In addition, under the vicious circle of difficult continuous production of high-quality content and an unsound monetization model, it is too early for Chinese podcasts to truly break through. Compared with foreign countries, the podcast market is mostly dominated by PGCs, and there are teams behind them to output specialized content, which are not only of high quality, but also of more diverse forms, including narrative, fiction, true crime, and news investigations.
The presentation form of Chinese podcasts is usually dialogue, and the content is mostly in the pan-cultural field. For example, news and narrative types that can get a lot of attention are relatively few. The problem directly caused by the immature content is the lack of commercialized profit models. . Let’s take a look at the U.S. market first. According to the latest IAB report “U.S. Podcast Advertising Revenue Survey”, the U.S. podcast advertising revenue in 2020 will be limited by the impact of the new crown pneumonia. It is sms marketing service reported that podcast advertising revenue in the United States in 2019 was $708 million, a year-on-year increase of 48%.