Julia Stoll
Research expert covering TV and video media
Online audio in China - statistics & facts
In an age where internet users are getting harder to please, audio is making a comeback and has proven to be a strong media format. China has one of the most promising digital audio markets in the world which has just entered hypergrowth phase. Valued at over 31 billion yuan, the Chinese online audio industry was poised to surge further with audiobooks and social audio on the rise. Compared to other major markets, online audio penetration is still relatively low in China. As of 2021, there were 330 million active audio audiences, equivalent to about 30 percent of internet users. Driven by a growing appetite for ear entertainment, the penetration rate was projected to reach 70 percent within the next decade.
