Penguin Video

Biodata

Background and History

Penguin Video operates from the Penguin Video Innovation Building, where its Human Resources Department and Original Drama Center’s Screenwriting Department occupy the fourth and fifth floors respectively. Li Xun, Han Qiaoling, and Zhou Hongsu join the Screenwriting Department on Li Xun’s first day. 2

The platform’s Original Drama Center is led by Dai Ying, who serves as Senior Vice President, Chief Producer, head of the center, founder of Penguin Video’s copyright library, chief screenwriter of its Screenwriting Department, and an advocate of “super web dramas.” Under her leadership, the center’s share of Penguin Video’s content investment rose from 10% to 30%. 2 20

Penguin Video competes directly with iQIYI Video and Gua Video for premium dramas, broadcast rights, paid subscribers, and industry talent. Its Content Acquisition Department and in-house Original Drama Center also compete internally for the company’s limited content budget. 24 42

Content Strategy

Original Productions

Penguin Video uses original dramas as a primary driver of paid membership growth. Young Bao Qingtian becomes a defining success for the platform, while later projects including Detective Dee, New Legend of Madame White Snake, and Drawing the Sword continue to strengthen its catalog. 46 97 146 193 261

• The platform schedules Young Bao Qingtian against the finale of iQIYI Video and Gua Video’s The Legend of Consort Chen. 42 73
• It adopts a release pattern of six episodes per unit for Young Bao Qingtian, allowing viewers to finish an entire case at once. 74
• Its mature production teams, including cinematography, lighting, art, costume, makeup, and production departments, work on Detective Dee. 97
• The platform’s executives identify original dramas and exclusive content as essential to competing with rival streaming sites. 97

Online First, Then Broadcast

Penguin Video explores an “online first, then broadcast” model: it uses early online availability to attract paid users, then sells television broadcast rights to recover part of a drama’s production or acquisition costs. 85 98

Dai Ying negotiates television rights for Detective Dee with Jiangsu Satellite TV, rejecting its 60 million offer as undervaluing the series. 98

Copyright and Creator Terms

Penguin Video purchases Li Xun’s pre-employment script Predestination for 100,000 yuan to add it to its copyright library. 3

Following the success of Young Bao Qingtian, the company agrees to jointly own sequel copyright with Li Xun and raises his script commission to 400,000 yuan per episode. 78

Membership and Market Performance

By the period of Detective Dee 2, Penguin Video holds a comprehensive lead of roughly twelve percentage points over iQIYI Video according to third-party data. 146

The platform’s growth creates concerns within its leadership that it has become heavily dependent on Li Xun’s continued collaboration. 64 110 146

Organization

• Ma Mingyuan — Chief Executive Officer during Penguin Video’s early competition with iQIYI Video and Gua Video; later Chairman. He oversees high-level meetings, rewards major contributors, and proposes cross-shareholding with Li Xun’s company Laughing Proudly. 42 46 193
• Dai Ying — Senior Vice President and head of the Original Drama Center. She manages original-content strategy, production decisions, copyright negotiations, and external cooperation. 2 42 98
• Gong Cheng — Head of the Content Acquisition Department. His department competes internally with the Original Drama Center for content investment and promotion opportunities. 22 24
• Li Xun — Screenwriter, director, later board member, and a principal contributor to Penguin Video’s subscriber growth and original-drama success. 106 110 154
• iQIYI Video — Major rival platform. Penguin Video overtakes it in paid memberships and later broad platform metrics. 77 110 146
• Gua Video — Major rival platform and occasional competitor for television-station partnerships and online rights. 42 98

Notable Projects

• Young Bao Qingtian — A historical suspense drama whose VIP release significantly accelerates Penguin Video’s subscriber growth. Its daily views peak above 180 million on the finale day, while its Dou Miao score rises from 9.2 to 9.3. 77
• Detective Dee — A drama produced with Penguin Video teams and positioned through an online-first, then broadcast strategy. Its popularity brings millions of new paid members to the platform. 97 146
• New Legend of Madame White Snake — A record-breaking drama that adds more than 4.5 million VIP members to Penguin Video. 193
• iPartment — Li Xun’s sitcom, which Penguin Video permits iQIYI Video and Gua Video to stream simultaneously despite its competitive value. 173 176
• Drawing the Sword — A drama whose exclusive online rights cost Penguin Video 480 million yuan, or approximately 18 million yuan per episode. 261