The optimization and reform of the supply and demand structure of rural popular science is the key to the development of rural popular science. With the development of modern agricultural industry and a large number of new demands of new agricultural operators and farmers for popular science，the current rural popular science work is facing great challenges. Based on preliminary in-depth rural research and interviews in villages，this paper summarizes four new needs of rural popular science，namely，the difficulties in the introduction and application of multiple technologies to be solved，the communication channels between research institutes and production lines to be developed，the interactive and experience-based popular science to be strengthened，and the knowledge popularization at the back end of the industrial chain to be improved. It is found that the supply and demand of popular science in rural areas are highly mismatched in terms of technology，platform，form and content，The factors affecting the matching of supply and demand of rural popular science are also explored. Four optimization paths are proposed：constructing a hierarchical and progressive popular science system，establishing industry-university-research alliance，optimizing the allocation of popular science resources，and promoting the integration of production and marketing of popular science content.