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Baidu Seen in Talks to Sell Stake in China’s Netflix, iQIYI

Baidu is looking to sell its 53% stake in iQIYI, China’s second biggest video streaming firm, according to sources, who said the deal could value the company at about $7 billion

iQiyi executives cheer as their CEO rings the opening bell at the Nasdaq MarketSite in New York's Times Square to mark the group's IPO in 2018. 2021 was a bumper year for IPOs, but Baidu is now looking to sell the video streaming group, sources say. File photo: AFP.


Baidu is looking to sell its controlling stake in iQIYI, according to sources, who said the deal could value the video streaming company at about $7 billion.

China’s internet search engine giant owns 53% of iQIYI, which is China’s equivalent of Netflix. Baidu also holds more than 90% of the streaming company’s shareholder voting rights, but is ready to sell these holdings, sources say.

While China’s cinemas have struggled as Covid lockdowns have restricted consumers’ mobility, its online video market is booming – 2022 revenue is set to climb to 163 billion yuan ($24 billion), up 17% year-on-year, according to domestic consulting firm Zhiyan.

Nasdaq-listed iQIYI, the No-2 player in China’s video streaming market after Tencent Video, has a market value of $4 billion.

Baidu’s targeted valuation of $7 billion for the whole company, if it divests its stake, would represent a price of about $8.13 per share compared with its latest close of $4.67.

The divestment plan, not previously disclosed by Baidu, comes after the firm deemed iQIYI to be a non-core asset, and as it seeks to sharpen its focus on developing its capital-intensive artificial intelligence and autonomous driving units, two sources said.

Terms of the deal have not yet been finalised and are subject to change, said the sources, who declined to be identified due to confidentiality constraints. Baidu didn’t respond to a request for comment.


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PAG, China Mobile

The iQIYI stake has drawn initial interest from a number of financial sponsors and state-owned companies, said three of the four sources, with Hong Kong-based private equity firm PAG among them.

China Mobile, the world’s largest mobile network operator by subscribers and owner of streaming service Migu Video, is also among potential buyers, two of the people with knowledge of the matter said.

PAG declined to comment. China Mobile did not respond to a request for comment.

If Baidu achieves its valuation target, that would represent a premium of more than 100% to iQIYI’s average share price over the past three months of $3.97. The streaming firm’s shares have lost 70% in the past 12 months amid a broader sell-off in Chinese tech shares.

Baidu, whose businesses range from internet search to electric vehicles, with expansion into cloud services, robo-taxis and autonomous driving in recent years, has tapped Bank of America to work on the potential sale, two of the sources said. Bank of America did not offer any immediate comment.

“This is purely market rumour,” iQIYI said in an emailed statement, without providing further comment.


iQIYI Hits, Losses

The stake sale plan drawn up by Baidu, worth nearly $50 billion by market value, comes against the backdrop of China’s regulatory crackdown since late 2020 on firms from technology, private education and other sectors, which hammered their shares and forced some to scale back expansion in non-core areas.

The Nasdaq Golden Dragon Index, which tracks Chinese companies traded on Wall Street, is down 50% over the past year.

Snaring iQIYI would give a potential buyer the opportunity to dive into the main market for full-length TV shows and movies.

Tencent Video and iQIYI, as well as smaller rival Youku, owned by Alibaba Group Holding, offer movies, drama series and reality shows – both original content and material bought from other producers.

iQIYI has made several hit drama series, including “The Long Night” and “The Wind Blows From Longxi.” Its original variety shows, “The Rap of China” and “The Big Band,” have also been major topics on social media.

On the flip side, the cash-burning iQIYI has barely broken even in its 12-year history. In the January-March period, it delivered a quarterly profit for the first time since 2016 when it started to report quarterly earnings.

It recorded a net income of 169 million yuan ($25 million) in the first quarter of the year, compared with a net loss of 1.3 billion yuan in the same period a year earlier, but its revenue dropped 9% to 7.3 billion yuan year-on-year.


• Reuters  with additional editing by Jim Pollard



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Jim Pollard

Jim Pollard is an Australian journalist based in Thailand since 1999. He worked for News Ltd papers in Sydney, Perth, London and Melbourne before travelling through SE Asia in the late 90s. He was a senior editor at The Nation for 17+ years.


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