Analysis of the development trend of domestic mobile audio reading market in 2018
In simple terms, audio-reading refers to the reading, listening, and sharing of audio-visual readings for organizations or individuals, relying on web pages or client-side technologies.
Nowadays people's life pace is accelerating, and it is a luxury to set aside time to read books. Under such conditions, listening to books has become another option for acquiring knowledge and entertainment. After experiencing the development of pre-development and the wave of mobile short video, facing the competition of users' fragmented entertainment time, the mobile audio reading market has ushered in a new round of opportunities and challenges in 2018.
Analysts of the Speedway Research Institute analyzed and discussed the development trend of the domestic mobile audio reading market in 2018 by collecting and collating relevant data of the domestic mobile audio reading market in the first quarter of 2018.
The audio reading market is on the rise
The audio reading market is characterized by a small total size but stable growth. It is expected that the sound reading market will exceed 4 billion yuan in 2018.
From 2016 to 2018, the fastest growing three-year audio-reading market, more than 200 million people have become audio-reading users under the dual stimulation of audio technology and user demand. Under the cultivation and popularization of audio reading habits, audio reading that follows the trend of mobile will become one of the main leisure methods for users.
Himalayan has obvious advantages in similar applications
By sorting out the new downloads of mobile audio-reading APP 2018 Q1, it is not difficult to see that the Himalayan FM has shown its advantages in this quarter far more than other similar applications. Under the stimulation of the growing influence of audio reading, major FM platforms have launched listening services, and the listening section has become an important part of mobile radio content. In addition to the Himalayan FM, 蜻蜓FM is also in an advantageous position, with Q1 new downloads reaching 23.31 million.
In the vertical APP with audio reading, the number of lazy listeners has grown significantly, with a new download volume of 41.78 million. Lazy people listen to books with huge resources in the content of the novel, UGC content quality is high, and has cooperation with hundreds of publishers; Baidu reading new downloads in the vertical APP in the middle, but compared to the beginning of 2017, Baidu reading The progress is obvious.
Mainstream audio reading application overview
At present, several mainstream vertical audio reading apps have strong support in content. Lazy people listen to books as the industry leader, set up earlier, in the publishing house's literary content market coverage, 85% of the original literary adaptation rights are in the hands of lazy people listening.
The parent company of my cool book is Cool Technology, and another music product of my music has a strong influence. Therefore, in addition to listening to literary works, I can listen to music content.
In terms of content classification, each brand category is similar and the type coverage is comprehensive. Among them, the reading of the book is slightly different. The reading of the book is mainly from the perspective of the subject, and the road is different from other brands, which can satisfy the preferences of the special group.
Storytelling is what users like best to listen to.
In the content survey that users like to listen to, the content of storytelling and storytelling is the most popular, and the content of storytelling is more interesting and more attractive to users. There are also a large number of people who have specific needs like poetry and language, around 10%.
At present, there is still a lack of high-quality audio content in the audio reading market, and the quality is uneven. This is one of the reasons why the overall size of the audio reading market is not large. The content of storytelling and story-based novels lacks excellent readers, and there is no universal audio production system in the market. This is the biggest obstacle to the development of audio-visual reading. Having an excellent content production team or cultivating a talent system is an effective way to solve problems.
Most users in second, third and fifth tier cities
There are a wide range of users who have audio reading, and young people and the elderly are important user groups for audio reading. In terms of the distribution of audio-reading users, users in second-, third-, and fifth-tier cities are the most frequent, and first-tier cities are the least.
The main reason for this is the difference in economic levels. First-tier cities have higher economic levels, rich infrastructure, and more choices for user entertainment. The economic development of the second, third and fifth tier cities is relatively stable, and the entertainment facilities are slightly insufficient compared to the first-tier cities. The low-cost, simple and convenient entertainment methods such as audio reading will be more popular.
Analysts at the Speedway Research Institute believe that the audio reading market that has entered maturity is now calm in terms of capital, and the industry is facing a new round of reshuffle and entering a content-oriented development direction.
Under the more standardized management of copyright, the collection of high-quality copyright content is the main financial pressure that mobile radio stations and listening platforms need to face. Whether the continuous injection of funds has a significant impact on the market structure after shuffling.
From the point of view of the means of realisation, the current profit model in the industry is still immature, and content payment is still one of the main major means of realizing the major platforms in the future. Therefore, all major platforms must strengthen the management of their own copyrights and reduce the losses caused by piracy.
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