide recognition that traditional, longer-form storytelling may not satisfy contemporary audiences who demand quick and engaging narratives.

As media consumption habits evolve, particularly among younger demographics who favor mobile platforms, the shift towards shorter, more accessible content is gaining traction. This trend is reflective of a broader cultural shift, where immediacy and engagement outweigh narratives requiring extensive commitment.

The implications of iQIYI’s initiatives are profound for the vertical short-form drama industry. By establishing an extensive library of mini-dramas, the platform sets a precedent for other content creators and distributors, encouraging them to explore similar formats. Moreover, as audiences increasingly favor brevity, the demand for high-quality, short-form stories is likely to escalate, leading to an invigorated creative landscape where innovation thrives.

Ultimately, iQIYI’s move signals a pivotal transformation within the industry, as the vertical mini-drama format becomes a dominant force in capturing the attention of mobile viewers. The success of such initiatives not only validates audience preferences but also establishes a new standard for content production that could shape the future dynamics of the entire entertainment ecosystem. As the industry adapts to this paradigm shift, stakeholders must remain agile in their creative approaches, prioritizing the delivery of engaging stories that speak directly to the needs of modern viewers.

Source: C21Media