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2022-2023 123 50 AI 43.3 1 2 3 4 5 Podcast RSS Pia,1 1 2 3 app,FM 4 app 4 app 5 yy uki 6 app app 7 65.1 90.0 229.0 173.1 123.0 38.1%36.7%40.8%32.3%33.1%304.8 2018 2019 2020 2021e 2023e 123 2020 123 2023 100/2018-2023 2022e%/KOL RSS/KOL/2018 2019 2020 IPO 2020 1 2021 9 2021 1 IT 2 19 A 14 1 IT 2 7 D C 4 4 B 4 2 2016-2020 E 12.7 25.5 82.8 49.5 4.0 18 15 15 4 2 2016 2020 2016-2020 2017 2018 2019 1993 IOT 1993 Talk 1996 12 1 2 3 4 5/MCN/2020 1 Moon.fm 2 FM 1208 1094 1536 7869 5068 2017 2018 2021.11 2017-2021 11 2019 2020/2 729 6/RSS feed PodBean Anchor BuzzSprout:Moon.fm 32.8%Firstory 15.2%FM 9.4%Soundon 14.6%Podcast.rthk.hk 2.4%Soundcloud 2.8%Anchor 8.8%FM 0.9%Buzzsprout 0.8%11.7%2021.12 FM 2020 2021 75%-85%PGC+PUGC FM 1 mUserTracker 2 PGC+PUGC FM VIP 65%70%75%80%85%mUserTracker-2020 1-2021 9 TOP3 2020.1 2020.4 2020.7 2020.10 2021.1 2021.4 2021.7 TOP3%2020 Spotify Joe Rogan 2021 Q2 2021Q2 627%Spotify 10.8%9.8%UT K 100%Spotify The Joe Rogan Experience Megaphone The Ringer mUserTracker-2021 1-9 K K APP%9.4%11.7%14.8%20.0%18.7%22.0%2020Q2-2021Q3 MAU 2020 Q2 2020 Q3 2020 Q4 2021 Q1 2021 Q2 2021 Q3 MAU MAU%1 mUserTracker K 2 mUserTracker 3 MAU 2020 Q2 2020 Q3 2020Q4 2021Q1 2021 Q2 2021 Q3 TME MAU MAU 4.Spotify 2021 Q2 APP AI AI APP AI/:APP RSS RSS App APP RSS RSS RSS Podcasts App APP 2017.10 Look直播 2018.10 PK 2013.03 组 局玩 你 猜我 画、谁 是卧底等 游戏 2016.09 Pia 戏，捏脸 Showmobi 2014.01 Pia/Tim Hortons FM FM/:AI Echo 2014 11 2021 Echo Google Nest 2016 10 Home Home Pod 2017 6 Homepod Home Podmini 2017 7 2018 6 2017 7 399 1 2 3 4 5 2000 2000-2010 2010-2015 APP 2015 AI CD MP3 2003 2007 APP APP FM 2015 NLP,30 1994 MP3 2010 AI 1 2 1 3 86.0 72.2 60.9 41.3 50.6 29.1 22.5%20.4%18.6%19.0%2018 2019 2021e 2022e 2023e 50 25%-30%NLP AI 2018-2023 42.0%2020%QQ App App AI AI AI AI API AI 1-2 IP IP 803 APP IP -N=1034 2021 10 Iclick/N=1034 2021 10 Iclick/TOP5/TOP1 49.7%TOP2 47.0%TOP3 45.3%TOP4 41.2%TOP5 36.7%/TOP1 38.7%TOP2 32.4%TOP3 32.1%TOP4 29.3%TOP5 27.8%/TOP5 1 N=1034 2021 10 Iclick 1:/2:34.5%12.8%10.5%20.4%30.1%58.0%37.9%55.3%44.8%32.7%28.9%15.9%8.6%25.5%35.2%44.9%39.8%22.7%19.0%6.4%9.5%2.0%1.2%3.4%5 6-10 11-20 21-89 90 5-6 11-20 5-6 29.88%23.79%/26.50%11-20 20.70%6-10 90 11-20 5-6 44.9%/2-4 5-6 2020 2020 2022 2020 Emarketer emarketer 3084 3640 4367 5420 6840 8560 10340 12170 18.0%20.0%24.1%26.1%25.1%19.6%18.9%2023e 2016-2023 2016 2017 2018 2019 2020 2021e 2022e%5175 6207 7510 9200 10700 11780 12620 13320 19.9%21.0%22.5%16.3%10.1%7.2%5.5%2023e 2016-2023 2016 2017 2018 2019 2020 2021e 2022e 用 户规 模（万人）增长率（%）-FM FM FM FM FM KOL FM FM N=746 2021 10 Iclick 56.2%60.7%60.7%74.7%商 业品牌 类播 客 单 人类播 客 谈 话类播 客 故 事类播 客 ,N=746 2021 10 Iclick N=746 2021 10 Iclick 65.4%3.2 61.1%3.0 53.8%2.9 53.3%2.1 46.1%1.0 Pop Park:FM TOP3 58.0%20%-30%1 APP APP 2 APP Soul 3 4 APP 4 1 TOP3 58.0%42.0%2020 TOP3 K APP 2021 Club House,Pia APP APP Pia Clubhouse 2021 APP Pia APP/FM Clubhouse pia pia fm pia look FM pia App 52.94%K 46.3%52.94%N=852 2021 10 Iclick TOP1 52.9%TOP2 46.3%TOP3 43.1%TOP4 38.1%TOP5 33.5%TOP1 53.0%TOP2 46.2%TOP3 43.1%TOP4 38.1%TOP5,33.4%TOP5 TOP5 N=852 2021 10 Iclick 46.6%TOP1 3%36.38%11-50 N=852 2021 10 Iclick N=852 2021 10 Iclick?TOP1 50.0%TOP2 46.6%TOP3 45.1%TOP4 32.0%TOP5 30.3%TOP1 11-50 36.4%TOP2 10 22.3%TOP3 18.4%TOP4 51-99 12.8%TOP5 100 10.1%TOP5 TOP5 1 2 3 4 5 :UGC 2021 UGC KOL UGC UGC AI-,X Redmi Play 5000 :FM FM FM FM FM FM FM :FM FM FM|FM FM FM|FM :Sure APP Sure APP FM Sure APP APP APP Sure PK&:Sure APP Z Sure APP APP APP Sure APP LOGO Z ACG Z 1 2 3 4 5 Pia IP FM pia KOL KOL Justpod IP AMSR+ASMR+T H A N K Y O U
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