LayarHijau.com – Leading streaming platform iQIYI is doubling down on the short drama market. In its latest move, the company has rebranded its iQIYI Express app and relaunched it under the name iQIYI Micro-Drama, a dedicated app designed specifically for micro-dramas optimized for mobile users. The app is now only available in China.
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The app offers a fast and convenient viewing experience in a vertical format, with each episode lasting only 1 to 5 minutes. This aligns with the rapidly growing trend among younger audiences who prefer short, yet engaging content.
In a recent press conference, Wang Xiaohui, Chief Content Officer at iQIYI, stated that the keyword for the company’s content strategy in 2025 is “short” — referring to episode length, total number of episodes, and even overall film duration. “We see a growing demand for tighter, more concise, and efficient storytelling in today’s era,” Wang said, as reported by China Daily.
As part of the launch, iQIYI also introduced two new content initiatives: Micro-Drama Theater and Short-Drama Theater.
Micro-Drama Theater will feature two new titles every week, using a vertical format with ultra-short episodes.
Meanwhile, Short-Drama Theater will release one new title per week, with episodes ranging from 5 to 20 minutes in a horizontal format that more closely resembles conventional dramas.
While it has yet to be confirmed whether these initiatives will be exclusive to the Micro-Drama app or also available on the main iQIYI platform, it’s clear that the company is strengthening its presence in the mobile-first content landscape.
With this launch, iQIYI aims to compete more aggressively with other platforms like Douyin and Kuaishou, which are also expanding into the short drama space.
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