iQIYI's revenue streams continue to diversify as hit dance
show's IP attracts attention of leading consumer companies
BEIJING, June 13, 2018 /PRNewswire/ -- iQIYI
Inc. (NASDAQ: IQ) ("iQIYI" or the "Company"), an
innovative market-leading online entertainment service
in China, announced that its street dance-themed competition
show "Hot-Blood Dance Crew" has broken advertising revenue records
across the online entertainment industry.
The show has been one of this year's most followed and discussed
Chinese programs, attracting more than 1.8 billion views as the
final episode was shown on iQIYI's platform last weekend, with
topics relating to the show on Chinese microblogging site Sina
Weibo receiving over 20 billion views.
iQIYI's innovative business model strives to maximize revenue
streams from all video content hosted on its platform and
"Hot-Blood Dance Crew" is no exception. Based on the roaring
success of last year's iQIYI-produced "The Rap of China", "Hot-Blood Dance Crew" proved highly
attractive to brand sponsors with 11 major brands keen to gain
exposure through partnering with the show.
Sponsorships from top brands including Vivo, Pepsi, Head and
Shoulders, Snow Beer, Stride Sugar Free Gum, Dongfeng Nissan, JD.com, Weibo Stories, QQ
Dazzle Dance, Baidu's Umoney and QQ Music resulted in net
advertising revenue of 650 million
RMB, setting new industry records for total sponsorship
received, total number of sponsors and fastest selling
advertisement spots on an online variety show in China.
Aside from the sheer scale of the show's promotional revenue, of
particular note is the engaging manner in which adverts are
integrated into the content itself. Over the years, iQIYI has
emphasized the principle that "Advertising is content, and content
is advertising." This forward-thinking model sees adverts not as an
annoying interruption to viewers' entertainment, but as an integral
part of the content, with the ability to add real entertainment
value. In "Hot-Blood Dance Crew" this is most clearly seen in the
show's "creative dance commercials", in which logos and products of
partner brands are seamlessly combined into short videos of
contestants' dance routines, subverting the conceptions of
traditional advertising.
(Click here to watch the creative dance commercial featuring dancer
Su Lianya)
In addition, the hit show has also boosted the commercial value
of its contestants, who were largely unknown before the show's
airing. So far, 17 street dancers have forged commercial
relationships with partner brands thanks to the popularity gained
from appearing on the program. Star contestant Su Lianya, known for
her 'vogue' style of dance, has signed advertising deals with five
brands.
The monetization of iQIYI's content is further maximized by the
company's focus on utilizing the intellectual property and
trademarks which underpin its original content. The success of "Hot
Blood Dance Crew" has enabled iQIYI to reach trademark license
agreements with 15 brands including Maybelline, Chow Tai Fook, New
Era, Asics Tiger and Casio. Through these agreements, the 'HBDC'
brand can now be seen across industries as varied as mobile games,
fashion and cosmetics, which both diversifies revenue streams and
increases the show's brand
awareness.
About iQIYI, Inc.
iQIYI, Inc. (NASDAQ:IQ) ("iQIYI" or the "Company") is an
innovative market-leading online entertainment service
in China. Its corporate DNA combines creative talent with
technology, fostering an environment for continuous innovation and
the production of blockbuster content. iQIYI's platform features
highly popular original content, as well as a comprehensive library
of other professionally-produced content, partner-generated content
and user-generated content. The Company distinguishes itself in the
online entertainment industry by its leading technology platform
powered by advanced AI, big data analytics and other core
proprietary technologies. iQIYI attracts a massive user base with
tremendous user engagement, and has developed a diversified
monetization model including membership services, online
advertising services, content distribution, live broadcasting,
online games, IP licensing, online literature and e-commerce etc.
For more information on iQIYI, please
visit http://ir.iqiyi.com.
View original content with
multimedia:http://www.prnewswire.com/news-releases/iqiyis-hot-blood-dance-crew-smashes-industry-records-for-total-advertising-revenue-300665479.html
SOURCE iQIYI, Inc.