据娱乐资本论独家获悉，播客商业化经纪公司"超级内容"已完成300万元天使轮融资。根据公开资料显示，超级内容是近三年来唯一一家在资本寒冬中仍逆 势获得融资的播客公司。 2025年播客赛道风起云涌，小红书、B站等纷纷以视频播客概念搅动播客市场，但一级市场依然处于谨慎观望状态，播客厂牌相关的融资信息依然停留在 2022年前。因此在当下语境下，任何一家非AI、非具生智能等热点相关的投融资事件具有强烈的反共识指向意义。 那么，每年都说的"播客元年"真的要来了吗？资本为何在此刻下注播客赛道？为此超级内容团队也对外释放了自己的思考。 据悉，超级内容团队的创始团队是2位在业内富有声誉的营销专家： 创始人夏翰杰曾任500强企业品牌副总，倍轻松集团、城市集团营销顾问，曾多次孵化新消费品牌从0至亿，新书《内容力》也即将出版发行。 而联合创始人周龙更是来头不小：中国营销100人，中国广告年度最佳CMO，金狮奖及金投赏评委，首位引入好莱坞IP联名的中国人，美特斯邦威前CMO， 操盘美特斯邦威从3亿到100亿，我们所耳熟能详的《奇葩说》便是周龙参与过的经典案例，在奇葩说仅仅是一份策划案时，周龙独具慧眼的给到了马东当时 唯一的启动资金，这 ...

据娱乐资本论独家获悉，播客商业化经纪公司"超级内容"已完成300万元天使轮融资。根据公开资料显示，超级内容是近三年来唯一一家在资本寒冬中仍 逆势获得融资的播客公司。 创始人夏翰杰曾任500强企业品牌副总，倍轻松集团、城市集团营销顾问，曾多次孵化新消费品牌从0至亿，新书《内容力》也即将出版发行。 而联合创始人周龙更是来头不小：中国营销100人，中国广告年度最佳CMO，金狮奖及金投赏评委，首位引入好莱坞IP联名的中国人，美特斯邦威前 CMO，操盘美特斯邦威从3亿到100亿，我们所耳熟能详的《奇葩说》便是周龙参与过的经典案例，在奇葩说仅仅是一份策划案时，周龙独具慧眼的给到 了马东当时唯一的启动资金，这才有了后来节目的一路长虹。 本轮投资方千将资本虽国内不甚耳闻。但其创始人Simon Wang则是长期活跃在美国硅谷投资界的老朋友，曾是美国著名初创投资机构Wefounder早期股 东，成功投资马斯克XAI及SapceX、成功投资现OpenAI创始人山姆·奥特曼的YC，并成功投资硅谷著名项目DNA.US至上市。 以下是【超级内容】的专访： 十年前我押中了网综奇葩说，十年后我正在播客下注 娱乐资本论：作为操盘过百亿生意的营 ...

以下文章来源于表外表里 ，作者洞见数据研究院 表外表里 . 洞见数据研究院 将投中网设为"星标⭐"，第一时间收获最新推送 既是"流量洼地"，又是"客单价高地"。 作者丨 刘钰民 编辑丨 曹宾玲 来源丨 表外表里 爱马仕、 香奈儿、 Prada 、奔驰 ……在一个 月活 不过 千万 、 体量约等于 0.01 个抖音的独立 播客平台上，看到一众奢侈品开屏广告，当当不敢相信自己的眼睛。 然而，想到 自己 试水的 前 100 期节目就创下超 30 万成交，模式跑通后月成交 额 一度突破 15 万，她又觉得这一切早有预兆 。 2025 年，似乎是 中文播客 商业化 的 爆发 之年， 超头播客主罗永浩直言，入局 " 第一天就赚到 钱了 "； 中腰部作者 们，也传来了 " 年涨粉速度接近过去 5 年一半 "" 月入数十万 "的好消息。 平台大战 同步升温 ， 抖音、 B 站 、 小红书纷纷抢滩视频播客 ； 视频号、快手和百度将目光投 向音频播客，与喜马拉雅等 老 玩家正面交锋，整个赛道如火如荼。 但 翻开 " 沸腾 " 的 封面 ， 下一页却写着截然不同的故事。 拥有 50 万 + 订阅量的 "顶流"播客 《不合时宜》 ， ...

Core Insights - The podcast industry in China is experiencing a dual narrative, characterized by both significant growth and underlying challenges, with many creators struggling to monetize their content effectively [5][8][16]. Group 1: Market Dynamics - By 2025, the podcast market is expected to see explosive growth, with major platforms like Douyin, Bilibili, and Xiaohongshu entering the space, intensifying competition [8][15]. - The number of podcast users in China is projected to exceed 170 million by the end of 2025, indicating a rapidly expanding audience [15]. - Despite the growth, only about 20% of full-time podcasters can sustain themselves financially, highlighting a significant income disparity within the industry [8][12]. Group 2: Audience Characteristics - The typical podcast audience consists of high-educated, high-income individuals from major cities, similar to early adopters of platforms like Xiaohongshu [12]. - Many listeners are driven by a desire for knowledge and efficiency, often consuming content during commutes or before sleep, indicating a shift in content consumption habits [13][12]. Group 3: Creator Challenges - Many podcasters face difficulties in monetization, with an average of only 4.5 brand deals per year for creators, and a significant portion not securing any deals at all [21]. - The lack of a standardized pricing system for advertising in the podcast space complicates monetization efforts, leading to a reliance on informal agreements [20][21]. - The competitive landscape is increasingly dominated by established personalities and brands, making it difficult for new creators to gain traction [24][25]. Group 4: Content Trends - Content that focuses on financial advice and practical knowledge tends to perform better in terms of monetization compared to genres like literature or emotional discussions [29]. - Video podcasts are gaining popularity, with video content accounting for 80-90% of views, suggesting a shift in audience preference towards more engaging formats [29]. Group 5: Future Outlook - The podcast industry is at a critical juncture, with potential for growth if creators can adapt their content and monetization strategies to meet audience demands [30].

以下文章来源于四只耳朵播客交流会 ，作者一只耳朵 四只耳朵播客交流会 . 由纽约大学举办的线下播客工作坊，让你听到更大的世界 一个甜甜圈，一件学院风夹克， 能讲出多引人入胜的声音故事？ 1月，Voice Exchange 播客制作工作坊将第一次来到北京—— 我们邀请了 7 位中美一流的声音创作者， 和你一起探索日常、把声音变活， 让播客走出耳机， 真正走进你的生活里。 如果你也相信好作品不是从石头里蹦出来的， 欢迎你加入这场跨越海洋的声音对话。 活动时间 2026年1月10-11日 北京朝阳区-将台 （报名成功后会通知具体地点） 活动地点 免费参与，请扫描图片中的二维码报名注册 报名方式 活动日程 尖上的故事 么让报道殷实有趣? 2026年1月10日 10:00-11:30 嘉宾介绍 Dan Pashman, 美食播客 The Sporkful 创办人、主播与首席制作人,深耕声音叙 事二十余年。擅长从食物切入,讲述文 化、科学、身份与人与人之间的关系。 活动内容 在这场分享中,Dan 将从自己职业生涯中 最难忘、也最具挑战的报道出发,阐述他 如何做深入采访与调查: 如何从一个小问题开始，如何找到关键线 索、核 ...

Core Insights - The rise of video podcasts in China, particularly on platforms like Bilibili, indicates a significant shift in content consumption, with viewing time reaching 25.9 billion minutes in Q1 2025, a year-on-year increase of over 270% and a user base exceeding 40 million [2][3]. Group 1: Video Podcast Popularity - Video podcasts have gained traction after the initial popularity of audio podcasts, with notable programs like "Lu Yu's Talk" and "Luo Yonghao's Crossroads" achieving substantial viewership [2][3]. - The format combines the depth of podcasts with the visual engagement of video, catering to users' strong demand for visual content alongside audio [3][4]. Group 2: User Experience and Engagement - Video podcasts provide a more relaxed viewing experience compared to short videos, appealing to users seeking coherent and less stimulating content [5][6]. - They serve as a companion medium, allowing users to engage with the content without the need for constant visual attention, similar to having a television on in the background [6]. Group 3: Creator and Guest Benefits - For creators, video podcasts enhance the richness of content by allowing visual elements to complement audio, making the information more complete [8]. - Guests, such as entrepreneurs and artists, benefit from the visual aspect, which helps convey their personality and presence more effectively than audio alone [9]. Group 4: Advertising and Commercialization - Video podcasts have advantages in secondary dissemination, as engaging clips can easily circulate on social media, enhancing commercial viability [10]. - Platforms are increasingly focusing on long-form content like video podcasts to improve user retention and engagement, as they offer longer viewing times and more stable advertising environments [12][13]. Group 5: Evolution of Content Creation - The shift towards video podcasts reflects a broader trend where platforms seek to balance short and long content, with video podcasts filling a gap for sustainable content ecosystems [12][13]. - The evolution of algorithms prioritizing viewer engagement metrics favors longer content, making video podcasts more appealing for both creators and advertisers [13]. Group 6: Narrative Structure and Expression - Video podcasts differ from traditional TV interviews in their narrative structure, focusing on the conversation without excessive visual distractions, ensuring that audio listeners receive the full message [15]. - The role of hosts has evolved, with audiences now expecting hosts to express their viewpoints, reflecting a shift towards more subjective and engaging content [16].

Core Viewpoint - The article discusses the crisis of "cultural stamina" among urban youth, highlighting the impact of high-intensity work and information overload on their ability to engage with long-form content and deep thinking [1][2]. Group 1: Cultural Stamina and Attention Economy - Urban youth are experiencing a depletion of "cultural stamina," struggling to engage with lengthy content like podcasts and books due to overwhelming work and information bombardment [1][2]. - Attention has become a scarce resource in the age of information explosion, with various media formats competing for consumer focus, leading to a shift in consumption logic [1][2]. - Content creators face challenges in maintaining audience engagement as they navigate the balance between producing lengthy, in-depth content and the audience's fragmented attention spans [2][3][5]. Group 2: Behavioral Adjustments and Consumption Patterns - Content creators are increasingly using techniques like "speed listening" to manage their time and information intake, reflecting a broader trend of adapting to fragmented media consumption [2][3]. - The rise of video podcasts and the emphasis on content length in titles indicate a dual interest and apprehension among audiences towards long-form content [3][4]. - Consumers are becoming more discerning, often seeking alternatives and questioning the necessity of purchases, indicating a shift from impulsive to more rational consumption behaviors [16][17]. Group 3: Impact of Platforms on Consumer Behavior - Platforms are designed to capture and retain user attention, often leading to impulsive purchasing behaviors that blur the lines between content consumption and shopping [16][19]. - The integration of content and commerce on platforms like Douyin (TikTok) reflects a trend where attention is directly converted into purchasing actions, complicating the relationship between attention allocation and consumer decision-making [16][18]. - The evolution of consumer behavior is marked by a growing awareness of the need for balance, as individuals seek to reclaim agency over their consumption choices amidst algorithm-driven recommendations [17][19]. Group 4: Long-Term Implications for Content Creation - The article suggests that the long-term viability of content creators hinges on their ability to cultivate trust and engagement with audiences, rather than solely focusing on immediate monetization [25][27]. - The relationship between content quality and commercial success is complex, with many creators still operating in a "for love" model, emphasizing the need for a supportive ecosystem that values quality over quantity [27][28]. - The discussion highlights the importance of patience and persistence in content creation, as market recognition often requires time and sustained effort [28].

Core Insights - The report indicates that the Chinese podcast industry is in a "revival period," with the audience size reaching 120-140 million in 2023 and expected to exceed 170 million by 2025, with a market size projected to surpass 5 billion RMB [11][12][13]. Group 1: Market Overview - The podcast market in China is characterized by a unique positioning within the "ear economy," capturing a high-value audience that is well-educated and affluent [11][12]. - The audience demographics show that over 80% are from Generation Z and Millennials, with more than 60% located in first-tier and new first-tier cities [11][12]. - The listening scenarios are primarily commuting (65.8%), household chores (48.2%), and before sleep (42.5%), with an average listening duration exceeding 30 minutes and a completion rate of 60%-80% [11][12]. Group 2: Industry Structure - The podcast ecosystem is thriving, with active podcast programs increasing from less than 10,000 in 2019 to over 50,000 in 2023, supported by MCNs like JustPod and PodFest China [11][12]. - The distribution platforms are characterized by a "one strong, many strong" model, with platforms like Ximalaya holding significant traffic advantages, while niche platforms like Xiaoyuzhou create high-engagement communities [11][12]. - The content categories have expanded from general culture and talk shows to include technology, finance, psychology, and podcast dramas, with talk shows accounting for 30.5% of listening time [11][12]. Group 3: Commercialization and Revenue - Advertising is the primary revenue model, accounting for over 70% of income, with host-read ads showing high conversion rates due to trust [11][12]. - The podcast market's total revenue was approximately 1-1.5 billion RMB in 2021, with expectations to exceed 5 billion RMB by 2025, driven mainly by advertising revenue [11][12]. - The industry faces challenges in monetization, including the "data black box" issue, balancing creator commercialization with content quality, and platform revenue-sharing disputes [11][12]. Group 4: Future Trends - The report predicts four major trends: AIGC technology will enhance content production and distribution; video podcasts will lower listening barriers; smart devices will create new listening scenarios; and improved data monitoring standards will accelerate commercialization [11][12][13].

Core Insights - The podcast industry is maturing with increasing commercial potential, driven by closer interactions among listeners, hosts, and brands [1] Audience Demographics - Male listeners have increased by 8 percentage points, leading to a more balanced gender ratio in podcast audiences [2] - The core audience remains aged 25-40, comprising 62% of listeners, with a significant presence of high-income groups [2] - The 50+ age group is showing a notable increase in listening time, with 35% of this demographic reporting a significant increase in 2024 compared to 2023 [4] Podcast Videoization - 95% of respondents are aware of video podcasts, with 85% of those who haven't watched expressing a strong desire to do so [6] - 97% of respondents prefer to watch video podcasts on audio platforms, indicating a shift in content consumption [6] Successful Case Studies - The podcast "Walking Thoughts," launched by Himalaya and Pacific Insurance, achieved over 1 million views within 50 days, showcasing the potential of video podcasts [8] - The collaboration with Pacific Insurance resulted in significant commercial benefits, with 84.56% of listeners aged 31-50, highlighting the targeted reach of podcast advertising [10] Advertising Effectiveness - 62.34% of listeners reported an increase in brand favorability after hearing podcast ads, with 61.39% considering purchasing the advertised products [13] - The podcast advertising effectiveness evaluation system developed by Ipsos includes metrics such as memory, favorability, consideration, purchase, and recommendation [11] Brand Engagement - The report highlights a growing trend of brands leveraging podcasts for advertising, with a focus on high-frequency consumer brands [14] - Estee Lauder's collaboration with Himalaya resulted in over 1.56 million cumulative views, demonstrating the effectiveness of personalized content in podcast advertising [17] Innovative Collaborations - Himalaya's partnerships with luxury brands like Longines and New Zealand Airlines have led to successful campaigns, achieving high average play rates and completion rates [19]

Core Viewpoint - The rise of video podcasts is a significant trend in the internet industry, with Netflix partnering with Spotify to create its first video podcast programs, reflecting a shift in content consumption preferences [1][4]. Group 1: Industry Trends - Video podcasts are gaining popularity, similar to the earlier rise of short videos, indicating a shift in user engagement and content consumption [1][4]. - Netflix's strategy involves collaborating with established personalities to enhance its video podcast offerings, mirroring practices in the domestic market where influencers support podcast growth [4][13]. Group 2: Challenges in Domestic Market - The podcast format has struggled to gain traction in China due to the late development of car culture and the rapid evolution of internet content from text to video, which has overshadowed traditional audio formats [6][7]. - The combination of video and podcasting aims to leverage the strengths of both mediums, but it also introduces complexities, such as the need for creators to perform well on camera [9][11]. Group 3: Creator Requirements - Successful video podcasts require creators to possess both content knowledge and on-camera charisma, making it essential to have established figures leading the charge in this new format [11][13]. - The competition in the video podcast space is largely about attracting influential creators, as their presence is crucial for market education and audience engagement [13].