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当播客遇上视频:一场价值百亿的内容迁徙
Hu Xiu· 2025-09-28 01:25
习惯了抢风口的大厂们,这一次把目光投向了视频播客。 罗永浩与李想聊起过去25年的创业经历,陈鲁豫与易立竞首次面对面,于谦与"虚拟萌神"菜菜子来了一场跨越次元的对话……一个空间、两个话筒、一场 长达数个小时的对谈,都在B站引来了数百万围观。 就是这样需要观众长时间专注的内容,成了B站、小红书等平台近来着力布局的方向,而这类内容被定义为视频播客。 伴随着消费习惯变化,国内发展时机逐渐成熟 从内容形式上说,播客并不是什么新鲜事物,而视频播客的出现,则是人们开始尝试在音频播客的录制现场架起摄像机。在国外,早期的视频播客录制简 陋粗糙,但相比于音频,视频画面承载的丰富信息,释放了更大的想象力。 不过需要注意的是,基于内容生长土壤的差异,国内国外的播客发展长期存在巨大差距。以美国为例,自iPod于本世纪初问世,音频播客就逐渐成为人们 内容消费的重要部分。再加上美国普遍存在的长通勤、高度的汽车普及以及大面积独居人群的存在,音频播客的渗透速度非常快。Edison Research的调查 数据显示,2024年,美国12岁以上的人群中,70%的人听过播客,43%的人每周都在收听,人均每周听播客时长在8.3小时。 后来,随着视频媒 ...
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
3 6 Ke· 2025-09-28 00:27
习惯了抢风口的大厂们,这一次把目光投向了视频播客。 罗永浩与李想聊起过去25年的创业经历,陈鲁豫与易立竞首次面对面,于谦与"虚拟萌神"菜菜子来了一场跨越次元的对话……一个空间、两个话筒、一场 长达数个小时的对谈,都在B站引来了数百万围观。 就是这样需要观众长时间专注的内容,成了B站、小红书等平台近来着力布局的方向,而这类内容被定义为视频播客。 伴随着消费习惯变化 国内发展时机逐渐成熟 从内容形式上说,播客并不是什么新鲜事物,而视频播客的出现,则是人们开始尝试在音频播客的录制现场架起摄像机。在国外,早期的视频播客录制简 陋粗糙,但相比于音频,视频画面承载的丰富信息,释放了更大的想象力。 不过需要注意的是,基于内容生长土壤的差异,国内国外的播客发展长期存在巨大差距。以美国为例,自iPod于本世纪初问世,音频播客就逐渐成为人们 内容消费的重要部分。再加上美国普遍存在的长通勤、高度的汽车普及、以及大面积独居人群的存在,音频播客的渗透速度非常快。Edison Research的调 查数据显示,2024年,美国12岁以上的人群中,70%的人听过播客,43%的人每周都在收听,人均每周听播客时长在8.3小时。 后来随着视频媒 ...
罗永浩都来卷!视频播客爆火B站小红书,是流量红利还是昙花一现
Sou Hu Cai Jing· 2025-09-27 16:35
Core Viewpoint - The rise of video podcasts in China, driven by celebrity participation and platform support, may signal a shift from traditional audio podcasts to a broader audience engagement, although challenges remain in monetization and audience retention [2][4][6][22]. Group 1: Industry Trends - Video podcasts have gained popularity in China, with notable figures like Luo Yonghao and Yu Qian leading the trend, suggesting a potential expansion of the podcast format from niche to mainstream [2][4]. - The international success of video podcasts, particularly on platforms like YouTube, has influenced the domestic market, where nearly one-third of podcast users engage with video content [4]. - Major content platforms in China, such as Bilibili, Xiaohongshu, and Douyin, are investing heavily in promoting video podcasts, providing resources and exposure to creators [4][6]. Group 2: Audience and Engagement - The Chinese podcast audience is substantial, with 220 million listeners, 30% of whom hold master's degrees, indicating a desirable demographic for advertisers [6]. - Video podcasts enhance engagement by allowing for visual demonstrations of products, which can increase advertising effectiveness compared to audio-only formats [10]. - The shift to video may alienate some traditional podcast listeners who prefer audio for multitasking, creating a potential conflict in audience retention [12][15]. Group 3: Challenges and Barriers - The transition to video podcasts introduces higher production costs, including the need for professional equipment and editing, which may deter independent creators [14][15]. - Many potential podcast hosts may lack the confidence or desire to appear on camera, limiting the diversity of content creators in the video podcast space [15][17]. - The current trend appears to favor established celebrities who can draw audiences, raising concerns about the viability of independent creators in the evolving landscape [17][20]. Group 4: Future Outlook - The development of video podcasts in China may follow a model similar to the U.S., where the format serves as a means of communication and brand building rather than direct monetization [20]. - The sustainability of video podcasts will depend on the consistent production of high-quality content, as emphasized by the need for a healthy industry ecosystem [23].
视频播客,B站抖音小红书的“新军备竞赛”
3 6 Ke· 2025-09-24 23:27
一边是用户规模与消费热情持续升温的"热市场",另一边却是创作者难以实现可持续经营的"冷现实"。正是在这种焦灼的行业背景下,B 站率先亮出系统 化扶持姿态,通过10亿级流量扶持、免费录制场地与专属 AI 工具为创作者减负,"视频播客" 也由此作为破局的可能路径,开始进入平台与创作者的视 野。 01、多平台入局,视频播客是风口还是窄门? 早期的播客如同一位陪伴者,在听众的通勤、家务、健身等日常场景中,以声音形式持续提供陪伴。创作者们借助麦克风,分享自身见解、生活故事与专 业知识。 近年来,媒介使用习惯的变迁总是伴随着技术浪潮起伏。在经历了从电视大屏到手机窄屏的转向后,一个有趣的回旋正在发生:越来越多人重新启用"耳 朵"作为接收信息的重要方式。 从流媒体音乐、有声书到订阅制播客、车载音频,声音的载体与场景不断拓宽,逐渐聚合为一个不可忽视的"耳朵经济"生态。艾媒咨询数据显示,2024 年,中国在线音频用户规模已达5.4亿,为这一赛道奠定了坚实的用户基础。 在这一生态中,播客无疑扮演着最具活力和思想性的角色。它不再是小众爱好,而是逐渐渗入主流人群的日常生活。商业数据平台Statista预计,2024年中 文播客听众规模 ...
罗永浩,带不动视频播客
36氪· 2025-09-24 13:39
Core Viewpoint - The Chinese podcast industry is experiencing a surge in popularity, driven by celebrity involvement and major internet platforms, but there are concerns about the sustainability of this trend and its impact on smaller creators [4][9][20]. Group 1: Industry Trends - The rise of video podcasts in China is marked by high-profile guests and viral moments, indicating a shift from niche to mainstream [4][5][7]. - Major platforms like Bilibili, Xiaohongshu, and Douyin are actively investing in podcast content, with Bilibili leading with significant financial resources and promotional efforts [20][21][24]. - The podcast market is seen as a potential new frontier in content creation, with some viewing it as the next big opportunity in the industry [7][8][20]. Group 2: Challenges and Concerns - There are doubts about whether the current excitement around video podcasts is sustainable, as it heavily relies on celebrity appeal rather than the intrinsic value of the content [9][10][15]. - Many existing podcasters are hesitant to transition to video formats due to increased production costs and the challenge of competing with established video content creators [15][16][24]. - The podcast industry faces significant commercial challenges, with advertising revenues being low and subscription models not widely adopted, leading to a reliance on passion projects rather than sustainable income [28][29][31]. Group 3: Future Outlook - The future of the podcast industry remains uncertain, with predictions varying from cautious optimism about eventual commercialization to skepticism about the ability to attract a broader audience [32][33]. - The current podcast landscape is characterized by a lack of clear monetization strategies, which could hinder long-term growth and stability [25][26][28]. - Despite the challenges, some industry insiders believe that as the ecosystem matures, opportunities for monetization will emerge, but for now, many creators must manage their expectations regarding financial returns [32][33].
B站想用「视频播客」吸引更多优质创作者
Sou Hu Cai Jing· 2025-09-16 06:56
可以把视频播客看作一个创作工具,而非垂类内容。 作者 | 庞梦圆(上海) 监制 | 邵乐乐(上海) 近两个月,「视频播客」作为一种新的内容形态火了起来。不止一个平台入局,不止一个创作者参与。 鲁豫与易立竞的对谈,罗永浩与李想、何小鹏的对谈,不仅在B站获得百万播放,切片内容还在全网传 播。最近,甚至有人建议罗永浩邀请贾国龙录一期《罗永浩的十字路口》。 但「视频播客」与音频播客的区别是什么、与其他视频内容有何不同、市场空间和商业化前景如何,仍 存在巨大的争议和认知模糊。 也因此,它既可以像所有视频内容一样被二创、被切片在短视频语境里分发,也具备音频内容的陪伴 感、知识性、圈层感。 在海外,「播客」是一个大市场,创作和消费端都非常成熟。音频平台Spotify、视频平台YouTube上, 播客都是一类重要的内容构成,知名播客主播Joe Rogan对谈特朗普、马斯特的内容具有全球影响力。 因此,谨慎者认为,因互联网内容生态、尤其是长视频的创作和商业化环境不同,国内视频播客要想做 成对标国外的影响力、知名度,乃至实现创作者的商业正循环,很难成立。 但在我们看来,在更底层的角度,视频播客是一种媒介形式,类似于图文、视频、直 ...
视频播客:跳脱形式桎梏,让普通人的深度表达成为内容生态新引擎
Sou Hu Cai Jing· 2025-09-15 16:40
当鲁豫时隔13年再次与陈奕迅展开深度对话,当于谦和蔡明的虚拟形象"菜菜子"实现跨次元互动,当罗永浩以5小时超长访谈挑战观众耐力极限,视频播 客正以不可阻挡的姿态成为内容领域的新焦点。这种融合了声音与画面的新型内容形态,不仅引发了行业热议,更在各大平台的推动下,掀起了一场内容 消费的变革。 随着B站推出"视频播客出圈计划",抖音、小红书等平台纷纷跟进,名人资源与平台扶持的双重加持,让视频播客迅速站上风口。然而,伴随热度而来 的,还有关于"播客视频化是否为伪命题"的激烈讨论。有人质疑视频播客的本质,有人争论其形式是否必要,但在这场争论之外,一个更关键的问题逐渐 浮现:视频播客能否为行业带来真正的增量? 视频播客还推动了垂直领域的深度对话。通过聚集特定领域的创作者和从业者,视频播客让行业新人能够直接对话领域大咖,实现精准粉丝吸纳和变现。 例如,科技圈UP主「图灵的猫」通过视频播客与纳米AI创始人周鸿祎、智谱CEO张鹏等行业头部人士对话,不仅为平台补充了专业内容,还帮助创作者 从"干货供给方"跃升为"行业对话者"。 这种专业层面的交流,比一般媒体采访更具"业内"属性,能够为创作者带来更高的行业认可和商业价值。对于普通 ...
B站想做的可能不是“视频播客赛道”
Feng Huang Wang· 2025-09-15 08:43
摘要: 对今天的B站来说,视频播客也并不是一个要费尽心力去"新造"的概念,这是播客这种内容形式自然发展的产物,也是最快能够给平台上困于内容生产的 原生UP主们的"续命"之法。 视频播客,这个夏天"爆"了 2025年的这个夏天,视频播客成了播客行业无法回避的热点,无论看好还是唱衰,都难掩众多创作者跃跃欲试的洪流滚滚而来。因其始终增长缓慢,早年 间也被讨论过,视频化或成为新的流量增长点。而今,B站率发号角,小红书紧随其后,平台的推波助澜,再次把这一概念捧上台前。 播客赛道,这个过去始终徘徊在小圈层的产物,在借助更大众化的表达形式,重新热闹起来。 这一轮视频播客风潮,最直接的契机就是B站的大力推广,从站内的流量倾斜、创作者引入的声量,到即将上线的视频播客AI创作工具,B站的投入和决 心有目共睹。 不仅签下罗永浩、鲁豫、于谦这样的大IP用名人效应带动声量,也给予有专业生产能力的垂类创作者扶持机会。这套打法释放的信号,是要把"播客"这个 过去小而美的领域,借助名人、头部创作者的影响力,进一步扩充成大众消费内容。 然而B站的投入还是超出了行业的意料。 无论是10亿流量扶持计划,还是免费录制基地及AI剪辑工具(代号H),本 ...
当视频播客兴起,我们在期待什么?
创业邦· 2025-09-12 00:12
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 " ...
当视频播客兴起,我们在期待什么?
3 6 Ke· 2025-09-11 03:32
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]