2024 China Podcast Commercialization White Paper: 3 Monetization Models, 5 Marketing Methods, 8 Potential Tracks, and 3 Commercialization Predictions

This "2024 China Podcast Commercialization White Paper" is first of all an internal learning material for me and my team to understand and study podcasts. Secondly, as a listener who likes podcasts and a self-media person, I am surprised by the rise of Chinese podcasts, but I am also quite worried about the future of Chinese podcasts.

In the era of the savage growth of short videos and algorithms, podcasts are a product of the opposite.

Short videos have swept the world, making a lot of good content too late to expand, letting people with traffic defeat professional people, making many grassroots rise, and making many elites lose their voices.

The rise of podcasts has finally allowed Chinese intellectuals, those who are afraid of murder while scrolling through Douyin Kuaishou, to find the soil for their voice, the context for expression, and the happy land for enjoying time instead of murdering time.

With the penetration of Apple's podcast and the rapid rise of the small universe platform, Chinese podcasts have ushered in a round of explosive growth. People who once couldn't find a feeling in the short video platform have entered the podcast track and tried to grasp the right to speak again. More and more customers, colleagues, and friends around me are starting to fall in love with podcasts.

At present, both podcast platforms, broadcasters, and MCN organizations are actually in the period of commercialization exploration. The head anchor in the podcast platform is not at the same level as the monetization in the field of short video public accounts. Take the short video platform as an example, the head anchor may calculate the revenue in tens of billions, and the top players in the official account field also calculate their income in the 100 million level, but the top players in the podcast field have just reached the threshold of 10 million.

Two days ago, I watched a news that the tens of millions of fans of a certain station are up and are going to make paid videos, because he hasn't received advertisements for 4 months, and the traffic incentives he gets are not enough to pay the rent, and I'm afraid that the podcast will become like this. Because I love podcasts, I'm afraid that the podcasters I like will also become the kind of people with bright faces and clean pockets.

That's why I'm researching podcasts on the topic of commercialization, and I want to use our years of business analysis capabilities to send some signals to the market, so that people who want to do podcasts can take fewer detours, and brand owners and partners can know the business value and marketing methods of podcasts.

I sincerely hope that Chinese podcasts can go further, and I hope that all those who do podcasts can make a living from podcasts.

Columnist

General Liang, public account: 梁军 (ID-liangjiangjunisme), everyone is a product manager columnist. Brand IP strategy consultant, thinking about one marketing topic every two weeks.

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