how would you define the success of iqiyi's vip subscription service?

Introduction

Defining the success of iQiyi's VIP subscription service requires a comprehensive approach that considers multiple stakeholders and metrics. To address this product success metrics challenge effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

iQiyi's VIP subscription service is a premium offering within the larger iQiyi streaming platform, often referred to as the "Netflix of China." The service provides subscribers with ad-free viewing, early access to content, and exclusive shows and movies.

Key stakeholders include:

• Subscribers: Seeking high-quality, exclusive content and an enhanced viewing experience
• Content creators: Looking for a platform to showcase their work and generate revenue
• Advertisers: Interested in reaching non-VIP users (indirectly affected by VIP service)
• iQiyi management: Aiming to increase revenue and market share

User flow:

1. Users browse content on iQiyi's platform
2. They encounter VIP-only content or features
3. Users decide whether to subscribe to the VIP service
4. After subscribing, they gain access to premium features and content

The VIP service is crucial to iQiyi's strategy of monetizing its user base and differentiating itself in the competitive Chinese streaming market. Compared to competitors like Tencent Video and Youku, iQiyi has focused heavily on original content production to drive VIP subscriptions.

Product Lifecycle Stage: The VIP service is in the growth stage, with ongoing efforts to expand the subscriber base and enhance the value proposition.