用户观看时长单季暴涨270%，B站、小红书都在做的视频播客“卷”起来了

Core Insights - Major companies are shifting their focus towards video podcasts, leveraging the popularity of long-form content on platforms like Bilibili [1][2] - The domestic market for video podcasts is maturing, driven by changing consumer habits and the success of long-form content on short video platforms [3][7] Industry Trends - Video podcasts are gaining traction in China, with platforms like Bilibili and Xiaohongshu actively promoting this content format [2][7] - The growth of video podcasts is supported by a significant increase in user engagement, with Bilibili reporting a 270% year-on-year increase in viewing time for video podcasts [7] Market Comparison - The podcast market in China is lagging behind the U.S., where audio podcasts have become a significant part of content consumption, with 70% of Americans aged 12 and above having listened to a podcast [3][4] - In contrast, the Chinese podcast market has struggled with monetization, with a total advertising revenue of 3.3 billion yuan in 2024, significantly lower than the U.S. market [14][20] Content Ecosystem - The current video podcast landscape in China is heavily influenced by celebrities, which has helped to drive initial interest but may also reinforce an elitist perception of the medium [8][11] - The transition from audio to video podcasts presents challenges for creators, including higher production costs and the need for greater personal engagement [12][13] Monetization Challenges - Monetization remains a significant hurdle for Chinese podcast creators, with many struggling to generate substantial income from advertising and subscriptions [14][20] - The average income for top podcast creators is around 130,000 yuan per year, highlighting the difficulties in achieving financial sustainability in this space [14] Future Outlook - There is optimism regarding the potential for video podcasts to tap into more diverse revenue streams, especially as platforms like Bilibili develop comprehensive monetization strategies [20][22] - The disparity between the Chinese and international podcast markets suggests significant growth potential for video podcasts in China, although it will require time and effort to establish a robust commercial framework [22]