iQIYI Capitalizes on China's Big-Screen Viewing Trend as Long-Form Video Enters Next Chapter
Chinese streaming platform iQIYI is expanding its market share by focusing on big-screen viewing experiences for long-form content. Data indicates a global trend toward Connected TV (CTV) usage, with iQIYI leading in the Chinese smart TV market.
Why it matters
The shift toward big-screen streaming represents a significant evolution in digital media consumption habits and advertising monetization strategies.
BEIJING , Sept. 18, 2026 /PRNewswire/ -- iQIYI, China's leading online entertainment platform, is well positioned to capitalize on the growing trend toward big-screen viewing, as the big screen increasingly becomes a key destination for long-form video consumption.
Behind this trend is a rising bar for viewing experience. 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. As big-screen viewing continues to gain momentum, iQIYI's big-screen business has become an increasingly important driver of user scale, engagement, and monetization.
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