播客：一个爆炸式增长的市场

概述：

在这份报告中，我们分析了全球播客市场，包括家庭音频设备的渗透率、消费者在各种平台和类型上的播客行为（例如每週收听时间）、播客内容、设备以及我们汇集了消费者在製作方面的支出，用户体验和发现，以及播客听众和製作人（专业和个人）的详细趋势。

分析师意见

播客具有建立信任和忠诚度的独特能力。 即使这是一种单方面的关係，它也会随着时间的推移而建立起来。

内容

分析技术和关键术语

关键术语和定义

执行摘要

音频内容服务

• 家庭音频设备所有权
• 音频设备的采用情况：智能扬声器/智能显示屏所有者
• 音频设备的采用：播客收听者
• 按播客创作者类型划分的音频设备采用率
• 购买音频设备的意向
• 过去 6 个月内购买的音频设备
• 音频设备的平均购买价格

音频行为

• 一周花在听音频上的小时数
• 每週收听音频源超过 1 小时的百分比：按年龄
• 平均每週花在音频活动上的时间：按年龄段
• 用于收听数字音乐的设备

音频操作：免费音乐服务

• 使用免费音乐服务
• 免费音乐服务的使用情况：按年龄段分类
• 免费音乐服务的使用情况：按收入分类
• 免费音乐服务的使用情况：按介绍部分
• 每週花在音频活动上的平均小时数：按免费音乐服务
• 免费音乐服务的使用情况：按设备
• 免费/付费音乐服务的使用情况：按设备

音频行为：付费音乐服务

• 付费音乐服务的使用：
• 付费音乐服务的使用情况：按年龄段分类
• 付费音乐服务的使用：按收入
• 付费音乐服务的引入状态：按技术理解水平
• 付费音乐服务的使用：按设备
• 平均每週花在付费音乐服务音频活动上的时间

音频操作：播客内容

• 播客收听/观看频率：按内容
• 每月至少收听一次的播客类型：按年龄段分类
• 每月收听的播客类型：按性别
• 您用来访问播客的应用程序/网站
• 最常用于访问播客的应用/网站
• 我每天收听的播客类型：按平台分类
• 如何发现新的播客
• 播客每月订阅费用
• 平均每月播客费用：按使用的平台
• 播客平台用户体验
• 播客应用/网站用户体验

创建播客

• 过去 12 个月的播客製作活动
• 播客製作的主要目的
• 播客产消者用于播客製作的设备
• 有意购买播客製作设备
• 过去 12 个月内的播客製作/推广费用
• 製作/推广成本为 0 美元或更多的播客的平均成本
• % 的播客费用为 0 美元
• 按业务渠道划分的播客月收入
• 收入为 0 美元或以上的人的平均月收入
• 赚钱的播客百分比
• 播客计划投资以改进播客的领域
• 播客每一集获得的听众/观众人数
• 按播客收听者/观众人数统计的平均月收入
• 播客发布和分发平台
• 按分发平台划分的播客平均月收入
• 每集观看次数：按分发平台

附录

SYNOPSIS:

This study examines the podcast market. Topics include household audio equipment adoption; consumer podcast behavior across various platforms, and genres (e.g., hours spent listening per week); consumer spending on podcast content, equipment, and production; user experience and discovery sources; and segmentation by podcast listeners and producers (both professionally and personally).

ANALYST INSIGHT:

"Podcasts have a unique ability in building trust and loyalty. Relationships, even if they are one-sided, are developed over time." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Methodology and Key Terms

Key Terms and Definitions

Executive Summary

• Devices Used to Listen Digital Music
• Percentage Listening to Audio for at Least 1 Hour
• Use of Free Music Service by Age Groups
• Use of Paid Music Service by Age Groups
• Podcast Platforms User Experience
• Ways to Discover New Podcasts
• Podcast Production Activities in the Last 12 Months
• Number of Listeners/Viewers Per Episode Produced
• Primary Purpose for Producing Podcasts
• Podcaster Average Spend Per Year Compared to Average Revenue Per Month Among Podcasters That Spend or Make Over $0
• Percentage Listening to Podcasts for at Least One Hour Per Week by Age
• Podcast Production Equipment Purchase Intention

Audio Content and Services

• Home Audio Device Ownership
• Audio Device Adoption by Smart Speaker and Smart Display Ownership
• Audio Device Adoption by Podcast Listener
• Audio Device Adoption by Podcast Creator Type
• Audio Devices Purchase Intention
• Audio Devices Purchased in the Last 6 Months
• Average Purchase Price for Audio Devices

Audio Behaviors

• Weekly Hours Spent Listening to Audio
• Percentage Listening at Least One Hour Per Week to Audio Sources by Age
• Average Weekly Hours Spent on Audio Activities by Age Groups
• Devices Used to Listen Digital Music

Audio Behaviors: Free Music Services

• Use of Free Music Service
• Use of Free Music Service by Age Groups
• Use of Free Music Service by Income
• Use of Free Music Service by Adoption Segments
• Average Weekly Hours Spent on Audio Activities by Free Music Service
• Use of Free Music Service by Device Used
• Use of Free vs. Paid Music Service by Device

Audio Behaviors: Paid Music Services

• Use of Paid Music Service
• Use of Paid Music Service by Age Groups
• Use of Paid Music Service by Income
• Paid Music Service Adoption by Tech Affinity
• Use of Paid Music Service by Device
• Average Weekly Hours Spent on Audio Activities by Paid Music Service

Audio Behaviors: Podcast Content

• Frequency of Listening/Watching Podcast by Content
• Podcast Genre Listened to at least Monthly by Age
• Podcast Genre Listened Monthly by Gender
• Apps/Websites Used to Access Podcast
• Most Frequently Used Apps/Websites to Access Podcast
• Podcast Genre Listened Daily by Platform Used
• Ways to Discover New Podcasts
• Monthly Spending on Podcast Subscriptions
• Average Monthly Cost for Podcast by Platform Used
• Podcast Platforms User Experience
• User Experience with Podcast Apps/Websites

Producing Podcasts

• Podcast Production Activity in Past 12 Months
• Primary Purpose of Podcast Production
• Equipment Used for Podcast Production Among Podcast Prosumers
• Podcast Production Equipment Purchase Intention
• Cost for Podcast Production/Promotion Within Last 12 Months
• Average Cost for Podcast Production/Promotion Among Those Spending More Than $0
• Percent of Podcasts That Spend $0
• Podcast Monthly Revenue by Business Channels
• Average Revenue Per Month Among Those Earning More Than $0
• Percent of Podcasts That Earn Money
• Areas that Podcasters' Intend to Invest for Podcast Improvement
• Number of Listeners/Viewers Got for Each Episode of Podcast
• Podcast Monthly Revenue Average by Number of Listeners/Viewers
• Podcast Publishing and Distribution Platforms
• Podcast Monthly Revenue Average by Distribution Platforms
• Number of Listens/Views Per Episode by Distribution Platform

Appendix