Chinese video streaming platform iQiyi has launched a new channel in its mobile app dedicated to portrait mode viewing, as it moves to take on short-video platforms that helped popularize the format.

In a statement, iQiyi Chief Content Officer Wang Xiaohui said the company believes portrait videos are becoming one of the most important forms in online entertainment.

The company looks to grab a larger share of China’s burgeoning short-video market, moving into territory dominated by platforms including Bytedance’s Douyin, known as TikTok internationally, and Xigua Video, as well as Tencent-backed Kuaishou.

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Nicole Jao

Nicole Jao is a reporter based in Beijing. She’s passionate about emerging trends, news, and stories of human interest within the world of technology. Connect with her on Twitter or via email: nicole.jao.iting@gmail.com.