Podcast -- Explore the Unknown…On the Way

Podcasting is a form of audio broadcasting which has become increasingly popular among younger generations in recent years. As a demonstration of such popularity, the number of podcast listeners worldwide has doubled in the last couple of years.

播客是网络上的一种音频广播形式,在近年深受年轻群体喜爱,已经在欧美国家风靡数年。 它可以在旅途中、上下班途中甚至工作时收听。 它是一种内容媒体,不需要像视频或博客文章那样吸引所有目标受众的注意力。值得一提的是,在近2、3年播客全球收听人数更是翻倍成长。

The term podcast is a combination of Apple’s "iPod" + "Broadcast", but, in fact, podcasts are programs of sounds, which can also technically be called webcasts. However, a podcast has a few distinct differences from broadcasting:

播客一词是苹果的“Ipod” + 广播“Broadcast”的合成词,但实际上播客就是声音的节目,也可以称为网络广播。不过与广播有几点不一样:

-The audio is uploaded on the Internet, so it is based on an on-demand usage model; you can listen or indeed, stop listening whenever you want.

-With the RSS self-subtscription function, new episodes will automatically appear in your watchlist whenever they are updated.

- 音频是被上传在网络上,所以是个随选的使用场景,可以想听就听、想停就停。

- 具有RSS自主订阅功能,在新节目更新的时候会自动出现在你的关注列表里。

Podcasts are indeed popular in European and American countries, but it is a different story in China. Although the number of users in China's online audio market has reached 425 million, China's podcast content and users are still a relative niche group. According to PodFest China's "PodFest China 2020 Chinese Podcast Audience and Consumption Survey", the core audience of Chinese podcast users are between 22 and 35 years old, mainly living in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and other new first-tier cities with highly educated singles.

播客在欧美国家受欢迎程度十分火爆,然而在国内却是另一番景象。尽管中国在线音频市场用户规模已达到4.25亿,但是中国的播客内容和用户仍然是一个相对小众的群体。据PodFest China在《PodFest China 2020中文播客听众与消费调研》给出的中文播客核心听众用户画像:国内播客的主力消费人群年龄在22~35岁之间,主要生活在北京、上海、广州、深圳、杭州及其他新一线城市的高学历单身人士。

According to statistics from the podcast search engine Listen Notes, as of May 2020, there were merely 10,000+ Chinese podcasts, which is a far from the total number of English podcasts of 830,000. However, from 2020 to 2021, China's podcast market has undergone huge changes. There are two reasons for that.

1.      On the one hand, due to the pandemic, people have spent a lot of free time at home, therefore, many people began to listen to or start their own podcasts.

2.      On the other hand, platforms and channels for listening to Chinese broadcasts have also been increasing.

 根据播客搜索引擎Listen Notes的统计数据,截止到2020年5月,中文播客才超过1万个,与总个数为83万个的英文播客相去甚远。但在2020年到2021年,中国播客市场有着翻天覆地的变化。一方面是归因于疫情,因为有许多空闲时间呆在家里,于是很多人开始听播客,做播客。另一方面,收听中文播的平台与渠道也在增加。

The 5 listening channels most frequently used by Chinese podcast listeners are Apple Podcasts (49.7%), Himalaya (37.9%), NetEase Cloud Music (35.0%), WeChat official account embedded audio (21.9%), and Pocket Casts (19.5%)). In March 2020, an APP tailored for Chinese podcasts, the Xiaoyuzhou APP, was also launched. Many users have praised its cute avatar, simple interface design, and high-quality program content.

中文播客听众最常使用的5个收听渠道是:Apple Podcasts (49.7%)、喜马拉雅(37.9%)、网易云音乐 (35.0%)、微信公众号内嵌音频 (21.9%) 和Pocket Casts (19.5%) 。而在2020年三月,更有一款为中文播客量身打造的APP——小宇宙APP也上线,由于其小清新的头像和界面设计和优质的节目内容,受到了广大用户的好评。

At the same time, in order to attract Chinese listeners to podcasts in the Chinese market, a little bit of celebrity endorsements has been required. Celebrities such as Xiao S (Taiwan Hostess), Huang Lei (Chinese Actor), and Ma Jiahui (Hongkong Columnist) were invited to do exclusive podcasts on Himalayas. It is also worth mentioning that Xiao S’s "Mother of the mother老娘的老娘" topped the list of Xinzhibang—2021 (The physical and mental health list). Professional media and publishing organizations such as Kanlixiang, Xin Shi Xiang, GQ, etc. have also launched their exclusive programs. Content creators have joined this trend one after another, with Weibo Jiang Sida, Weibo bloggers Xiong Xiaomo, and Shi Lifen all creating their own podcasts.