iQIYI, Inc. ( IQ ) saw its shares rise in premarket trading on Friday following the release of its viewership data and content trends for the Chinese New Year holiday period, spanning from January 28 to February 4.

The company said that the platform’s performance was driven by the popularity of classic IPs, including blockbuster films, which fueled a surge in online viewership and overall platform engagement.

In addition, increasing content diversity, such as long-form videos and mini-dramas, captivated audiences, highlighting evolving content preferences.

According to Benzinga Pro, IQ stock has lost over 32% in the past year.

Variety shows played a significant role, with iQIYI’s variety show channel seeing the highest viewing time during the holiday.

The 2025 Spring Festival Gala, produced by China Media Group, maintained its top position in the variety show rankings.

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iQIYI International experienced a 135% year-on-year increase in average viewing time per user for the global livestream. The platform’s original variety shows also gained strong traction, such as the travel-themed “The Blooming Journey” and comedy hits like “The King of Stand-Up Comedy” and “Super Sketch Show.”

Premium dramas also resonated with viewers, with series like The White Olive Tree, Moonlight Mystique, and Unbreakable 2 dominating content rankings. Notably, Unbreakable 2 sparked renewed interest in its predecessor, leading to a boost in Season 1’s viewership.

Mini-dramas also gained popularity, with over 70% of their audience aged 35 and below, the company said.

Sequel films, such as Ne Zha 2 and Legends of the Condor Heroes: The Gallants, drove strong viewership for earlier related films and content. iQIYI also saw a boost in animation and kids’ content, including How Dare You!?, PAW Patrol, and Peppa Pig.

Engagement was enhanced through interactive features, including a 118% year-on-year increase in bullet comments and AI-powered chats with fictional characters.

The launch of VR immersive theater experiences also saw significant growth, with a 206% increase in visitor numbers, contributing to the platform’s successful holiday period.

Price Action: IQ shares are trading higher by 2.58% to $2.39 premarket at last check Friday.

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