Digital audio listeners in China hit 661 million people in 2018, representing 82% of the country’s online population, based on survey research by Nielsen and online radio platform Qingting FM (Dragonfly FM).
Compared with the average Chinese netizen, the digital audio audience tends to have higher levels of education and white-collar occupations. The 20 to 29-year-olds and 50 to 59-year-olds make up the largest age groups.
In addition to audience demographics, the research examined broadcasting patterns, as well as listening habits and content preferences.
Live audio broadcasts were the driving force of audio production, but they are in a state of oversupply, with the live broadcast rate being 5.5 times greater than the listening rate.
More than 30% of respondents search for specific content to listen to, 25% rely on app-recommended programs, while 20% listen to featured programs.
Music, internet radio, and audio books were the top-three categories for digital audio consumption.
And within this, the top 10 types of programs included Chinese pop music, news, European and American pop music, classical music, contemporary music, talk shows, comedy and entertainment shows, hot topics, and food and beverage shows.
Editor: Nadine Freischlad
