艾媒咨询 | 2025年中国长音频市场竞争格局分析报告

随着移动互联网深度渗透与用户从“功能性听书”向“情感陪伴、知识获取、多场景依赖”的需求升级，2025年中国长音频市场迎来格局重构的关键转折点。iiMedia Research（艾媒咨询）数据显示，2024年中国长音频市场规模达287亿元，同比增长14.8%；预计2025年将达337亿元。
With the deep penetration of the mobile Internet and the upgrading of users' demands from "functional audio books" to "emotional companionship, knowledge acquisition, and multi-scenario reliance", the Chinese long-form audio market will witness a crucial turning point in its landscape reconstruction in 2025. iiMedia Research data shows that the market size of long-form audio in China reached 28.7 billion yuan in 2024, with a year-on-year growth of 14.8%. It is expected to reach 33.7 billion yuan by 2025.

艾媒咨询|2020上半年中国在线音频市场研究报告

本报告研究涉及企业/品牌/案例：荔枝，喜马拉雅。

中国在线音频行业从1997年开始起步，受益于互联网及其后的移动互联网的普及，于2011年以后开始逐渐成熟，平台分化为UGC和PGC两大类，二者在商业模式、内容来源等方面有较大区别。在线音频行业的用户增长稳定，iiMedia Research(艾媒咨询)数据显示，2019年在线音频用户数量为4.9亿，相较于2018年增加了14.0%，预计到2020年用户数量可以达到5.4亿。同时，新一代年轻人拥有多样化的需求，注重个性和体验且支付意愿较强，使得在线音频行业拥有较强的增长潜力。未来，随着5G、IoT等通讯技术的增长，用户在手机、电脑、智能家居、车载音箱等多个设备和多个场景的体验会更好，在线音频的应用有望更加深入。与此同时，播客也会由小众走向大众，能满足人们各种休闲娱乐需求的娱乐类音频也会拥有较大的增长空间。

China's online audio industry started in 1997, benefited from the popularity of the Internet and the mobile Internet , and gradually matured after 2011. The platform is divided into UGC and PGC, which are quite different in business model and content source and so on. The growth of users in the online audio industry is stable. As the data of iiMedia Research showed, the number of online audio users in 2019 is 490 million, an increase of 14.0% compared with that in 2018. It is estimated that the number of users can reach 540 million by 2020. At the same time, the new generation of young people have diversified needs, pay attention to personality and experience, and have strong willingness to pay, which makes the online audio industry have strong growth potential. In the future, with the growth of 5G, IoT and other communication technologies, users will have better experience in mobile phones, computers, smart home, car speakers and other devices and scenes, and the application of online audio is expected to be more in-depth. At the same time, Podcasts will also become popular . Entertainment audio, which can meet people's various leisure and entertainment needs, will also have greater space for growth.