iQIYI's New Family Membership: Enhancing Subscription Flexibility and Premium Content Access

iQIYI, China's leading online entertainment platform, has introduced a new Standard VIP Family and Friends membership service, aiming to enhance subscription flexibility and premium content access. This innovative offering allows Standard VIP members to add an additional account at a discounted rate, providing full access to iQIYI's extensive content library and offering an affordable way for families and friends to enjoy premium content together.

Under this new offering, Standard VIP members can add an additional account for just RMB8 (US$1.1) per month, while the main account subscription is available for RMB25 (US$3.5), bringing the total cost for both accounts to RMB33 (US$4.6). This competitive pricing strategy positions iQIYI to attract price-sensitive consumers and potentially increase its market share.

The service ensures that each account operates independently, allowing users to have their own passwords, watch history, and tailored recommendations. This eliminates common frustrations from shared accounts, such as mismatched viewing progress. Each account supports login on up to five devices, ensuring that usage between the main and additional account remains entirely separate and uninterrupted. This multiple device support enhances user accessibility and convenience, catering to different viewing scenarios and facilitating content sharing among family members or friends.

As part of their VIP membership, subscribers enjoy exclusive benefits, including early access to highly anticipated drama series like Fangs of Fortune and blockbuster hits like To the Wonder. iQIYI continues to expand its content library to meet the diverse tastes and preferences of its members. Upcoming sequels to beloved IPs, such as the farming-themed variety show Become a Farmer and the period detective drama Strange Tales of Tang Dynasty, are already in the pipeline.

Beyond long-form content, VIP members also gain exclusive access to iQIYI's new 'Micro-Drama Theater' and 'Short-Drama Theater', which cater to the growing demand for concise and compelling storytelling. The 'Micro-Drama Theater' will feature mobile-optimized vertical dramas lasting between 1 and 5 minutes. Meanwhile, the 'Short-Drama Theater' will introduce titles featuring episodes that range from 5 to 20 minutes in length, presented in a horizontal format. These offerings complement iQIYI's catalog of long-form video content, further enriching the entertainment options for members.

iQIYI's new Standard VIP Family and Friends membership offers a cost-effective solution for families and friends to enjoy premium content together. However, implementing this plan may present several challenges. Managing multiple accounts with independent passwords, watch history, and recommendations could lead to customer support issues. iQIYI can address this by investing in robust customer support systems and providing clear instructions for account management. Ensuring that each account operates independently and supports login on up to five devices may require significant backend development. iQIYI can mitigate this by leveraging its existing infrastructure and partnering with device manufacturers to optimize compatibility. Offering exclusive content like 'Micro-Drama Theater' and 'Short-Drama Theater' may require content licensing negotiations and production costs. iQIYI can address this by diversifying its content library and negotiating favorable licensing agreements.

By proactively addressing these challenges, iQIYI can ensure a smooth rollout of its new family membership plan. The introduction of this service is a strategic move to boost subscriber growth and revenue, catering to the diverse viewing preferences and habits of different users within a group. With a continually expanding catalog, iQIYI remains committed to delivering high-quality content that resonates with its diverse audiences, ensuring a premium viewing experience for all members.