Streaming platforms are entering a more demanding phase, where subscriber growth alone is no longer enough to sustain expansion or satisfy investors. For players like iQIYI, the challenge now is balancing profitability, localisation, creator monetisation, and AI-driven innovation while competing for audiences across Southeast Asia’s increasingly crowded entertainment landscape. As viewing habits evolve and pressure builds on both advertising and subscription models, how is iQIYI positioning itself for the next stage of growth in the region?