艾媒咨询 | 2025年中国在线音频市场消费行为调查数据

随着音频内容生态的持续升级，在线音频用户行为呈现多维特征，主要覆盖以通勤时段知识学习、睡前放松场景为例的碎片化应用领域，以有声书沉浸体验、播客社交互动为例的内容消费领域，以及智能硬件互联、AI语音交互为代表的技术融合领域。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国在线音频市场消费行为调查数据》数据显示，喜马拉雅以45.52%的市场份额占据行业领先地位，头部效应显著。用户接触在线音频平台的主要渠道集中于内容分享平台（小红书、知乎等），占比达42.98%，内容丰富度则成为选择平台的核心考量。在用户行为层面，放松心情为用户的主导需求，有声书与脱口秀类节目以超32%的喜爱度并列内容偏好榜首。原创性与时效性被用户视为音频内容的核心竞争力。知识付费产品选择中，音质音色、内容丰富度及界面设计构成决策关键三角。艾媒咨询分析师认为，平台需强化内容生态建设，通过AI技术优化个性化推荐，提升创作者扶持力度以激发优质内容产出，同时深化智能硬件联动与场景适配，构建“内容+技术+场景”的全链条服务体系，方能持续激活用户价值。
With the continuous upgrading of audio content ecology, online audio user behavior presents multi-dimensional characteristics, mainly covering the fragmented application fields such as commuting knowledge learning and bedtime relaxation scenes, the content consumption fields such as audio book immersion experience and podcast social interaction, and the technology integration fields represented by intelligent hardware interconnection and AI voice interaction. According to the latest "Consumer behavior survey data of China's online audio market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Himalaya occupies the industry leader position with a market share of 45.52%, and the head effect is significant. The main channels for users to contact online audio platforms are concentrated in content sharing platforms (XiaoHongshu, Zhihu, etc.), accounting for 42.98%, and content richness has become the core consideration in choosing platforms. In terms of user behavior, relaxing mood is the dominant demand of users, and audiobooks and talk shows rank the top of the content preferences list with over 32% of the likes. Originality and timeliness are regarded by users as the core competitiveness of audio content. In the selection of paid knowledge products, sound quality, sound color, content richness and interface design constitute the key decision triangle.iiMedia Research believe that the platform needs to strengthen the content ecological construction, optimize personalized recommendation through AI technology, enhance creator support to stimulate quality content output, and deepen intelligent hardware linkage and scene adaptation, build a "content + technology + scene" full chain service system, in order to continue to activate user value.

艾媒咨询|2021-2022年中国MCN行业发展研究报告

本报告涉及的案例/品牌/企业：薇龙文化，青藤文化

iiMedia Research(艾媒咨询)数据显示，近年来中国MCN市场规模迅速扩大，2020年疫情带动线上经济，MCN市场规模已超过200亿元，2021年市场规模超330亿元。随着网红经济的盛行以及短视频、直播等形式的快速发展，MCN红利依然明显，入局者井喷式爆发，直播内容多元化发展。除了网红主播和商家运营人员外，明星垂直类KOL、企业、素人等参与直播，极大丰富了主播群体，打破了直播内容局限性。这不仅能增加流量，还能丰富MCN机构的营收方式。未来，在VR、CG等技术带动下虚拟偶像的商业价值正不断被挖掘，虚拟偶像主播能够帮助MCN机构进一步释放潜力，这不仅丰富MCN机构的变现模式，还推动MCN机构不断向更为精细化和运营模式多元化发展。
According to iiMedia Research, Chinese MCN market has expanded rapidly in recent years. In 2020, the epidemic has driven the online economy. The MCN market has exceeded 20 billion yuan, and in 2021, the market has exceeded 33 billion yuan. With the popularity of online Red economy and the rapid development of short video, live broadcast and other forms, MCN dividends are still obvious, entrants explode, and live broadcast content is diversified. In addition to the online anchor and business operators, the star vertical KOL, enterprises and plain people participated in the live broadcast, which greatly enriched the anchor group and broke the limitations of the live broadcast content. This can not only increase traffic, but also enrich the revenue mode of MCN institutions. In the future, driven by VR, CG and other technologies, the commercial value of virtual idol is constantly being tapped. Virtual idol anchor can help MCN institutions further release their potential, which not only enriches the realization mode of MCN institutions, but also promotes the continuous development of MCN institutions towards more refinement and diversified operation modes.

艾媒咨询|2021年中国在线K歌行业发展专题研究报告

本报告涉及的案例/品牌/企业：全民K歌

随着互联网与生活的深度融合，在线娱乐成为了群众生活中的重要娱乐形式。艾媒咨询分析师认为，与音视频类项目相比，在线K歌具有更强的沉浸感体验，多元的玩法也迎合了不同用户群体的个性化需求，目前已经成为了在线泛娱乐领域的主要项目之一。iiMedia Research(艾媒咨询)数据显示，预计2022年，中国在线K歌市场规模将达到175.8亿元，用户规模将达到5.7亿人。在网络技术革新的基础上，在线K歌APP不断推出多元化的歌唱模式，迎合了不同用户群体的个性化需求。音乐内容服务的突破创新催生了K歌APP的转变，是K歌平台吸引用户的重要因素。在新音乐产出模式和内容发展的带动下，在线K歌平台将打破行业壁垒，挖掘新的商机。
With the deep integration of Internet and life, online entertainment has become an important form of entertainment in people's life. AI media consulting analysts believe that compared with audio and video projects, online karaoke has a stronger immersion experience, and its diversified playing methods also meet the personalized needs of different user groups. At present, it has become one of the main projects in the field of online pan entertainment. According to iimedia research, it is estimated that in 2022, China's online karaoke market will reach 17.58 billion yuan and 570 million users. On the basis of network technology innovation, online karaoke app has continuously launched diversified singing modes to meet the personalized needs of different user groups. The breakthrough and innovation of music content service gave birth to the transformation of k-song app, which is an important factor for k-song platform to attract users. Driven by the new music output mode and content development, the online karaoke platform will break industry barriers and explore new business opportunities.

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|2021中国说唱音乐发展白皮书

本报告涉及的案例/品牌/企业：QQ音乐

近年来在说唱综艺的带动下，越来越多来自不同群体的说唱爱好者被吸引入圈，成为说唱生态的一份子。随着95后、00后等新生代群体成为潮流娱乐和消费的助力者，说唱在国内的文化认同度也不断提高，说唱潮流产业正迎来发展提速期。说唱话题在2021年保持着较高的网络热度，层出不穷的“说唱梗”在不同网络平台上都引起了大量关注，以QQ音乐为首的音乐平台正通过全方位的布局，整合了国内说唱产业生态，通过各种活动、赛事培养高质量说唱艺人，由点到面地将说唱新文化扩展至不同年龄、不同职业的人群中，以此提升说唱影响力。
In recent years, driven by rap variety, more and more rap lovers from different groups have been attracted into the circle and become a part of rap ecology. With the new generation groups such as the post-95 and Post-00 generation becoming the booster of trend entertainment and consumption, rap's cultural identity in China is also increasing, and the rap trend industry is ushering in a period of accelerated development. Rap topic has maintained a high network popularity in 2021, and the endless "rap stems" have attracted a lot of attention on different network platforms. The music platform led by QQ music is integrating the domestic rap industry ecology through all-round layout, cultivating high-quality rap artists through various activities and events, and expanding the new rap culture to different ages Among people of different professions, so as to enhance the influence of rap.

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