iQIYI Shifts Focus to Big-Screen Dominance in China

The scale of this transition is supported by hardware adoption, with active smart TV devices in China reaching 302 million as of June 2026. The platform’s dedicated application, QIYIGuo TV, anchors this ecosystem with 141 million monthly active devices. Unlike mobile consumption, which is inherently solitary, television viewing averages 2.6 viewers per screen, effectively tripling the reach of iQIYI’s mobile daily active users.

Engagement metrics reflect this shift toward deeper, longer-form consumption. In August, users spent an average of 256 minutes daily on the TV application, marking three consecutive months of growth. This stickiness correlates with a strong willingness to pay; iiMedia Research data places QIYIGuo TV at the top of the Chinese market with a 32.45% preference share among subscription services.

To sustain this momentum, the platform is pairing high-budget dramas with AI-driven production. Hits like The Punishment and Pursuit of Jade have reinforced its library, while experimental projects such as Mystic Tales: The Spider Lady's Vendetta serve as early tests for AIGC-produced features. By integrating AI efficiencies with premium content, the company is positioning itself to capture a larger share of the global move toward Connected TV, a sector projected to reach USD 260.56 billion by 2026.