Podcasters record podcasts at a Shanghai, east China recording studio, Feb. 22, 2022. (Photo/Xinhua)

Chongqing - In recent years, more and more people have started to "read" with their ears, relying on "listening" to gather information, and the "ear economy" has rapidly gained momentum.

Podcasts, as an important part of this trend, are developing at a particularly noticeable pace.

A podcast is a program format that primarily uses audio as the medium. It covers topics such as music, audiobooks, radio dramas, live broadcasts, and paid knowledge content. In 2023, the number of Chinese-language podcast programs grew sixfold compared to three years ago.

"Compared to short videos, audio allows me to listen while doing housework," said a resident of Jinan surnamed Jin.

Short videos require both eyes and ears, and after watching too much, my eyes hurt, and I feel dizzy. But with audio, I can listen anytime and anywhere, either through the phone's external speakers or with headphones, she added.

Podcasts have become integral to people's daily lives, especially when waking up, commuting, and driving. In 2024, the proportion of people who listen to podcasts upon waking up increased from 27.0 percent to 37.9 percent, while listening while driving grew from 28.8 percent to 33.9 percent, and listening while exercising rose from 35.2 percent to 49.5 percent.

"I've already listened for over 4,000 hours. The content I mainly listen to is divided into two categories: AI and cutting-edge technology, and content that offers emotional companionship," said Xiao Jia, a post-00s white-collar worker from Jinan who has been listening to podcasts since middle school. Over the years, his audiobook experience has been primarily on apps. Whether during commuting, cycling or before bed, podcasts fill his fragmented time.

According to a report on the podcast industry released in 2024 by China's popular podcast platform Ximalaya, the main audience for podcasts is concentrated in first-tier and quasi-first-tier cities, with employed workers and students being the primary groups. Among the core age group of 18-40, over 80 percent of listeners have a bachelor's degree or higher, and more than 70 percent of listeners listen to podcasts for over half an hour each day.

Huge market potential

A resident of Jinan surnamed Chen, is a loyal listener to a radio app. She shared her experience: "I'm a yearly member, which costs 238 yuan ($32.46)  per year. Since I wanted to listen to an audiobook that required an additional fee, I paid 150 yuan extra. Last month, I also purchased a 138 yuan tea art learning package. Over the past few years, I've spent thousands of yuan on the platform."

In the rise of the "ear economy," major audio platforms like Ximalaya, Lizhi, and Qingting FM have quickly emerged, dominating the market.

The report found that there are currently three main commercialization paths for Chinese-language podcasts: paid podcasts, podcast advertising, and branded podcasts. Among the surveyed users, 45.9 percent had purchased paid podcast programs in the past year. Paid podcasts often rely on program quality, long-term reputation, and trust accumulation to attract users willing to pay. For example, one podcast host on Ximalaya has achieved total sales exceeding one million yuan based on paid content.

Additionally, platforms like Qingting FM have tried to introduce paid subscriptions, tipping, and paid albums, attempting to provide direct revenue channels for content creators.

Currently, there are more than 40,000 enterprises related to the "ear economy" in China. Over 30 percent of the public listens to audiobooks. About 35.4 percent of users opt for paid subscriptions, and it is expected that by 2028, the online audio market revenue will grow to 51 billion yuan.

Industry insiders believe podcasts offer more than just companionship to listeners; they also build a new lifestyle. The "ear economy" is expected to have even more room for growth in areas such as soundscapes and sound therapy.

(Haibao News contributed the Chinese version of this report)