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艾媒咨询|2021年中国在线音频行业发展及用户行为研究报告
本报告涉及的案例/品牌/企业:荔枝,喜马拉雅,懒人听书,Clubhouse
得益于内容的创新和多元化的应用场景,在线音频市场规模近年均呈现快速上升态势。iiMedia Research(艾媒咨询)数据显示,2021年中国在线音频市场规模将达到220.0亿元,同比增长67.9%。随着“在线音频+同好社交”模式的兴起,用户越来越重视双向互动,未来在线音频行业将会朝更多元化领域方向发展,社交属性功能逐步加强。
Thanks to the innovation of content and diversified application scenarios, the scale of online audio market has increased rapidly in recent years. According to iimedia research, China's online audio market will reach 22 billion yuan in 2021, a year-on-year increase of 67.9%. With the rise of the "online audio + social networking" model, users pay more and more attention to two-way interaction. In the future, the online audio industry will develop in a more diversified field, and the social attribute function will be gradually strengthened. -
艾媒咨询|2020-2021年中国在线音频行业研究报告
本报告研究涉及企业/品牌/案例:云听,荔枝,蜻蜓FM,喜马拉雅,懒人听书,中文在线,掌阅,阅文听书,果麦文化,讯飞配音,Clubhouse,Tiya
经过多年发展,中国在线音频行业覆盖用户规模不断扩大。且基于音频的伴随性特点,在线音频平台覆盖的中高收入和年长用户群体较多。iiMedia Research(艾媒咨询)数据显示,中国在线音频40岁以上用户占比11.9%,月收入在10000以上的用户比例也达到27.5%。面对该部分人群,在线音频平台需要输出更多优质内容,用户方面,目前超九成受访在线音频用户也表示有必要提升目前音频平台栏目的内容质量。面对用户诉求,现阶段主流在线音频平台积极推出优质栏目和科教文化内容,同时延伸其他载体渠道的经典IP,让用户能够在音频渠道接触更多优质内容。
After years of development, China online audio industry covers a growing number of users. Based on the accompanying characteristics of audio, online audio platform covers more high-income and elderly users. As the data of iiMedia Research showed, 11.9% of China online audio users are over 40 years old, and 27.5% of the users have monthly income of more than 10000. For these users, the online audio platform needs to produce more high-quality content. In terms of users, more than 90% of the online audio users interviewed also said that it is necessary to improve the content quality of the current audio platform columns. In the face of user demands, the mainstream online audio platform at this stage actively promotes high-quality columns and scientific, educational and cultural content, and extends the classic IP of other carrier channels, so that users can contact more high-quality content in the audio channel. -
艾媒咨询|2021H1中国在线音频产业运行监测调研报告
本报告研究涉及企业/品牌/案例:喜马拉雅,Clubhouse,蜻蜓FM,荔枝
随着线上娱乐发展以及音频技术的创新,以及线上音频社交的逐渐兴起,在线音频行业受到广大用户的关注。iiMedia Research(艾媒咨询)数据显示,2020年中国在线音频用户规模达5.7亿人,预计2022年整体用户规模达到6.9亿人。目前,在线音频行业正向全生态发展,内容布局也不断拓展广泛,未来在线音频行业将逐渐精细化,头部平台将更有机会提供优质资源,在未来竞争中获得先机。
With the development of online entertainment, the innovation of audio technology and the gradual rise of online audio social networking, the online audio industry has attracted the attention of the majority of users. According to iimedia research, the number of online audio users in China will reach 570 million in 2020, and the overall number of users is expected to reach 690 million in 2022. At present, the online audio industry is developing towards the whole ecology, and the content layout is also expanding widely. In the future, the online audio industry will be gradually refined, and the head platform will have more opportunities to provide high-quality resources and take the lead in the future competition.
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