Chinese streaming platform iQiyi to launch Australian operations

Advertisers and consumers will soon have even more choice when it comes to video streaming platforms, with iQiyi to set up local operations in Australia in May 2021.

Former executive VP of Sony Music Asia Pacific, Gavin Parry, has joined Sun Entertainment Production as CEO in Australia. Sun is the local partner operating iQiyi ANZ.

Founded in 2010, iQiyi is one of the largest online video sites in the world in terms of users. It boasts over 500 million monthly active users (MAUs), who consume 6 billion hours of content each month.

iQiyi ANZ CEO Gavin Parry & head of business development Greg Tremain

Under Parry, the platform will launch Australian operations with a local team of marketing, promotional and business development staff, with Greg Tremain joining from the Sun team to lead business development via his Partnership Solutions business.

iQiyi will be available as either an ad-free subscription service or as an advertiser-funded free offering.

Parry will work with the team to engage, plus broader Asian communities from Korea, Vietnam, Thailand, Indonesia, Malaysia and The Philippines.

He said the service will deliver a “content-rich catalogue” on its world-class platform. “iQiyi has a strong international plan having recently rolled out its innovative service in Southeast Asia and North America.

“The video service is world-class, and with its multi-billion dollar per annum investment in original content production, we look forward to iQiyi being very successful here in ANZ.

“It will deliver a deep, content-rich catalogue for the local Asian community including world-renowned drama series, movies, variety shows and documentaries, not just from China, but from across the broader APAC Region.”

Speaking with Mumbrella about the launch, Parry revealed that iQiyi will have a price point of $7.99 for the paid version of the platform.

He admitted too, that while the streaming market is fairly competitive, that the platform will be “a niche play” that will target Chinese and Asian communities specifically.

“No other Asian-based service is currently established in Australia. Cultural marketing at the larger brands is growing in relevance and there is an acceptance that more can be done to talk to the local Asian market in more sophisticated ways.”

iQiyi Home Page

Tremain, whose remit will see him working with major brands and agency groups looking to reach and engage the Asian community, added that iQiyi will provide “a unique opportunity for cultural marketing teams and forward-thinking brands to reach the Asian communities in Australian and New Zealand”.

He also revealed that the platform will be making a number of major partnership announcements in the near future, and is currently in discussion with agencies, brands and other media businesses.

“The premium nature of the content and its ability to reach audiences across multiple platforms and devices is capturing the immediate attention of many of the country’s largest advertisers.

“Our experienced Chinese marketing team are working closely with iQiyi globally and can provide customised solutions to any communication.”


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