podfest_china_survey_zh_2020.pdf

podcasterunion-survey-2021-zh.pdf

Two reports (in Chinese) I found interesting to read

2020 is considered the “Origin Year” - Most companies/events started right before then / COVID

Note: the sampled audience are active and hyper-interactive podcast listeners

Some interesting numbers to share

  1. More male than female (1.3:1), most popular cities: Beijing, Shanghai, Guangdong, Tier 1 Cities
  2. 80% with college degrees or beyond, 80% between 18 and 35, Top 2 fields IT/Tech and College/Grad Students
  3. More than half recently started listening to podcasts (after 2017), more than half listen to podcasts daily, most shifted from music streaming
  4. Over 60% listen using iPhones, over 10% through cars
  5. Over 60% listen during commutes, 47% before sleep, 40% during chores
  6. 2019 → 2020 → Less Apple native podcast apps, More 1. Himalaya, 2. NetEase Music, and 3. XiaoYuZhou (RSS)
  7. Most popular topics: 1. TV/Movie/Music 2. History/Politics 3. Tech/Business/Finance 4. Comedy (The Rising Star in 2020 and 2021)
  8. Most popular style: 1. >2 people 2. 1-on-1 3. Solo
  9. Most popular length: 30 - 60 mins
  10. Favorite method of interaction with the show: 1. WeChat Public Account 2. WeChat Fan GroupChat
  11. Most acceptable way of monetization: 1. Merch Store 2. Offline Live Events
  12. Most acceptable way of ads: Read by the host