02/04/2019   Orina Zhao
iQiYi’s content investment set to pass China’s top broadcasters

iQiYi, one of China’s three largest SVoD services spent RMB21.1bn ($3.13bn) on content in 2018, nearly matching the total content spend of China’s top six broadcaster groups. Content spend by the SVoD player has shot up since launch, increasing from just RMB46m ($6.8m) in 2011. Over the past eight years, iQiYi averaged a massive 152% growth in content spend a year. In contrast, China’s leading traditional TV broadcasters, which includes CCTV (the national TV broadcaster) and the top five regional broadcasters (Hunan, Zhejiang, Shanghai, Jiangsu and Beijing) have taken a comparatively conservative approach, with an average annual growth in content spend of 21% from 2011 to 2018. Combined, the broadcasters are expected to spend RMB25.5bn ($3.8bn) on content in 2018. At the current rate, iQiYi is likely to overtake the total content expenditure of the dominant six TV broadcasters within two years.

iQiYi’s massive content spend has been mainly used to purchase exclusives and produce original content. To date, iQiYi has produced around 250 original titles, with a focus on reality shows and TV series. Exclusive content now accounts for around 10% of iQiYi’s total catalogue, of which at least 700 titles are feature films. The Chinese SVoD market is expected to continue growing quickly and ensuring a plethora of high-quality content is the key factor for iQiYi to keep pace with its main SVoD competitors—Youku and Tencent Video. 


More Insights


02/12/2021  Rahul Patel
How SVoD platforms lead the internationalisation of popular content

29/11/2021  Ben McMurray
UEFA Europa Conference League: Is the new third tier of European football reaching a new audience?

24/11/2021  Annabel Yeomans
Amazon Prime Video continues to boost the English Premier League’s reach

22/11/2021  Henry Beckwith
Video Insight: SVoD original productions (2015-2021)

17/11/2021  Piers Harding-Rolls
Console sales Q3 2021: PS5 supply improves bringing it closer to Switch

15/11/2021  Henry Beckwith, Minal Modha
Video insight: Q3 2021 Consumer Trends

The Amp is our highly-acclaimed free weekly
round up of key industry news, delivered to
your inbox.
Sign up and be informed.