![]() They can easily accept the concept of paying for content. Internet users in that age range are willing to accept new ideas. They’re distributed across China, in third-tier cities and above. Overall, Ximalaya’s users tend to be under 39 and they have high spending power. Ximalaya is #1 in its category (books) on the Apple App Store and has a 4.9/5 rating.Ĥ7% of Ximalaya users are female, 53% male. There is also an English version called Himalaya, but it is a different thing. ![]() To check out Ximalaya, just search for the Chinese app “Ximalaya”. Regardless, relatively few Chinese people use them. In our last test, these were accessible although in the past they were not. ![]() They have 5 million podcasters that post everything from news, music, novels to language training content.Ĭhinese people can also access western audio platforms, such as SoundCloud and Audible. One source says they have over 450 million users, but that may be exaggerated. There are a bunch of different audio platforms in China. What is Ximalaya? Who uses it? How do they use it? It only occupies one of my senses – hearing – leaving all my other senses available.” My colleague Olivia explains her opinion in a way that sounds like an economist: “audio provides the lowest cost for information absorption. Podcasts allow users to listen anywhere and although audio takes up more data than text, it still uses up a lot less data than video, which suits current smartphone data plans in China.įor some people, audio is the best way to learn. The growth of podcasts has grown with smartphone usage, and in the past few years this growth has accelerated. There is room for entrepreneurial content providers to jump in, get a head start and make huge earnings. There exist niches that are not yet well covered with high quality content.Ximalaya users can have thousands of sales for their paid content.What interests me about the market are two things: Another source estimates the broader “pay for knowledge” market in China at 7.3 billion USD/year. We don’t have the specific numbers for podcasting but we can roughly estimate it to be worth at least 130 million USD/year. 42% of Chinese users said they plan to pay for content in the future ( source – Chinese).įor 2018 the online book market was estimated to be worth 4.5 Billion Yuan (~650 million USD). Better yet, many Chinese Internet users are accustomed to paying for content. The Chinese podcast industry has been growing rapidly. For our purposes, we consider a podcast to be any audio production other than audiobooks.įirst, let’s take a look at the overall market and how people use Ximalaya, before we get into the important money-making details. In this post we will focus on how to make money by publishing a podcast on the most popular platform: Ximalaya. They wanted to know more, and the most important question was: “ Can I make money with a podcast in China?” ![]() We had several readers who contacted NMG following our previous post about distributing a podcast on Chinese platforms. ![]()
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