Recently, the online audio platform Litchi Group released the "With You in My "Voice" Side • Chinese Youth 2021 Internet Audio Listening Report", the report shows that the "Z generation" crowd is the main force of Internet audio users, 90% of users are post-90s, post-00s young people, emotional and voice lovers related content is the most popular, under the epidemic, literature and language learning have become the new favorites of young people; suitable for lying flat city "Xi'an", actually chickens and chickens into internal volumes. In addition, young people are accustomed to nighttime haunts, and listening is peak before going to bed.
Gen Z is the main force in audio consumption
Sound is the medium that most vividly expresses the human heart and emotions. All human inner activities rely on sound to convey, so that others can perceive their emotions. Online audio industry development prospects are unlimited, Ai Media Consulting data show that the size of China's online audio market shows a growth trend, it is expected that the online audio market size will reach 31.2 billion yuan in 2022, an increase of 41.8% year-on-year.
In the past 2021, 43% of men and 57% of women were active on Lychee Apps. From the perspective of content preferences, boys love to listen to talk shows, and girls love to listen to parent-child babies.
The report shows that the Gen Z crowd is the main force of Internet audio consumption. Among them, the total proportion of post-90s and post-00s is 90%. In terms of content, the post-90s love to listen to emotional content, and the post-00s love sound lovers the most.
Post-80s favorite parent-child podcast Xi'an "chicken baby" is the most volume
Recently, the post-90s and post-00s marriage and childbearing delays and the rising probability of women not marrying for life and other related topics have been discussed hotly, and the lychee App data seems to be reflected on the side. The report shows that on the lychee App, the strongest main force of parent-child listening is the post-80s, followed by the post-70s, and there are not many post-90s and post-95s of the appropriate age, and some experts have proposed that it is still a bit reasonable to pin the hope of fertility on men and women after 75 to post-85s.
It is worth noting that in the internet audio use crowd, there is a group of chicken baby parents, reading picture books for the baby, letting the baby read the text, taking the baby to read famous books and so on. Among them, the top of the list is Xi'an, which has the longest reading time on the Lychee App and has been rolled through Beijing. And I started reading at 6 o'clock in the morning and still read at 10 o'clock in the evening. The second place, Kaifeng, is located in the hinterland of the Central Plains, is the first batch of national historical and cultural cities, and the education of children is also the focus of attention.
The study of literature and language has become the new favorite of Chinese youth
Loneliness and stress have become a mental state that is difficult for modern people to eliminate, and sleep difficulties are one of the "symptoms" of the manifestation. At night, after a busy day, young people's need to relieve stress and relax their mood is also more exuberant. More and more Chinese youth choose the accompaniment of sound to relax themselves, and the rise of Internet audio platforms has also given insomnia patients more choices for audio content in addition to music.
In the past 2021, more and more Chinese youth love to use audio as a little assistant to sleep. The annual peak online time for the Litchi App is 21:00, followed by 24:00. The favorite keyword for young people who are used to nighttime haunting is "treatment for insomnia".
In addition to listening to music and falling asleep, "customizing good morning" in the morning, Lychee also unlocked the hidden identity "tree hole" and "learning record platform". In the top five new anchor categories added to the Lychee platform in 2021, in addition to emotion and parent-child, literature, voice lovers, language learning and other categories are rising significantly, after more young people stay at home under the epidemic, in addition to brushing short videos and playing games, reading and learning has become a growing demand, and more and more young people have begun to improve their abilities through audio, socialize, and show their talents.
Many young people not only listen but also speak out on the Internet audio platform, and common topics make it easy for Chinese youth to find peer resonance. According to Ai Media Consulting data, more than 70% of users (77.5%) are willing to meet friends with the same hobbies through online audio. Tonghao social has become an important social demand of the new generation of groups, such as lychee and other young users with high concentration and strong social attributes of the online audio community will become an important development platform for "online audio + tonghao social".
(The above report and pictures are officially released by Lychee APP)
New Media Editor: Wu Bing
China Net Finance Official WeChat (ID:zgwcjzx)