User viewing time on iQIYI, a leading online entertainment provider in China, increased 12 percent during the May Day holiday year on year, according to data released by the company. 

The 5-day holiday break witnessed a remarkable 37 percent increase in the total viewing time for iQIYI's film channel, with Pegasus 2, Article 20 and YOLO claiming the top three spots. The variety shows channel also saw a significant 35 percent growth in viewing time, driven by the rising popularity of immersive detective and agricultural themed experiences in Keep Running and Become a Farmer.

Sport lovers contributed to a 71 percent surge in total viewing time. An impressive lineup of global sport events will be available on iQIYI in 2024, including the 2024 UEFA European Championship, the Premier League, the UEFA Champions League, and prominent golf and tennis Grand Slam tournaments.

The report also highlighted an interesting correlation between viewing times of popular drama series' and popularity of the corresponding filming locations. Original drama series To the Wonder, which was selected for CANNESERIES this year, gained traction even before its official release, with trailers gaining over 3.88 million views on social media platform Weibo. Concurrently, the Altay region of Xinjiang Uygur autonomous region, where the story is set, experienced a significant 37.92 percent annual increase in domestic visits during the initial three days of the holiday.

Likewise, drama series The Knockout witnessed a 17 percent uptick in viewing time during the holiday period, while its filming location of Jiangmen city in Guangdong province, welcomed 2.2 million visits, marking a 10.36 percent yearly rise.