播客：一個爆炸式增長的市場

概述：

在這份報告中，我們分析了全球播客市場，包括家庭音頻設備的滲透率、消費者在各種平台和類型上的播客行為（例如每週收聽時間）、播客內容、設備以及我們匯集了消費者在製作方面的支出，用戶體驗和發現，以及播客聽眾和製作人（專業和個人）的詳細趨勢。

分析師意見

播客具有建立信任和忠誠度的獨特能力。 即使這是一種單方面的關係，它也會隨著時間的推移而建立起來。

內容

分析技術和關鍵術語

關鍵術語和定義

執行摘要

音頻內容服務

• 家庭音頻設備所有權
• 音頻設備的採用情況：智能揚聲器/智能顯示屏所有者
• 音頻設備的採用：播客收聽者
• 按播客創作者類型劃分的音頻設備採用率
• 購買音頻設備的意向
• 過去 6 個月內購買的音頻設備
• 音頻設備的平均購買價格

音頻行為

• 一周花在聽音頻上的小時數
• 每週收聽音頻源超過 1 小時的百分比：按年齡
• 平均每週花在音頻活動上的時間：按年齡段
• 用於收聽數字音樂的設備

音頻操作：免費音樂服務

• 使用免費音樂服務
• 免費音樂服務的使用情況：按年齡段分類
• 免費音樂服務的使用情況：按收入分類
• 免費音樂服務的使用情況：按介紹部分
• 每週花在音頻活動上的平均小時數：按免費音樂服務
• 免費音樂服務的使用情況：按設備
• 免費/付費音樂服務的使用情況：按設備

音頻行為：付費音樂服務

• 付費音樂服務的使用：
• 付費音樂服務的使用情況：按年齡段分類
• 付費音樂服務的使用：按收入
• 付費音樂服務的引入狀態：按技術理解水平
• 付費音樂服務的使用：按設備
• 平均每週花在付費音樂服務音頻活動上的時間

音頻操作：播客內容

• 播客收聽/觀看頻率：按內容
• 每月至少收聽一次的播客類型：按年齡段分類
• 每月收聽的播客類型：按性別
• 您用來訪問播客的應用程序/網站
• 最常用於訪問播客的應用/網站
• 我每天收聽的播客類型：按平台分類
• 如何發現新的播客
• 播客每月訂閱費用
• 平均每月播客費用：按使用的平台
• 播客平台用戶體驗
• 播客應用/網站用戶體驗

創建播客

• 過去 12 個月的播客製作活動
• 播客製作的主要目的
• 播客產消者用於播客製作的設備
• 有意購買播客製作設備
• 過去 12 個月內的播客製作/推廣費用
• 製作/推廣成本為 0 美元或更多的播客的平均成本
• % 的播客費用為 0 美元
• 按業務渠道劃分的播客月收入
• 收入為 0 美元或以上的人的平均月收入
• 賺錢的播客百分比
• 播客計劃投資以改進播客的領域
• 播客每一集獲得的聽眾/觀眾人數
• 按播客收聽者/觀眾人數統計的平均月收入
• 播客發布和分發平台
• 按分發平台劃分的播客平均月收入
• 每集觀看次數：按分發平台

附錄

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