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市场调查报告书
商品编码
1683046
全球播客市场:市场规模、市场份额、趋势分析(按类型、格式和地区)、展望和未来预测(2024-2031 年)Global Podcasting Market Size, Share & Trends Analysis Report By Genre (News & Politics, Society & Culture, Comedy, Sports, and Other Genre), By Format, By Regional Outlook and Forecast, 2024 - 2031 |
预计到 2031 年全球播客市场规模将达到 1,430.5 亿美元,预测期内的复合年增长率为 25.1%。
KBV 基数矩阵:播客市场的竞争分析
根据 KBV 基数矩阵中呈现的分析,Apple, Inc. 和 Amazon.com, Inc. 是该市场的领导者。 2024 年 3 月,Apple, Inc. 在 Apple Podcasts 上推出了三个新的精选播客集——Darkside、tbh 和 Popped——为听众提供了探索真实犯罪、文化讨论和娱乐的专门空间。这些合集在美国和加拿大免费提供,每週都会更新新的推荐。 Darkside 深入探讨犯罪和调查,tbh 呈现社会话题的多样化观点,Popped 则策划有关电视、电影、音乐和流行文化的讨论,以增强播客爱好者的内容髮现。 Spotify Technologies SA、Sirius XM Holdings, Inc. 和 Audacy Inc. 等公司是播客市场的主要创新者。
资料来源:KBV 研究与二手资料分析
驱动因素与限制因素
驱动因素* 点播音讯内容在消费者中越来越受欢迎
限制:播客收益面临挑战,独立创作者的商机有限
机会* 播客产业广告商的投资和赞助增加
挑战 *版权和授权挑战 限制音乐和第三方内容的使用
市场成长要素
从传统广播到点播音讯内容的转变是播客市场发展的主要驱动力。与预定的广播节目不同,播客可以让听众方便地收听内容。由于人们可以在任何时间、任何地点(无论是在通勤途中、运动时还是休息时)收听播客,因此播客的采用率显着提高。此外,人工智慧平台个人化推荐的兴起使得发现新内容变得更加容易,帮助听众保持对自己喜欢的音乐类型的关注。因此,点播音讯内容在消费者中的日益普及正在推动市场成长。
此外,名人和社群媒体影响者在提高播客的普及度方面发挥了关键作用。当名人开始播客时,他们可以利用现有的粉丝群并迅速建立听众。这些名人经常利用他们的影响力在社群媒体上宣传影集,进一步增加参与度。因此,品牌和广告商热衷于投资名人主持的播客,因为他们认识到其提高听众保留率和品牌忠诚度的潜力。总之,由名人和有影响力的人主持的播客对观众参与度的影响力日益增强,正在推动市场成长。
市场限制
然而,儘管播客越来越受欢迎,但收益仍然是一个重大挑战,尤其是对于独立创作者而言。与 YouTube 等影片平台不同,这些平台的广告收入直接与创作者分享,而播客则严重依赖赞助、听众捐款和高级订阅模式。许多独立播客都难以获得广告合同,因为赞助商通常优先考虑拥有大量观众和已建立品牌知名度的节目。因此,播客收益的挑战和独立创作者的商机有限阻碍了市场的成长。
按类型分類的展望
就类型而言,市场细分为新闻和政治、社会和文化、喜剧、体育等。社会文化部分在 2023 年占市场收益占有率的 23%。此类别包括广泛的内容,从讲故事和历史到自我提升和对当前社会问题的讨论。社会和文化播客的吸引力在于它们能够提供亲密、相关且发人深省的对话,对听众具有极大的吸引力。
按格式展望
根据形式,市场分为访谈、小组讨论、独奏、回收内容和对话。 2023 年,对话环节占据了市场 25% 的收益占有率。这种形式通常由两位或多位主持人进行自由对话,讨论各种话题,从流行文化和时事到个人经验和幽默。对话风格营造出一种亲密和熟悉的感觉,让听众感觉他们是讨论的一部分。
区域展望
根据地区,市场分析涵盖北美、欧洲、亚太地区和LAMEA。 2023 年,亚太地区在市场上的收益占有率为 28%。中国、印度、澳洲和日本等国家的播客消费量正在激增,这得益于人们对区域内容、多样化语言和在地化故事叙述的兴趣日益浓厚。 JioSaavn、喜马拉雅和 KKBOX 等串流媒体平台和本地音讯应用程式的成长进一步加速了播客的普及。此外,亚太地区人口结构的年轻化以及自助、商业和娱乐播客的日益普及也促进了市场扩张。
市场竞争及特性
播客市场高度分散,许多独立创作者、小众网路和新兴平台都在争夺观众的注意力。规模较小的参与者有机会进行创新,探索独特的内容格式,并利用区域和特定类型的市场。然而,收益挑战、可发现性问题和受众保留仍然是主要障碍,使得差异化和策略伙伴关係对于成长至关重要。
播客市场分析范围:
报告属性详细信息
2023 年市场规模:248.8 亿美元
2031 年预估市场规模:1,430.5 亿美元
基准年:2023年
历史时期:2020年至2022年
预测期:2024 年至 2031 年
2024-2031 年收益成长率(CAGR):25.1%
页数:217
表:303 个项目
内容范围:市场趋势、收益估计和预测、細項分析、区域和国家细分、竞争格局、市场占有率分析、波特五力分析、公司概况、公司策略发展、 SWOT 分析、制胜必要事项
涵盖范围:类型、格式、地区
符合条件的国家*:北美(美国、加拿大、墨西哥、北美其他地区)
参与的公司包括 Amazon.com, Inc.、Apple, Inc.、Sirius XM Holdings, Inc. (Pandora Media, Inc.)、Spotify Technologies SA、SoundCloud Global Limited &Co. KG、Acast AB、Audacy Inc.、Podbean Tech Inc.、TuneIn, Inc. 和 iHeartMedia, Inc.
The Global Podcasting Market size is expected to reach $143.05 billion by 2031, rising at a market growth of 25.1% CAGR during the forecast period.
The North America segment recorded 37% revenue share in the market in 2023. The region's strong market presence can be attributed to the widespread adoption of digital audio platforms, high internet penetration, and the well-established podcasting ecosystem. The United States, in particular, is home to some of the most popular and highest-earning podcasts, with major media companies, celebrities, and independent creators contributing to the industry's growth.
The major strategies followed by the market participants are Product Launches as the key developmental strategy to keep pace with the changing demands of end users. In January, 2025, Audacy Inc. launched Campus Files, a weekly podcast exploring historical and contemporary college scandals, including admissions fraud, hazing, and academic misconduct. Hosted by journalist Margo Gray, the series covers cases such as UNC's fake classes, Harvard's 1920 Secret Court, and Columbia's ranking data manipulation. Moreover, In August, 2024, Sirius XM Holdings, Inc. announced the launch of SiriusXM Podcasts+, a new premium subscription available via Apple Podcasts, offering ad-free listening, exclusive content, and early access to episodes. Available from August 5 in over 50 countries, including the U.S. and Canada, the service features top shows such as "SmartLess," "Freakonomics Radio," "99% Invisible," and "Literally! with Rob Lowe." SiriusXM Podcasts+ aims to enhance audience reach, provide value to creators, and integrate premium content into the SiriusXM app, reinforcing the company's leadership in audio entertainment.
KBV Cardinal Matrix - Podcasting Market Competition Analysis
Based on the Analysis presented in the KBV Cardinal matrix; Apple, Inc. and Amazon.com, Inc. are the forerunners in this Market. In March, 2024, Apple, Inc. launched three new curated podcast collections-Darkside, tbh, and Popped-on Apple Podcasts, offering listeners dedicated spaces to explore true crime, cultural discussions, and entertainment. Available for free in the U.S. and Canada, these collections will be updated weekly with fresh recommendations. Darkside delves into crime and investigations, tbh presents diverse perspectives on societal topics, and Popped curates discussions on TV, movies, music, and pop culture, enhancing content discovery for podcast enthusiasts. Companies such as Spotify Technologies S.A., Sirius XM Holdings, Inc., Audacy Inc. are some of the key innovators in Podcasting Market.
Source: KBV Reseaarch and Secondary Research Analysis
Driving and Restraining Factors
Drivers * Rising Popularity of On-Demand Audio Content Among Consumers
Restraints * Challenges in Podcast Monetization and Limited Revenue Opportunities for Independent Creators
Opportunities * Rising Investments and Sponsorships from Advertisers in the Podcasting Industry
Challenges * Copyright and Licensing Challenges Limiting the Use of Music and Third-Party Content
Market Growth Factors
The shift from traditional radio to on-demand audio content has been a key driver for the podcasting market. Unlike scheduled radio broadcasts, podcasts allow listeners to consume content conveniently. Whether during commutes, workouts, or relaxation, the ability to listen anytime and anywhere has significantly increased podcast adoption. Furthermore, the rise of personalized recommendations through AI-driven platforms has made discovering new content easier, ensuring listeners remain engaged with their favourite genres. Hence, the Rising popularity of on-demand audio content among consumers is propelling the market's growth.
Additionally, Celebrities and social media influencers have been pivotal in driving podcast popularity. When well-known personalities launch their podcasts, they bring their existing fan base, ensuring an immediate audience. These high-profile figures often use their influence to promote their episodes on social media, further increasing engagement. As a result, brands and advertisers are keen to invest in celebrity-hosted podcasts, recognizing the potential for high listener retention and brand loyalty. In conclusion, the growing influence of celebrity and influencer-hosted podcasts on audience engagement is propelling the market's growth.
Market Restraining Factors
However, Despite podcasts' rising popularity, monetization remains a significant challenge, especially for independent creators. Unlike video platforms like YouTube, where ad revenue is directly shared with creators, podcasting relies heavily on sponsorships, listener donations, and premium subscription models. Many independent podcasters struggle to secure advertising deals, as sponsors often prioritize shows with large audiences and established brand recognition. Thus, challenges in podcast monetization and limited revenue opportunities for independent creators are impeding the market's growth.
Genre Outlook
Based on genre, the market is characterized into news & politics, society & culture, comedy, sports, and others. The society & culture segment held 23% revenue share in the market in 2023. This category includes a wide range of content, from storytelling and history to self-improvement and discussions on contemporary social issues. The appeal of society & culture podcasts lies in their ability to provide intimate, relatable, and thought-provoking conversations, making them highly engaging for listeners.
Format Outlook
On the basis of format, the market is classified into interviews, panels, solo, repurposed content, and conversational. The conversational segment recorded 25% revenue share in the market in 2023. This format typically features two or more hosts engaging in free-flowing conversations on various topics, ranging from pop culture and current events to personal experiences and humour. The conversational style creates a sense of intimacy and familiarity, making listeners feel like they are part of the discussion.
Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific segment witnessed 28% revenue share in the market in 2023. Countries such as China, India, Australia, and Japan have experienced a surge in podcast consumption, fuelled by rising interest in regional content, diverse languages, and localized storytelling. The growth of streaming platforms and regional audio apps such as JioSaavn, Ximalaya, and KKBOX has further accelerated podcast adoption. Additionally, the younger demographic in Asia Pacific and the increasing popularity of self-improvement, business, and entertainment podcasts have contributed to the market's expansion.
Market Competition and Attributes
The podcasting market becomes highly fragmented, with numerous independent creators, niche networks, and emerging platforms competing for audience attention. Smaller players gain opportunities to innovate, explore unique content formats, and leverage regional or genre-specific markets. However, monetization challenges, discoverability issues, and audience retention remain significant hurdles, making differentiation and strategic partnerships crucial for growth.
Podcasting Market Coverage:
Report Attribute Details
Market size value in 2023 USD 24.88 Billion
Market size forecast in 2031 USD 143.05 Billion
Base Year 2023
Historical period 2020 to 2022
Forecast Period 2024 to 2031
Revenue Growth Rate CAGR of 25.1% from 2024 to 2031
Number of Pages 217
Tables 303
Report Coverage Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Competitive Landscape, Market Share Analysis, Porter's 5 Forces Analysis, Company Profiling, Companies Strategic Developments, SWOT Analysis, Winning Imperatives
Segments Covered Genre, Format, Region
Country Scope * North America (US, Canada, Mexico, and Rest of North America)
Companies Included Amazon.com, Inc., Apple, Inc., Sirius XM Holdings, Inc. (Pandora Media, Inc.), Spotify Technologies S.A., SoundCloud Global Limited & Co. KG, Acast AB, Audacy Inc., Podbean Tech Inc., TuneIn, Inc., and iHeartMedia, Inc.
Recent Strategies Deployed in the Market
List of Key Companies Profiled
Global Podcasting Market Report Segmentation
By Genre
By Format
By Geography