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市場調查報告書
商品編碼
1683046
全球播客市場:市場規模、市場佔有率、趨勢分析(按類型、格式和地區)、展望和未來預測(2024-2031 年)Global Podcasting Market Size, Share & Trends Analysis Report By Genre (News & Politics, Society & Culture, Comedy, Sports, and Other Genre), By Format, By Regional Outlook and Forecast, 2024 - 2031 |
預計到 2031 年全球播客市場規模將達到 1,430.5 億美元,預測期內的複合年成長率為 25.1%。
KBV 基數矩陣:播客市場的競爭分析
根據 KBV 基數矩陣中呈現的分析,Apple, Inc. 和 Amazon.com, Inc. 是該市場的領導者。 2024 年 3 月,Apple, Inc. 在 Apple Podcasts 上推出了三個新的精選播客集——Darkside、tbh 和 Popped——為聽眾提供了探索真實犯罪、文化討論和娛樂的專門空間。這些合集在美國和加拿大免費提供,每週都會更新新的推薦。 Darkside 深入探討犯罪和調查,tbh 呈現社會話題的多樣化觀點,Popped 則策劃有關電視、電影、音樂和流行文化的討論,以增強播客愛好者的內容髮現。 Spotify Technologies SA、Sirius XM Holdings, Inc. 和 Audacy Inc. 等公司是播客市場的主要創新者。
資料來源:KBV 研究與二手資料分析
促進因素與限制因素
促進因素* 點播音訊內容在消費者中越來越受歡迎
限制:播客收益面臨挑戰,獨立創作者的商機有限
機會* 播客產業廣告商的投資和贊助增加
挑戰 *版權和授權挑戰 限制音樂和第三方內容的使用
市場成長要素
從傳統廣播到點播音訊內容的轉變是播客市場發展的主要驅動力。與預定的廣播節目不同,播客可以讓聽眾方便地收聽內容。由於人們可以在任何時間、任何地點(無論是在通勤途中、運動時還是休息時)收聽播客,因此播客的採用率顯著提高。此外,人工智慧平台個人化推薦的興起使得發現新內容變得更加容易,幫助聽眾保持對自己喜歡的音樂類型的關注。因此,點播音訊內容在消費者中的日益普及正在推動市場成長。
此外,名人和社群媒體影響者在提高播客的普及度方面發揮了關鍵作用。當名人開始播客時,他們可以利用現有的粉絲群並迅速建立聽眾。這些名人經常利用他們的影響力在社群媒體上宣傳影集,進一步增加參與度。因此,品牌和廣告商熱衷於投資名人主持的播客,因為他們認知到其提高聽眾保留率和品牌忠誠度的潛力。總之,由名人和有影響力的人主持的播客對觀眾參與度的影響力日益增強,正在推動市場成長。
市場限制
然而,儘管播客越來越受歡迎,但收益仍然是一個重大挑戰,尤其是對於獨立創作者而言。與 YouTube 等影片平台不同,這些平台的廣告收入直接與創作者分享,而播客則嚴重依賴贊助、聽眾捐款和高級訂閱模式。許多獨立播客都難以獲得廣告契約,因為贊助商通常優先考慮擁有大量觀眾和已建立品牌知名度的節目。因此,播客收益的挑戰和獨立創作者的商機有限阻礙了市場的成長。
按類型分類的展望
就類型而言,市場細分為新聞和政治、社會和文化、喜劇、體育等。社會文化部分在 2023 年佔市場收益佔有率的 23%。此類別包括廣泛的內容,從講故事和歷史到自我提升和對當前社會問題的討論。社會和文化播客的吸引力在於它們能夠提供親密、相關且發人深省的對話,對聽眾具有極大的吸引力。
按格式展望
根據形式,市場分為訪談、小組討論、獨奏、回收內容和對話。 2023 年,對話環節佔據了市場 25% 的收益佔有率。這種形式通常由兩位或多位主持人進行自由對話,討論各種話題,從流行文化和時事到個人經驗和幽默。對話風格營造出一種親密和熟悉的感覺,讓聽眾感覺他們是討論的一部分。
區域展望
根據地區,市場分析涵蓋北美、歐洲、亞太地區和LAMEA。 2023 年,亞太地區在市場上的收益佔有率為 28%。中國、印度、澳洲和日本等國家的播客消費量正在激增,這得益於人們對區域內容、多樣化語言和在地化故事敘述的興趣日益濃厚。 JioSaavn、喜馬拉雅和 KKBOX 等串流媒體平台和本地音訊應用程式的成長進一步加速了播客的普及。此外,亞太地區人口結構的年輕化以及自助、商業和娛樂播客的日益普及也促進了市場擴張。
市場競爭及特性
播客市場高度分散,許多獨立創作者、小眾網路和新興平台都在爭奪觀眾的注意力。規模較小的參與者有機會進行創新,探索獨特的內容格式,並利用區域和特定類型的市場。然而,收益挑戰、可發現性問題和受眾保留仍然是主要障礙,使得差異化和策略夥伴關係對於成長至關重要。
播客市場分析範圍:
報告屬性詳細資訊
2023 年市場規模:248.8 億美元
2031 年預估市場規模:1,430.5 億美元
基準年:2023年
歷史時期:2020年至2022年
預測期:2024 年至 2031 年
2024-2031 年收益成長率(CAGR):25.1%
頁數:217
表:303 個項目
內容範圍:市場趨勢、收益估計和預測、細分分析、區域和國家細分、競爭格局、市場佔有率分析、波特五力分析、公司概況、公司策略發展、 SWOT 分析、制勝必要事項
涵蓋範圍:類型、格式、地區
符合條件的國家*:北美(美國、加拿大、墨西哥、北美其他地區)
參與的公司包括 Amazon.com, Inc.、Apple, Inc.、Sirius XM Holdings, Inc. (Pandora Media, Inc.)、Spotify Technologies SA、SoundCloud Global Limited &Co. KG、Acast AB、Audacy Inc.、Podbean Tech Inc.、TuneIn, Inc. 和 iHeartMedia, Inc.
The Global Podcasting Market size is expected to reach $143.05 billion by 2031, rising at a market growth of 25.1% CAGR during the forecast period.
The North America segment recorded 37% revenue share in the market in 2023. The region's strong market presence can be attributed to the widespread adoption of digital audio platforms, high internet penetration, and the well-established podcasting ecosystem. The United States, in particular, is home to some of the most popular and highest-earning podcasts, with major media companies, celebrities, and independent creators contributing to the industry's growth.
The major strategies followed by the market participants are Product Launches as the key developmental strategy to keep pace with the changing demands of end users. In January, 2025, Audacy Inc. launched Campus Files, a weekly podcast exploring historical and contemporary college scandals, including admissions fraud, hazing, and academic misconduct. Hosted by journalist Margo Gray, the series covers cases such as UNC's fake classes, Harvard's 1920 Secret Court, and Columbia's ranking data manipulation. Moreover, In August, 2024, Sirius XM Holdings, Inc. announced the launch of SiriusXM Podcasts+, a new premium subscription available via Apple Podcasts, offering ad-free listening, exclusive content, and early access to episodes. Available from August 5 in over 50 countries, including the U.S. and Canada, the service features top shows such as "SmartLess," "Freakonomics Radio," "99% Invisible," and "Literally! with Rob Lowe." SiriusXM Podcasts+ aims to enhance audience reach, provide value to creators, and integrate premium content into the SiriusXM app, reinforcing the company's leadership in audio entertainment.
KBV Cardinal Matrix - Podcasting Market Competition Analysis
Based on the Analysis presented in the KBV Cardinal matrix; Apple, Inc. and Amazon.com, Inc. are the forerunners in this Market. In March, 2024, Apple, Inc. launched three new curated podcast collections-Darkside, tbh, and Popped-on Apple Podcasts, offering listeners dedicated spaces to explore true crime, cultural discussions, and entertainment. Available for free in the U.S. and Canada, these collections will be updated weekly with fresh recommendations. Darkside delves into crime and investigations, tbh presents diverse perspectives on societal topics, and Popped curates discussions on TV, movies, music, and pop culture, enhancing content discovery for podcast enthusiasts. Companies such as Spotify Technologies S.A., Sirius XM Holdings, Inc., Audacy Inc. are some of the key innovators in Podcasting Market.
Source: KBV Reseaarch and Secondary Research Analysis
Driving and Restraining Factors
Drivers * Rising Popularity of On-Demand Audio Content Among Consumers
Restraints * Challenges in Podcast Monetization and Limited Revenue Opportunities for Independent Creators
Opportunities * Rising Investments and Sponsorships from Advertisers in the Podcasting Industry
Challenges * Copyright and Licensing Challenges Limiting the Use of Music and Third-Party Content
Market Growth Factors
The shift from traditional radio to on-demand audio content has been a key driver for the podcasting market. Unlike scheduled radio broadcasts, podcasts allow listeners to consume content conveniently. Whether during commutes, workouts, or relaxation, the ability to listen anytime and anywhere has significantly increased podcast adoption. Furthermore, the rise of personalized recommendations through AI-driven platforms has made discovering new content easier, ensuring listeners remain engaged with their favourite genres. Hence, the Rising popularity of on-demand audio content among consumers is propelling the market's growth.
Additionally, Celebrities and social media influencers have been pivotal in driving podcast popularity. When well-known personalities launch their podcasts, they bring their existing fan base, ensuring an immediate audience. These high-profile figures often use their influence to promote their episodes on social media, further increasing engagement. As a result, brands and advertisers are keen to invest in celebrity-hosted podcasts, recognizing the potential for high listener retention and brand loyalty. In conclusion, the growing influence of celebrity and influencer-hosted podcasts on audience engagement is propelling the market's growth.
Market Restraining Factors
However, Despite podcasts' rising popularity, monetization remains a significant challenge, especially for independent creators. Unlike video platforms like YouTube, where ad revenue is directly shared with creators, podcasting relies heavily on sponsorships, listener donations, and premium subscription models. Many independent podcasters struggle to secure advertising deals, as sponsors often prioritize shows with large audiences and established brand recognition. Thus, challenges in podcast monetization and limited revenue opportunities for independent creators are impeding the market's growth.
Genre Outlook
Based on genre, the market is characterized into news & politics, society & culture, comedy, sports, and others. The society & culture segment held 23% revenue share in the market in 2023. This category includes a wide range of content, from storytelling and history to self-improvement and discussions on contemporary social issues. The appeal of society & culture podcasts lies in their ability to provide intimate, relatable, and thought-provoking conversations, making them highly engaging for listeners.
Format Outlook
On the basis of format, the market is classified into interviews, panels, solo, repurposed content, and conversational. The conversational segment recorded 25% revenue share in the market in 2023. This format typically features two or more hosts engaging in free-flowing conversations on various topics, ranging from pop culture and current events to personal experiences and humour. The conversational style creates a sense of intimacy and familiarity, making listeners feel like they are part of the discussion.
Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific segment witnessed 28% revenue share in the market in 2023. Countries such as China, India, Australia, and Japan have experienced a surge in podcast consumption, fuelled by rising interest in regional content, diverse languages, and localized storytelling. The growth of streaming platforms and regional audio apps such as JioSaavn, Ximalaya, and KKBOX has further accelerated podcast adoption. Additionally, the younger demographic in Asia Pacific and the increasing popularity of self-improvement, business, and entertainment podcasts have contributed to the market's expansion.
Market Competition and Attributes
The podcasting market becomes highly fragmented, with numerous independent creators, niche networks, and emerging platforms competing for audience attention. Smaller players gain opportunities to innovate, explore unique content formats, and leverage regional or genre-specific markets. However, monetization challenges, discoverability issues, and audience retention remain significant hurdles, making differentiation and strategic partnerships crucial for growth.
Podcasting Market Coverage:
Report Attribute Details
Market size value in 2023 USD 24.88 Billion
Market size forecast in 2031 USD 143.05 Billion
Base Year 2023
Historical period 2020 to 2022
Forecast Period 2024 to 2031
Revenue Growth Rate CAGR of 25.1% from 2024 to 2031
Number of Pages 217
Tables 303
Report Coverage Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Competitive Landscape, Market Share Analysis, Porter's 5 Forces Analysis, Company Profiling, Companies Strategic Developments, SWOT Analysis, Winning Imperatives
Segments Covered Genre, Format, Region
Country Scope * North America (US, Canada, Mexico, and Rest of North America)
Companies Included Amazon.com, Inc., Apple, Inc., Sirius XM Holdings, Inc. (Pandora Media, Inc.), Spotify Technologies S.A., SoundCloud Global Limited & Co. KG, Acast AB, Audacy Inc., Podbean Tech Inc., TuneIn, Inc., and iHeartMedia, Inc.
Recent Strategies Deployed in the Market
List of Key Companies Profiled
Global Podcasting Market Report Segmentation
By Genre
By Format
By Geography