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关于“在线音频”的报告

本报告研究涉及企业/品牌/案例:荔枝,喜马拉雅FM,蜻蜓FM,懒人听书,酷我听书,听书神器,企鹅FM,kilakila,百度,华为,vivo,今日头条,小米,阅文听书、猫耳FM,B站,凤凰FM

在线音频是指通过网络流媒体播放、下载等方式收听的音频内容,主要包括有声读物、网络电台、语音直播、互动娱乐等形式。随着在线音频内容的进一步开放,以及用户场景需求得到进一步挖掘,在线音频市场有望保持稳定快速增长态势。iiMedia Research(艾媒咨询)数据显示,2018年中国在线音频市场用户规模达4.25亿人。预计到2020年,中国在线音频用户规模将达5.42亿。2019上半年中国有过半网民使用过在线音频APP,其中常收听语音直播的人群比例为46.2%。在这些用户中,主播的声音、直播内容的质量是用户比较关注的因素。另外,多数语音直播听众在收听时有过付费行为,语音直播内容付费有着较大的潜力。但是内容违规和版权问题依旧是行业痛点,市场竞争格局也愈发激烈。未来在线音频市场将会继续加强优质内容和内容生态的打造,借助技术的发展,深耕用户场景需求,使业务更加多元化

Online audio refers to audio content listened through network streaming media, including audio books, network radio, audio live broadcast, interactive entertainment and other forms.With the further opening of online audio content and the further mining of user scenarios, the market of online audio is expected to maintain a steady and rapid growth. According to iiMedia Research, China's online audio market had 425 million users in 2018.China's online audio users are expected to reach 542 million by 2020.More than half of China's Internet users have used online audio apps in the first half of 2019, and 46.2% of them often listen to voice broadcast.Among these users, the sound of anchors and the quality of live broadcast content are the factors that users pay more attention to.In addition, most listeners of voice broadcast have paid for listening, so there is great potential to pay for the content of voice broadcast.However, content violations and copyright issues are still pain points in the industry, and the market competition is becoming increasingly fierce.In the future, the online audio market will continue to strengthen the creation of high-quality content and content ecology, with the help of the development of technology, deeply explore the needs of user scenarios, and make the business more diversified.

本报告涉及企业/品牌包括:喜马拉雅,荔枝,蜻蜓FM,考拉FM,酷我听书,企鹅FM,凤凰FM,氧气听书,酷听网,淼淼学校,小米科技,张德芬空间,美播客Himalaya Media,大西洋资本集团,SIG,懒人听书,精锐教育,探探,知乎

2018年大力扶持文化产业的发展,为在线音频行业创造了良好的政策环境,加上一系列社会环境变化也为在线音频行业的发展带来机遇。iiMedia Research(艾媒咨询)数据显示,2018年中国在线音频用户规模达4.25亿,在2017年基础上增长22.1%。相较于移动视频、移动阅读行业,通过音频载体输出内容的在线音频行业呈现更快发展势头,在线音频行业也向垂直市场和社交化方向进行探索。2018年,中国14岁以下人口规模达2.47亿人,人群规模整体较2017年增加超过1300万人,儿童音频市场消费潜力引巨头关注。此外,2019年第一季度中国社交APP用户偏年轻化,同期在线音频用户24岁以下占比33.5%。95后用户正在成为社交主力军,面对日益年轻化的社交主力军,传统的社交模式无法满足其社交需求,这为音频行业进军社交领域提供了机遇。随着各主流音频平台在细分市场布局加强,未来在线音频行业竞争将更趋激烈。

In 2018, the national policy strongly supported the development of the cultural industry, creating a good policy environment for the online audio industry, and a series of changes in the social environment also brought opportunities for the development of the online audio industry. As the data of iiMedia Research showed, the scale of online audio users in China reached 425 million in 2018 with an increase of 22.1% from 2017. Compared with the mobile video and mobile reading industries, the online audio industry that making content in the form of audio is showing a faster development trend. The online audio industry is also exploring the vertical market and socialization direction. In 2018, population under the age of 14 in China reached 247 million people. The overall scale of the population increased by more than 13 million compared with 2017. The consumer potential of the children's audio market has attracted attention. In addition, in the first quarter of 2019, Chinese social APP users were young, while online audio users under the age of 24 has also accounted for 33.5%. The post-1995 users are becoming the main force of socializing. In the face of the increasingly young social mainstream, the traditional social model can not meet their social needs, which provides an opportunity for the audio industry to enter the social field. As the mainstream audio platforms are strengthened in the market segment, the competition in the online audio market will become more intense in the future.

本报告研究涉及企业/品牌包括:人民教育出版社、新华出版社、阅文集团、晋江文学、喜马拉雅、蜻蜓FM、荔枝、中国联通、中国移动、中国电信、支付宝、微信支付、掌阅、应用宝、QQ音乐、酷我音乐、酷狗音乐、网易云音乐、虾米音乐、咪咕音乐、腾讯音乐娱乐

近年来在线音频平台大力发展知识付费,以喜马拉雅、蜻蜓FM为代表的在线音频平台打造了各种知识付费节,带来经济效应的同时创造了巨大的社会效应。iiMedia Research(艾媒咨询)数据显示,2018年在线音频用户规模突破4亿,增速达22.1%,相较于移动视频及移动阅读行业,呈现较快增速。超六成受访用户表示愿意付费成为在线音频平台会员,在线音频会员付费前景可观。

According to iiMedia Research, online audio users exceeded 400 million in size in 2018, with a growth rate of 22.1%. Compared with the mobile video and mobile reading industries,it shows a rapid growth rate. More than 60% of the respondents expressed their willingness to pay to become members of the online audio platform, while about 30% of the respondents expressed uncertainty. There is a promising prospect for online audio members to pay. iiMedia Consulting Analysts believe that with the further standardization of copyright content, more and more IP adaptation will emerge. Online platforms tend to be characterized, differentiated and subdivided, and business models become more mature and diversified.

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