以下文章来源于读娱 ，作者小读娱儿 读娱 . 有温度、有深度的泛文娱商业一线媒体…… 来源丨 读娱 （ID： yiqiduyu ） 作者丨 蒜香啫啫角 小红书则采取了更加轻量化和社区化的路径。 2023 年年初，小红书就开始与多档播客推出独家视频 节目。今年八月，小红书科学薯推出创作活动 " 随时随地视频播客 " ，倡导用户发布聊天内容，规 定时长在 15-20 分钟之间，并指定三个内容方向，参与者可随机获得 5-30 万流量曝光。 图源丨罗永浩微博视频截图 近期， B 站、小红书、抖音、喜马拉雅等平台纷纷押注视频播客赛道。 B 站推出 " 视频播客出圈计 划 " ，提供 10 亿级流量扶持；小红书发起 " 随时随地视频播客 " 活动；抖音精选也在同步试水。 视频播客这种融合了深度对话与视觉呈现的内容形式，悄然间成为了各平台的簇拥，正在从边缘走向 中心，不过从音频到视频的转变虽能引发一时的市场波动，但更长远的未来可能仍然需要走一步看一 步。 多平台争相入局 内容生态的新一轮竞赛 各大内容平台正在以不同方式拥抱视频播客浪潮，展现出战略思维的差异。 B 站是这轮视频播客风潮的主要推手。今年二月， B 站发起 " ...

Core Insights - The rise of video podcasts is becoming a significant trend in the content industry, with platforms like Bilibili, Xiaohongshu, Douyin, and Ximalaya investing heavily in this format [1][2][10] - Video podcasts combine deep dialogue with visual presentation, moving from the periphery to the center of content consumption [1][10] Group 1: Platform Strategies - Bilibili is a major proponent of the video podcast trend, launching initiatives like the "Video Podcast Out of the Circle Plan" and recruiting various celebrities and institutions to create content [2][10] - Xiaohongshu has adopted a lighter, community-focused approach, encouraging user-generated content through its "Anytime, Anywhere Video Podcast" initiative [4][10] - Ximalaya has also entered the video podcast space, showcasing successful series like "Walking Thoughts," which has garnered significant viewership [10][19] Group 2: Content Evolution - Video podcasts are diverse and still in the exploratory phase, with Bilibili's content relying heavily on celebrity influence and professional production [11][17] - Notable viewership statistics include 2.49 million views for a show featuring Yu Qian and 3.28 million for a conversation between Lu Yu and Yi Li Jing, highlighting the initial draw of celebrity-led content [13][17] - The transition from audio to video is seen as a way to reach broader audiences, enhancing engagement through visual elements [15][19] Group 3: User Engagement and Market Demand - The demand for long-form content is evident, with Bilibili reporting a 270% year-over-year increase in video podcast consumption time, reaching 25.9 billion minutes [19] - Video podcasts fulfill modern users' needs for "digital companionship," allowing for real-time interaction and deeper connections between users and content [19][20] - The format also opens up new avenues for monetization, including natural content integration and subscription models, allowing creators to focus on content quality rather than just view counts [19][20] Group 4: Future Outlook - The success of video podcasts hinges on the ability to prioritize content value over celebrity appeal, with a focus on deep, meaningful discussions [20] - A sustainable video podcast ecosystem requires collaboration between creators and platforms to enhance content quality and establish effective recommendation systems [20]