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谢伏瞻
    中国社会科学院学部委员,学部主席团主席,研究员,博士生导师。历任中国社会科学院院长、党组书记,国务院发展中心副主... 详情>>
蔡 昉
    中国社会科学院国家高端智库首席专家,学部委员,学部主席团秘书长,研究员,博士生导师。先后毕业于中国人民大学、中国... 详情>>
李培林
    男,汉族,出生于1955年5月,山东济南人,博士,研究员,全国人民代表大会社会建设委员会副主任委员,中国社会科学... 详情>>

    2021年中国有声书市场发展报告

    摘要

    随着互联网数字技术的发展、人们阅读习惯的改变、政策的推动以及社会经济的发展,有声书在我国成为越来越受欢迎的音频内容产品。目前我国是全球第二大有声书市场,有声书产业不断快速发展,市场体系也逐渐成熟。有声书产业链的上游主要是文字制作版权商;中游主要是内容制作方,“喜马拉雅”“蜻蜓FM”“荔枝”三家平台形成头部效应,有声书的生产模式有UGC、PGC和PUGC三种;下游用户呈现年轻化特征,对有声书的收听出于多种目的且应用场景广泛,年轻及新一线城市用户付费意愿更强烈。在未来,有声书的应用场景将会更广泛、盈利模式将会更丰富,更多玩家加入赛道激发商业潜力,同时也需要产业的变革和创新,突破瓶颈,以实现高质量发展。

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    Abstract

    With the development of internet digital technology,the change of people’s reading habits,the promotion of policies and the development of social economy,audiobooks have become an increasingly popular audio content product in China. At present,China is the second largest market for audiobooks in the world,and the audiobook industry continues to develop rapidly and the market system is gradually maturing. The upstream of the audiobook industry chain is the copyright holder,the midstream is mainly the audiobook reading platform,with Himalaya,Dragonfly FM and Lychee forming the head effect,and the audiobook production mode has three modes:UGC,PGC and PUGC. Downstream users show young characteristics,listen to audiobooks for a variety of purposes and a wide range of application scenarios,and young and new first-tier city users are more willing to pay. In the future,audiobooks will have a wider range of application scenarios and richer profit models,with more players joining the track to stimulate business potential,while also requiring industry change and innovation to break through bottlenecks to achieve high-quality development.

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    作者简介
    王宇:王宇,中国传媒大学文化产业管理学院教授。
    李丹丹:李丹丹,中国传媒大学文化产业管理学院硕士研究生。
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