TREE NEWS update: At the 2026 iQIYI iJOY Autumn event, founder and CEO Gong Yu said long-form video viewing is migrating to larger screens, from phones and tablets to smart home devices. TV’s share of viewing time rose from 42.85% in 2022 to 50.58% in the first half of this year, and he expects it to climb further. Gong said internet TV’s marketing value has been underestimated for more than a decade.
iQIYI CEO Gong Yu: Internet TV marketing value is underestimated
AI take
The significance here is structural rather than promotional: the CEO of a major streaming platform is flagging a shift in where attention actually sits, which matters for anyone pricing digital ad inventory. If viewing time keeps migrating to connected TVs, the long-standing assumption that mobile is where the monetisable audience lives gets harder to defend, and platforms with strong living-room footprints gain negotiating leverage with advertisers. The open question is whether measured ad spend follows viewing time with its usual lag, or whether TV budgets stay locked to traditional broadcast.
Generated by AI for reference only.
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