The podcast market in China

January 2nd, 2020

Number of users in China's online audio market reached 425 million in 2018 and is expected to reach 542 million by 2020.


With the popularity of Social Media and Short Video platforms in the past few years, the market for graphics and video content becomes saturated in China, it’s getting harder and harder for newcomers to enter the market. On the other hand, there’s a growth in the audio content market in China. According to a recent report by iiMedia, the number of users in China's online audio market reached 425 million in 2018 and is expected to reach 542 million in 2020.

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The growth of the podcast market in China is related to the busy lifestyle of modern society. While reading and watching videos require more attention, listening to the podcast is relatively easy to do in various scenarios, such as during commute, when doing housework, or before bedtime, etc.

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With the rapidly growing user's amount for the podcast market, there’s also a demand for audio content on diverse topics. The largest user-generated content podcast app lizhi (荔枝) in China is having a project to encourage ordinary people to be podcast hosts by providing funds and traffic to those with great talent and potential.