Going to Erbin to play in ice and snow, visiting temples and fairs in Xi'an... During the Spring Festival, the time of visiting relatives and friends, and family gatherings, has relieved a year of hard work and hard work. This relaxed and comfortable state is also reflected in the choice of cultural and entertainment consumption: watching variety shows, following popular dramas, and catching up on movies. If you haven't watched enough on weekdays, you need to make up for it during holidays.
According to data from iQiyi Data Research Center, the viewing time of iQiyi Variety Channel during the Spring Festival holiday has increased by 175% compared to before the festival. CCTV and local 23 channels have been continuously broadcasting the Spring Festival Gala, and the annual comedy competition has been "rolled over and over"; The viewing time on the movie channel has increased by 6% compared to before the Spring Festival, and action movies have become a dark horse in popularity; The currently popular TV drama "Traveling South and North" has also made viewers unable to stop, with user viewing time increasing by nearly 400% compared to before the holiday. Whether on the road or at home, the audience laughed, slowed down, and started moving in a variety of good content during the holiday.
During the Spring Festival, we must laugh out: the language programs of the Spring Festival Gala, which are "not allowed to be popular", have been "blocked and blocked"
The topic of "Xiao Ni's cards not matching" was discussed on various social media platforms during the Spring Festival. Watching the Spring Festival Gala is not only a ritual that is essential for the Spring Festival, but also a shared memory of the exciting programs and hot topics every year.
According to data from iQiyi Data Research Center, during the Spring Festival holiday, "2024 CCTV Spring Festival Gala" led the platform's variety show ranking, ranking first in popularity. Spring Festival Galas in Beijing, Shanghai, Henan, Jilin, Shandong and other places also entered the top 20 of the list. It is worth mentioning that this year is the first time that iQiyi has supported the "Frame Qi Yinghua MAX" 4K ultra high definition viewing of CCTV Spring Festival Gala live broadcasts on the TV. The 2024 CCTV Spring Festival Gala, featuring programs such as "Porcelain Shadow," "Koi," and "Wing Chun," showcased the exquisite lighting and dance beauty in the "Frame Qi Yinghua MAX" 4KHDR, delicately presenting the charm of traditional Chinese culture and intangible cultural heritage to the audience.
It is worth noting that Taochang's "lineup" - actors and contestants from multiple self-produced dramas and variety shows by iQiyi - have also appeared on the 2024 CCTV Spring Festival Gala. The delightful "Spring Festival Gala Team Building" that emerged from the "Annual Comedy Competition" series has brought skits such as "Can That Be the Same" and "Can't Speak Up"; The young men from "Planting the Land" and "Ten Diligent Days" made their debut at the Spring Festival Gala, bringing the song "Young You"... Those who didn't watch enough at the Gala were not surprised and directly "rewrote" the "Annual Comedy Competition Season 2" and "Annual Comedy Competition". The content of the two seasons remained hot on the top 10 of the variety show popularity chart.
Spring Festival, Rare Slow Down: New Drama Continues Human Fireworks "Made with Fantastic Art" to Become a New Classic
During the Spring Festival holiday, many people choose to slow down with a good drama.
For five consecutive years, the Spring Festival dramas still have to watch iQiyi. After the impressive results of "The World" and "Fury" during the 2022 and 2023 Spring Festival, this year's Spring Festival, iQiyi's emotional drama series "South, North, and South" also made a big start. According to data from the iQiyi Data Research Center, the viewing time of users of "Traveling North and South" has increased by nearly 400% compared to before the Spring Festival, ranking first on the entire website. The highest popularity value on iQiyi's website has exceeded 9000, ranking first on the TV series popularity list. At the same time, the premiere rating of "Traveling from South to North" on CCTV Channel 8 exceeded 3, far exceeding other content during the same period. In addition, three new dramas in 2024, "Dog Run", "Amai Joins the Army", and "Sword of Legends IV", have also entered the top 5 in terms of popularity and user viewing time, respectively.
IQiyi has produced high-quality dramas and anime with significant long tail effects, which have been repeatedly watched by audiences. Data shows that during the Spring Festival holiday, eight iQiyi TV series, including "The World", "Qing Qing Daily", "Raging Wind", "Changfeng Ferry", "Lotus Tower", "Ning'an Rumeng", and "Yinian Guanshan", have exceeded 10000 views per year and have all reached the top 30. Among them, "Raging Wind" ranks 6th, "Lotus Tower" ranks 7th, and "Raging Wind" and "The World" have seen an increase of 7.6% and 10.4% in user viewing time compared to before the holiday, respectively. In terms of anime, two iQiyi produced and exclusively broadcasted works, "The Legend of Evil 3D" and "The Great Master of Chinese New Year", have entered the top 10 of the anime popularity list.
The popularity of children's IP will not decrease during the Spring Festival. Look at the "post-80s" and "post-90s" who grew up in "Black Cat Sheriff", "Journey to the West", "Popeye", and now they are chasing "Wang Wang Team", "Pleasant Goat Grey Wolf" and "Peppa Pig" with their children. The data shows that during the Spring Festival, the popularity of "Wang Wang Team's Little Graves and Engineering Family Season 1", "Wang Wang Team's Greatest Achievements Season 9", "Pleasant Goat and Big Big Wolf's Heart World Adventure" and "The Complete Works of Peppa Pig" ranked top 5 in the children's list. This generation of parents is also using a "very new" way to take care of their children, and children's movies and cartoons have become the two most frequently searched terms by users during the Spring Festival, ranking first and second, respectively.
In addition, classic old dramas have once again become popular. With the popularity of "Three Battalions" and "Coming and Going", the popularity of spy dramas and historical era dramas continues to rise. According to data from iQiyi Data Research Center, during the Spring Festival, the viewing time of the anti Japanese spy drama "Black Rose" increased by 127.1%, while the viewing time of classic users of "Journey to the West" and "Romance of the Three Kingdoms" also increased by 4.4% and 4.9%, respectively.
The Spring Festival is a rare holiday for migrant workers. They should not only have a smile, but also relax in the natural scenery. A rural variety show set in fields, mountains, and wilderness, on par with comedy programs, has become a popular program type among audiences during the Spring Festival. According to data from the iQiyi Data Research Center, during the Spring Festival, iQiyi's self-produced slow variety show "Planting the Land", Oriental TV's "Extreme Challenge Treasure Journey · Beautiful Countryside Season", and Zhejiang TV's "Running Bar Ecology" respectively ranked 4th, 5th, and 9th on the variety show popularity list.
Spring Festival, still want to get moving: action themed movies become dark horses, AI and other "black technologies" bring updating experiences
The continuously rising 2024 Spring Festival cinema movies have made online Spring Festival stalls popular. According to data from the Lighthouse Professional Edition, the box office of 2024 cinema films during the Spring Festival has surpassed last year and reached a new high in film history. This also drives the audience's enthusiasm for watching movies online to soar.
According to data from iQiyi Data Research Center, during the Spring Festival, the viewing time of movie channels increased by 6% compared to before the festival. In the top 20 movie popularity rankings, the Chinese New Year movie "The Annual Meeting Can't Stop!" topped the list. With the hot release of "Life at Speed 2" in theaters, the viewing time of "Life at Speed" users has also increased from 16th place before the Spring Festival to 6th place; The movie "No One in Sight: An Eye for an Eye" released by iQiyi Cloud Cinema on the first day of the Lunar New Year has also driven up the viewing time of its predecessor "No One in Sight" and entered the top 20.
Surprisingly, in the traditional Chinese New Year viewing dominated by comedy films, this year's iQiyi "Action Master Season", "Blocking the Horse and Seizing the Knife", "Overlooking No One: An Eye for an Eye", and "Chasing Evil" have become dark horses in action movies. According to data from the iQiyi Data Research Center, "Detective Evil" and "Disdainful: An Eye for an Eye" ranked second and third on the iQiyi Spring Festival movie popularity list. As of February 15th, the total box office of iQiyi Cloud Cinema's three action movies, "Blocking the Horse and Seizing the Knife," "Fighting Evil," and "Overlooking No One: An Eye for an Eye," exceeded 17 million yuan. In addition, during the Spring Festival, the total number of ticket purchases for iQiyi Cloud Cinema exceeded 2.08 million.
While enjoying thrilling action movies at Cloud Cinema, it's also important to be active while watching movies and following dramas. IQiyi's "black technology" brings viewers a brand new experience - iQiyi AI search provides users with a one click direct access to "famous scenes" and a "smooth" experience of intelligent film recommendation. Data shows that during the Spring Festival, the usage of iQiyi AI search users increased by 470% compared to before the festival. Users frequently searched for keywords such as "Spring Festival Gala skits", "Spring Festival dramas to watch with parents", "Dog leftovers running behind the scenes", "Ma Kui and Wang Xin find the abducted boy", and "movie recommendations with a rating of over 9 points", resulting in a 10 fold increase in search volume compared to before the holiday.
Easter Eggs: Hot IP Leveraging Tourists to "Check in" Cultural and Tourism Outbreaks Boost Drama Fever
The popularity of the Xi'an branch of this year's Spring Festival Gala has driven the continued recovery of Xi'an's cultural and tourism industry. According to the latest data from the Shaanxi Provincial Cultural Relics Bureau, during the 2024 Spring Festival, cultural and museum units in the province received a total of 7.3359 million visitors, an increase of 129% compared to the 2023 Spring Festival. The popular scenic spot in Xi'an, "Tang Dynasty Never Nights City," announced a saturation of reception on the third day of the Lunar New Year.
It is understood that the China-Chic Immersive Theater of iQIYI, "Tang Dynasty Tricks · Journey to the West", has started trial operation in Xi'an Datang Sleepless City before the Spring Festival. Just like Li Bai at the Xi'an branch of the Spring Festival Gala, who spent thousands of years reciting "Going to Drink" with everyone, iQiyi's project also leverages VR to bring visitors an immersive experience that combines virtual and real, traditional and modern elements. During the Spring Festival, the reception of tourists is almost full. The rise in cultural tourism has also driven an increase in the popularity of TV series. Data shows that the viewing time of users on the iQiyi platform for "Tang Dynasty Mysterious Stories" has increased by 11.2% compared to before the Spring Festival.
In addition to Xi'an, the popularity of "Erbin" has also increased the popularity of Northeast themed films during the Spring Festival. According to data from iQiyi platform, the viewing time of users for "Northeast Love Brother 2", "Northeast Police Story", and "Northeast Police Story 2" increased by 40.4%, 82.8%, and 91.4% respectively compared to before the holiday. The dual empowerment of film and television IPs and tourism destinations is becoming a new trend in cultural and tourism consumption.
The 2024 Spring Festival holiday has come to an end, and the busy life is about to begin with the new year. The good content of iQiyi will also provide companionship in the audience's leisure time anytime and anywhere, bringing fireworks to the world with different stories, and experiencing the various aspects of life.