iQIYI Enters Short-Form Market with Undercurrent Theater Brand

The initiative mirrors the success of the company’s long-form Suspense Theater, stripping down the narrative scale to 10-to-25-minute episodes. While the format is compact, the platform emphasizes that the creative discipline remains rigorous. The debut lineup includes Dead of Winter, a crime drama set in a 1990s northeastern Chinese town, alongside two other projects, The VI Group of Fatal Case and The Murder Truth.

This move acknowledges a broader shift in domestic viewing habits where audiences increasingly gravitate toward high-quality, fast-paced storytelling. The company’s confidence in the sector follows the strong performance of Rose Finch, a folkloric investigation drama that held the top spot in the short-drama market for six consecutive days with a 44% viewership share. By leveraging its existing production expertise, iQIYI aims to establish a premium standard for short-form content that bridges the gap between traditional television and emerging mobile-first entertainment.