iQIYI says it is positioned to benefit from a shift toward big-screen viewing, which it describes as an increasingly important destination for long-form video. The company said the big screen's audio-visual quality, immersion and shared family viewing make it a better fit for premium long-form content, and that its big-screen business has become a growing driver of user scale, engagement and monetization.
Market figures cited in the release point in the same direction. The global connected TV market is projected to reach USD 260.56 billion in 2026 and to expand at a 6.03% compound annual rate through 2032, with Asia-Pacific accounting for about 45% of demand, according to MarkNtel Advisors. Nielsen's May 2026 Gauge report put streaming at 48.6% of total US television watch time, with YouTube at 13.8% and Netflix at 8.0%. Nielsen also found that Netflix's share of viewing on TV screens in Poland rose from 83% in May to 86% in June 2026.
On audience scale, QuestMobile counted 302 million active smart TV devices in China in June 2026, up 12.04 million year over year. QIYIGuo TV, iQIYI's smart TV application, led the market at 141 million monthly active devices and recorded 50.42 million daily active devices in June, slightly ahead of the 45.14 million daily active users on the iQIYI mobile app. Gozen Data puts the average smart TV at 2.6 viewers, which the release says implies iQIYI's big-screen content reaches roughly 130 million individual viewers a day, nearly three times its mobile daily active users.
Viewing time is longer on that screen, per Gozen Data: iQIYI TV users averaged 256 minutes of daily viewing in August, 13 minutes more than the previous month and the third consecutive monthly increase. iiMedia Research ranked QIYIGuo TV first among consumers' preferred TV video subscription services in 2026, with a 32.45% share.
On content, three iQIYI dramas passed the platform's content popularity index of 10,000 this year: "The Punishment," "Born with Luck" and "Pursuit of Jade." Among summer releases, the platform accounted for seven of the 15 dramas rated S+ across all platforms by Enlightent, all seven streaming exclusively on iQIYI. In July it premiered "Mystic Tales: The Spider Lady's Vendetta," which it describes as China's first AIGC internet feature film released under an Internet Drama and Film Distribution License, followed by two films in "The Ferry Man" AIGC series that took more than RMB 6 million in revenue-sharing box office in their first 10 days after an August 22 debut.