www.tnsmi-cmag.com – iQIYI International is entering 2025 with a bold statement: Asian storytelling is no longer a niche, it is a driving force in global streaming. On January 20 in Beijing, the international version of China’s leading online entertainment platform unveiled its 2025 Global Trending Content lineup after reporting a stunning 114.5% year-on-year increase in global views. For media executives, advertisers, and content strategists, this surge is not just a corporate milestone—it is a signal of where audience demand is heading next.

iQIYI International and the New Era of Global Streaming

In less than a decade, iQIYI International has evolved from a regional OTT extension into a serious competitor in the increasingly crowded global streaming market. While the company has not disclosed all details of its 2025 Global Trending Content slate publicly, the messaging is clear: Asian narratives, formats, and talent are capturing international attention at record speed.

This momentum is part of a broader shift in entertainment consumption. Global subscribers are no longer satisfied with a handful of English-language tentpoles. Instead, they expect authentic, well-produced stories from Asia, spanning genres such as romance, fantasy, suspense, variety, and reality. That expectation is reshaping programming decisions worldwide—from Los Angeles to London to Jakarta.

For context, the global video streaming market surpassed USD 500 billion in value in recent years, according to multiple industry estimates, with platforms from Netflix and Disney+ to regional champions like iQIYI, Viu, and Hotstar competing intensely for time, loyalty, and subscription revenue. In this landscape, a 114.5% year-on-year increase in global views is more than a healthy uptick; it is evidence that platform positioning and content strategy are resonating powerfully with audiences.

7 Powerful Trends Driving iQIYI International’s 2025 Strategy

Based on the announcement, industry data, and current viewing patterns, we can identify seven core trends that are likely driving iQIYI International’s performance and shaping its 2025 Global Trending Content roadmap.

1. iQIYI International and the Rise of Asian Storytelling as a Global Mainstream

For years, observers framed Asian drama, anime, and variety as “emerging” categories. That label is now outdated. The success of Korean dramas, Japanese anime, Thai BL series, and Chinese costume epics has shown that language and geography are no longer barriers to entry. Platforms such as iQIYI have capitalized on this shift by investing in highly serialized, emotionally rich storytelling tailored both to domestic tastes and international curiosity.

iQIYI International sits at the intersection of these trends. Its catalog leans heavily on Chinese-language originals and licensed Asian content, but the performance of that content outside mainland China suggests a more fundamental realignment. As subtitles and dubbing become standard, and as recommendation algorithms learn cross-cultural taste profiles, Asian storytelling increasingly competes on equal footing with Hollywood. The 2025 lineup is positioned to amplify this momentum.

2. Data-Driven Programming and the Power of Viewing Analytics

The 114.5% year-on-year growth in global views implies more than organic word-of-mouth. It hints at a sophisticated, data-driven programming strategy. Platforms like iQIYI International track completion rates, rewatch behavior, genre affinities, and even time-of-day viewing patterns to inform commissioning and scheduling decisions.

By analyzing cross-market viewing data—such as which Chinese dramas perform better in Southeast Asia versus North America—iQIYI can prioritize shows with “global local” appeal: rooted in specific cultural contexts yet emotionally universal. This mirrors strategies used by leading global platforms, but with a sharper focus on Asian creative ecosystems and cross-border co-productions.

3. Genre Diversification within Asian Narratives

Asian content is not monolithic. One of the often-overlooked reasons behind the growth of iQIYI International is the platform’s genre diversity. From historical epics and sweet youth romances to modern workplace dramas and supernatural thrillers, the platform builds verticals that encourage binge-watching.

• Premium Dramas: Long-form series with high production values that reward emotional investment.
• Short-Form & Mobile-First: Bite-sized episodes optimized for commuter and mobile viewing.
• Reality & Variety: Talent shows, dating formats, and competition series with translatable concepts.

This breadth allows iQIYI International to segment audiences effectively. A thriller fan in Europe and a romance fan in Southeast Asia might never watch the same show, but they each find a deep catalog that feels tailored to their preferences.

4. Localization: Subtitles, Dubbing, and Cultural Bridge-Building

Contrary to outdated assumptions, audiences across many regions now embrace subtitles—and increasingly demand professional dubbing. Major streaming players, including Reuters-covered global tech and media leaders, have demonstrated how crucial localization is for audience growth.

iQIYI International has invested in multilingual subtitles and selective dubbing tracks to meet that expectation. These localization efforts do more than remove language barriers; they signal respect for local audiences and help position Asian content as an everyday choice rather than a niche hobby.

In addition, smarter localization goes beyond language to include marketing assets, localized trailers, regionally relevant artwork, and promotional partnerships. We should expect the 2025 Global Trending Content slate to be accompanied by tailored campaigns for Southeast Asia, the Middle East, Europe, and the Americas.

5. Platform UX, Discovery, and the Battle for Attention

In a world of infinite content, discovery has become as critical as production quality. iQIYI International’s user experience—its home screen layout, personalized recommendations, and trending rows—plays a central role in translating catalog strength into viewership.

Evidence of a 114.5% increase in global views suggests that the platform is improving its ability to surface the right titles to the right users. Algorithmic curation, human editorial picks, and seasonal collections (for example, Lunar New Year, summer romance, or Halloween thrillers) make the library feel dynamic rather than static.

For digital strategists and SEO professionals, this mirrors what we see in search and social: relevance, recency, and engagement signals all feed into what users see next. Streaming platforms are essentially building their own internal search engines. The more intelligently iQIYI International ranks and promotes titles, the more watch-time it captures.

6. Monetization: Freemium, Advertising, and ARPU Expansion

While the announcement emphasizes view growth, the underlying strategic question is revenue. Platforms like iQIYI International typically balance subscription tiers with advertising-supported options to maximize reach and average revenue per user (ARPU).

As global views rise, ad inventory expands. This makes the platform more attractive for brands targeting young, digital-native audiences who consume Asian content regularly. We are likely to see deeper integration of:

• Programmatic and direct digital video advertising across international inventory.
• Brand integrations and product placements inside original series.
• Premium ad-free tiers for high-value markets seeking an elevated viewing experience.

For advertising planners, the 2025 Global Trending Content slate offers a roadmap for where audience spikes may occur across genres and geographies. Positioning media buys around those releases could unlock higher engagement and brand lift.

7. Competitive Positioning Against Global and Regional Rivals

Streaming is now a global contest. iQIYI International does not compete in a vacuum; it faces Hollywood-backed platforms, regional rivals, and fast-growing niche services. However, its advantage lies in deep roots in China’s production ecosystem and an increasingly robust international distribution footprint.

For example, co-licensing and co-production deals allow iQIYI content to appear on partner platforms while still funneling traffic and brand recognition back to iQIYI International. As more viewers discover Chinese and broader Asian shows via secondary channels, a portion of them convert into direct international app or web users.

This hybrid model—combining proprietary platform growth with multi-channel distribution—is emerging as a sustainable way to manage costs and amplify reach. It mirrors what we have seen with other content powerhouses that use both owned platforms and third-party syndication to expand their global footprint.

What 114.5% Global View Growth Reveals About Audience Behavior

The standout statistic in the announcement is the 114.5% year-on-year increase in global views on iQIYI International. While the base figure is not public, the growth rate alone carries several implications.

iQIYI International and Shifting Consumption Patterns

First, it suggests that a critical mass of users outside China are moving from casual sampling of Asian content to sustained engagement. This aligns with broader research showing that once international viewers complete one high-quality Asian drama, their likelihood of watching more from the same region rises sharply.

Second, it likely reflects improved retention and reactivation strategies. Push notifications, fresh seasons of popular IPs, and staggered release schedules encourage repeat visits. If users are returning weekly—or even daily—to iQIYI International, view counts naturally accelerate.

Third, mobile-first growth in emerging markets plays a major role. Affordable smartphones and data plans have opened access to streaming, and Asian content is often more culturally proximate, linguistically relevant, or socially aspirational for these audiences compared with Western shows.

Implications for Global Media, Creators, and Marketers

The trajectory of iQIYI International holds important lessons for other stakeholders across the media value chain.

For Competing Platforms

Global and regional streamers must assume that Asian content will continue to command significant screen time. Strategic responses may include:

• Investing in local co-productions with Asian studios.
• Strengthening acquisition teams focused on Chinese, Korean, Japanese, and Southeast Asian titles.
• Enhancing localization teams to move faster on subtitles, dubbing, and regional campaigns.

Some will partner with iQIYI International for rights-sharing; others will attempt to outbid and out-position it in key markets.

For Producers and Talent

Writers, directors, and actors across Asia are seeing an expanded path to international recognition. A series that debuts on iQIYI’s domestic platform can find a global second life via iQIYI International, unlocking extended revenue windows and fan communities. This dynamic encourages higher production standards and more ambitious storytelling.

Producers outside Asia should also pay attention. Co-developing content that blends Asian and Western sensibilities could find a natural home on the platform, particularly if it aligns with trending 2025 themes such as youth, technology, social change, and cross-border romance.

For Brands and Agencies

Brands looking to reach Gen Z and young millennials now have another serious channel to consider. As iQIYI International increases its share of viewing minutes, advertisers who ignore it risk missing highly engaged, often affluent digital natives.

Strategically, this means:

• Testing ad buys around tentpole releases in the 2025 Global Trending Content lineup.
• Exploring branded content or sponsorships within reality and variety formats.
• Aligning campaign messaging with themes prominent in Asian storytelling—family, ambition, loyalty, innovation—without resorting to stereotypes.

Readers interested in broader digital transformation themes can explore coverage in our Technology section, where we regularly track how platforms and content ecosystems evolve.

Strategic Outlook: How iQIYI International Could Shape 2025 and Beyond

The unveiling of the 2025 Global Trending Content slate is as much a strategic positioning exercise as it is a programming announcement. By framing Asian storytelling as the core engine of global engagement, iQIYI International is sending a clear message to investors, partners, and consumers: this is not a side business; it is a central pillar of the company’s international growth roadmap.

Looking ahead, several developments are likely:

• Deeper regional personalization of the app experience, with tailored carousels for each major market.
• Cross-platform storytelling, including webtoons, novels, and interactive spin-offs feeding into flagship series.
• More robust brand collaborations as advertisers seek safe, premium environments to associate with aspirational Asian content.

For continued analysis of Asian media strategy, readers can also follow our insights in Business, where we dissect how platforms balance growth, monetization, and content investment.

Conclusion: Why iQIYI International Matters in the Global Media Equation

As 2025 begins, iQIYI International stands as one of the clearest indicators that global entertainment demand is broadening beyond traditional Western pipelines. The platform’s reported 114.5% year-on-year increase in global views underscores a structural shift: audiences across continents are embracing Asian storytelling not as an occasional curiosity, but as a regular, even preferred, choice.

For executives navigating the next phase of streaming competition, the lesson is straightforward. Platforms that combine strong regional identities, disciplined data use, robust localization, and thoughtful monetization are positioned to grow, even in a saturated market. iQIYI International has demonstrated how that formula can work when anchored in a clear content proposition. As its 2025 Global Trending Content slate rolls out, the rest of the industry will be watching closely—and, in many cases, following its lead.