How iQIYI’s Big Data Middle Platform Fuels Scalable Entertainment Innovation

Abstract

With the rise of AI, big data, and cloud computing, iQIYI’s entertainment data volume has exploded, demanding a robust middle platform; the iQIYI big‑data middle platform was created to meet this need.

Guest Introduction

Sun Bin, senior director at iQIYI, is responsible for the big‑data middle platform, business intelligence, and content‑intelligence production, bringing over a decade of product design and R&D experience from Microsoft, Hulu, Yahoo, and others.

Strategic Background

The article outlines the origin, development, and industry impact of iQIYI’s big‑data middle‑platform strategy, covering its history, core architecture, practical applications, and future direction, as well as iQIYI’s data‑driven approach to the broader entertainment industry.

Middle‑Platform Concept

The “middle‑platform” idea has been discussed in the industry for about four to five years, and iQIYI has long pursued related initiatives. Although iQIYI is primarily a video platform, the platform’s scale and diverse scenarios require a powerful data middle‑platform to support growth.

Apple Orchard Model

iQIYI introduced the “Apple Orchard” model: starting from a video‑centric core (the apple tree) and extending to a wide‑range entertainment ecosystem (the orchard), encompassing long‑form video, short video, reading, live streaming, sports, e‑commerce, and more.

Pyramid Structure

The platform is visualized as a pyramid with three layers from bottom to top: digital‑asset sedimentation, a unified data platform & technical core tools, and business interaction.

The two fundamental elements for iQIYI are users (people) and content (IP).

Key Principles

Unified : All disparate data assets must be linked, exemplified by the OneID concept that ties people and objects together, enabling advanced advertising and content monetization.

Transparent : Data governance ensures clear lineage, relationships, and accessibility for all business units.

Compatible : The platform must accommodate both self‑produced and partner‑sourced content, supporting storage, communication engines, and regional variations.

Digital‑Asset Management

Digital assets are stored in a logical, unified data warehouse rather than a single physical location, allowing comprehensive control, lineage tracking, and orderly management.

Business Themes

Each business line (e.g., paid membership, e‑commerce, live streaming) is treated as a “theme” that the platform must support, enabling data‑driven insights and actions.

Technical Architecture

The underlying technology stack is similar across companies, focusing on two challenges: serving diverse independent business scenarios at massive scale, and ensuring overall system robustness. The design emphasizes agile development to reduce costs.

Data Interaction Layer

The top of the pyramid describes how users interact with data: see (basic need), read (derive insights), use (apply insights), and understand (design business models).

Instrumentation and Analytics

iQIYI employs semi‑automatic event tracking (instead of full automatic) to avoid excessive redundant data in large‑scale scenarios. This feeds BI and AI applications, retention analysis, and reporting, forming the core of its growth engine.

Culture of Data Sharing

Regular internal data‑analysis sharing sessions foster a culture where data teams and business units collaborate closely.

Conclusion

The “big middle platform, small front‑end” approach enables iQIYI to leverage deep entertainment data, driving user‑centric, scalable business innovation and establishing a competitive edge in the broader entertainment ecosystem.