iQIYI's 'Extra Large Font' Function: A Strategic Move for Senior User Engagement

iQIYI, a leading online entertainment video service provider in China, has recently introduced the 'Extra Large Font' function on its app to enhance accessibility for senior users. This strategic move is a testament to the company's commitment to catering to the evolving needs of its user base, particularly the growing senior demographic. By offering enlarged text size options, simplified poster layouts, prominent voice search, and streamlined navigation, iQIYI aims to improve user experience and account security for its older users.

The introduction of the 'Extra Large Font' function builds on iQIYI's previous accessibility initiatives, such as the 'Senior Mode' launched in December 2021. This feature, along with the launch of the Standard VIP Family and Friends Membership service, offers discounted additional accounts for family members, further boosting subscription revenue. Additionally, the development of specialized content formats like 'Micro-Drama Theater' and 'Short-Drama Theater' signals market segment expansion, catering to users seeking shorter, more digestible content.

The 'Extra Large Font' function is a strategic move that aligns with iQIYI's overall accessibility strategy. By focusing on the needs of the senior demographic, the company can potentially expand its user base and increase subscription revenue through family accounts. This initiative, coupled with the launch of the Standard VIP Family and Friends Membership service, can drive user engagement and retention, ultimately boosting iQIYI's market position.

The introduction of the 'Extra Large Font' function is expected to have a positive impact on user satisfaction and net promoter scores (NPS) among senior users. By addressing specific challenges faced by this demographic, iQIYI can attract and retain more senior users, contributing to the growth of its user base in this segment. As the senior population grows, iQIYI's accessibility features could become a competitive advantage, solidifying its position in the market.

In conclusion, iQIYI's 'Extra Large Font' function is a strategic move that demonstrates the company's commitment to catering to the needs of the senior demographic. By offering a more user-friendly platform, iQIYI can attract and retain more senior users, driving long-term growth and market share in this segment. As the company continues to innovate and adapt to the evolving needs of its users, it is likely to see increased user retention and loyalty, ultimately driving long-term growth and sustainability.