iQIYI international anime strategy: Asian content, freemium reach, and local originals
iQIYI is often called the Netflix of China, but its international service bets on Asian content and local originals rather than a Japan-only anime catalog.
Published: 2026-08-19. Updated: 2026-08-19.
Short answer: iQIYI International operates in more than 190 territories, offers interfaces and subtitles in 12 languages, and has served more than 100 million users. Its content strategy leans on Chinese dramas and variety, Korean series, and Southeast Asian local originals rather than a Japan-centric anime catalog. The platform uses a freemium subscription model that it says is better suited to Southeast Asian price sensitivity.
What iQIYI International is and where it operates
iQIYI International is the overseas arm of Beijing-headquartered iQIYI. It launched its international app in 2019 and is managed through dual headquarters in Beijing and Singapore, with local offices in Thailand and Malaysia. According to a December 2023 announcement, the service is available across 190+ territories and offers its interface and subtitles in 12 languages including English, Malay, Thai, Vietnamese, Korean, and Spanish.
The platform has served more than 100 million users and offers more than 1,700 drama series, variety shows, anime, and 2,000 films. Anime is part of the catalog, but it is not the primary category iQIYI emphasizes in its public strategy.
Southeast Asia as the core market
iQIYI has been explicit that Southeast Asia is its most important region outside China. In a May 2021 interview, iQIYI International's head of business development said Southeast Asia is the biggest consumer of Chinese content outside China and that the company's user base there had grown more than 12 times since expansion began.
The biggest growing markets named were Thailand, Indonesia, Singapore, and Malaysia. iQIYI attributed this to localization, including subtitles and some dubbing, and to local content that it described as 'king' in the region.
Content strategy: Chinese, Korean, and local originals
iQIYI International's content has three public pillars: Chinese content, Korean content, and Southeast Asian local content. At its December 2023 Asia TV Forum event, it announced more than 280 new Chinese-language dramas, films, and variety shows for the following two years, plus 35+ original productions and licensed series from Southeast Asia.
For Southeast Asia specifically, iQIYI said it would release more than 12 Malay-language local originals in 2024 and four Thai original productions, alongside 20 new shows from Thai production houses. Anime sits within this broader Asian-content portfolio rather than as a separately marketed vertical.
Freemium model and white-label technology
iQIYI uses a flexible freemium model internationally, offering both ad-supported free viewing and paid subscriptions. In the May 2021 interview, the company said this model keeps the service accessible to viewers who want to explore before paying.
Beyond content, iQIYI has explored white-labeling its streaming technology to traditional broadcasters and other companies entering OTT. It pitches its AI, big-data capabilities, and engineering scale as a way for partners to launch streaming services without building their own platforms.
Anime's place in the strategy: Public iQIYI announcements emphasize Chinese dramas, variety shows, and Southeast Asian local originals far more than anime. Anime is listed as part of the catalog, but iQIYI does not publish a discrete anime subscriber count or anime-specific content budget.
How iQIYI compares to anime-only services
iQIYI International is not an anime specialist like Crunchyroll or HIDIVE. Its competitive positioning is as a regional Asian-content platform that competes with global services by offering content those services do not have. Anime is one genre among many.
That makes iQIYI a relevant player for anime fans interested in Chinese donghua, Korean animated content, and Southeast Asian productions, but less central for viewers focused on seasonal Japanese anime simulcasts.
iQIYI International metrics from its December 2023 strategy announcement.| Element | iQIYI International figure |
|---|
| Territories | 190+ |
| Languages supported | 12 |
| Users served | 100 million+ |
| Drama series / films | 1,700+ dramas / 2,000 films |
| SEA original/licensed series announced | 35+ |
| Malay local originals announced for 2024 | 12+ |
Frequently asked questions
Does iQIYI International focus on Japanese anime?
No. iQIYI International's strategy centers on Chinese dramas and variety, Korean content, and Southeast Asian local originals. Anime is part of the catalog but not the lead category.
Where is iQIYI International available?
iQIYI International says it is available in more than 190 territories and is managed from dual headquarters in Beijing and Singapore.
What business model does iQIYI use internationally?
iQIYI International uses a freemium model with both ad-supported free viewing and paid subscriptions, which it says fits Southeast Asian markets better than a subscription-only approach.
Sources and methodology
- iQIYI International Announces 2024 Strategies at Asia TV Forum, PR Newswire. December 12, 2023. Official announcement of 190+ territories, 100M users, 12 languages, 280+ Chinese shows, 35+ SEA originals/licensed series.
- iQiyi streams forward in Southeast Asia with niche content and flexibility, KrASIA. May 5, 2021. Interview with iQIYI International head of business development on Southeast Asia growth, freemium model, and content pillars.