iQIYI International posted a 130% year-on-year viewership jump in H1 2026, driven by premium Chinese dramas and fast-paced micro dramas. "Pursuit of Jade" led all content categories.
iQIYI International posted a 130% year-on-year jump in total viewership during the first half of 2026, driven by a dual-engine strategy pairing premium long-form Chinese dramas with fast-paced micro dramas. The company released its Global Trending Content report on July 9, showing that all 10 titles in its top Chinese drama chart were self-produced, spanning historical epics, contemporary romance, and coming-of-age narratives.
"Pursuit of Jade" ranked first across all content categories on the platform and has been the most-searched Chinese historical drama on Google globally since 2025, according to the report. Three titles from iQIYI International's 2025 annual top 10 – "Fated Hearts," "The Best Thing," and "Speed and Love" – returned to the chart, reflecting sustained long-tail demand for premium content.
Micro dramas are becoming a primary entry point for international audiences discovering Chinese content. Their high emotional intensity, rapid pacing, and mobile-first format fit fragmented viewing habits. Contemporary romance, female empowerment, and class-reversal storylines dominate the top 10 micro dramas. "Midnight Temptation" ranked as the top micro drama globally, driven by its narrative of female growth and the pursuit of equal respect.
The localization layer
Subtitles across 13 languages, high-quality dubbing, and the "iQIYI Starship Project" fan engagement initiative have deepened audience reach across key markets. In Thailand, seven Chinese dramas with Thai-language dubbing entered the local top 10. The Starship Project brought cast members to Thailand, Malaysia, and beyond for fan events that directly boosted local viewership.
In East Asia, micro dramas now account for half of the top 10 trending titles in Japan and South Korea. Audiences there show a strong appetite for fast-paced, high-density storytelling. In Latin America, expanded Spanish and Portuguese dubbing has opened Asian content to a wider audience. In the Middle East, realism and military-themed premium dramas continue to lead, reflecting a taste for high-stakes, emotionally grounded narratives.
The content mix
Beyond dramas, iQIYI International offers Asian animation, films, and variety shows. A rich mix of productions from Thailand, South Korea, Japan, Malaysia, Indonesia, and beyond has broadened the platform's appeal. The company positions itself as a destination for global audiences seeking diverse Asian popular culture.
Viewership data reveals distinct content preferences across regions. Southeast Asia continues to show strong demand for premium Chinese dramas and localized content. East Asian audiences are increasingly drawn to micro dramas. In the Middle East and Latin America, premium long-form dramas remain highly appealing, with localization playing an important role in expanding audience reach.
The H1 2026 report gives users and partners a clear view of what is gaining traction worldwide. iQIYI International says it is committed to becoming a home for beloved Asian content, delivering richer, more immersive experiences that carry genuine emotional and cultural resonance for global audiences.
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