iQIYI Introduces CUVA HDR Standard Support and Explores the Ultra‑HD Video Industry

iQIYI has become the first video platform to launch content that complies with the China Ultra‑High‑Definition Video Industry Alliance (CUVA) High Dynamic Range (HDR) standard. By leveraging its own encoding and decoding technology, iQIYI enables users with devices such as Xiaomi 10 Pro, HUAWEI P30 Pro, iPhone 11 Pro, and iPhone XS Max to experience CUVA HDR effects in titles like “Flash Girl”, “China Flying Hero”, and “One‑Way Journey”.

The CUVA HDR standard, released in September 2020, is a foundational specification for China’s ultra‑HD video sector. It is based on dynamic metadata and provides end‑to‑end standardised processing from production to distribution and presentation. Compared with other HDR technologies, CUVA HDR offers richer colour, higher contrast, deeper visual depth, and more detailed rendering, delivering a viewing experience that is closer to the real world.

Beyond technical advantages, the CUVA HDR standard is open and industry‑secure, featuring a friendly intellectual‑property policy and open‑source reference code for alliance members. Major hardware manufacturers such as TCL, Konka, and Huawei have already integrated CUVA HDR support into their products, fostering an ecosystem that spans the entire video‑industry supply chain.

Industry data from the 2020 World Ultra‑HD Video Conference shows that in 2019 the Chinese ultra‑HD video market approached ¥12 trillion, growing 51.2% year‑over‑year, with over 12,000 hours of ultra‑HD content produced and 248 million users. Standardisation and industry collaboration are increasingly critical, and the CUVA HDR standard plays a key role in this development.

iQIYI, a founding council member of the CUVA alliance since 2018, continues to drive ultra‑HD innovation. It previously pioneered the AV1 video codec on mobile devices in partnership with MediaTek, launched the “Frame‑Q Film” TV‑level audio‑visual standard, and collaborated with Vivo on a high‑frame‑rate ultra‑HD showcase. Looking ahead, iQIYI plans to support CUVA HDR live streaming and on‑demand across PCs, tablets, and smartphones, ensuring optimal HDR rendering for diverse content and display capabilities.