Himalaya, Lazy People Listening to Books, Dragonfly: audio reading will be the trend in the future | oscar mingueza fifa 22, rtp macauslot88

"From seeing and listening, the audio reading market has grown by leaps and bounds! Young users have become the mainstay." This is the title of CCTV Finance's "First Time" column's report on China's audio reading industry. It can also be seen as a high-level summary of the audio reading industry.

Data from the "2018 China Audiobook Market Special Research Report" released by iiMedia Consulting shows that the size of China's audiobook market reached 3.24 billion yuan in 2017, and the market size in 2018 was approximately 4.54 billion yuan. It is expected that the market size will reach 6.09 billion yuan by 2019, and the development of China's audiobook market is advancing by leaps and bounds.

When it comes to China’s audio reading market, it must be said that Ximalaya FM, Dragonfly FM and Lanren Tingshu are currently the three largest audio reading platforms with the greatest comprehensive influence in China’s audio reading market.

According to data from Analysys Qianfan in January 2019, in the audio reading industry, there are only three companies with more than 10 million monthly active users: Ximalaya FM, Lanren Tingshu and Dragonfly FM. The Matthew Effect in the industry is fully demonstrated. In addition, a social survey on users’ audiobook content preferences released by iiMedia Research showed that Ximalaya FM, Lanrendushu and Dragonfly FM ranked among the top three in the “2018 Q1 Chinese audiobook users’ listening preference platform distribution”. From this point of view, the situation of three pillars in China's audio reading industry has been formed.

Himalaya FM: "Seeing" and "listening" come together, but they become "bucket waists"

Ximalaya FM is the undisputed No. 1 in the audio reading industry. Its monthly active users are as high as 77.283 million (data from Analysys Qianfan in January 2019), and its user preference is as high as 57.0%. Overall, Ximalaya FM is truly the number one. It has three major advantages compared with similar platforms.

First, the user base is large. The content of Ximalaya FM platform includes audio books, music, entertainment film and television, cross talk, emotional DJ, knowledge and other columns, basically covering people in various segments. Public information shows that as of the end of 2018, the number of Ximalaya FM users (including but not limited to the audio reading industry) has exceeded 470 million.

Second, Ximalaya FM’s entire content ecological construction is relatively complete. Ximalaya FM not only has rich and complete platform content, but also actively deploys artificial intelligence, e-commerce and other fields, and has now formed a good ecological closed loop. That is, Ximalaya FM attracts and retains users through the rich content on the platform, and then diverts traffic to e-commerce, artificial intelligence products, and education. For example, the Xiaoya AI smart speaker released by Ximalaya FM, relying on the rich content of the Ximalaya FM platform, completed the feat of selling out 100,000 units 40 hours after its release through the model of buying speakers and giving members away.

Third, it has a high reputation and reputation in the industry. The "2018 China Audio Reading Industry Development Trend Analysis" report released by Analysys shows that Ximalaya FMThe average usage time per user is 2.8 hours, and the number of opens is 32.4, both ranking second in the industry. In the "2018 China Audiobook Market Special Research Report" released by iiMedia Consulting, Ximalaya FM ranked first in user preference and reputation. Overall, its reputation and reputation are both high.

Although Ximalaya FM is No. 1 in the industry, there is still a shortcoming that is often ignored by the public, that is, the platform lacks features. Ximalaya FM lacks distinctiveness in content style. Its competitors, Lanren Tingshu, Dragonfly FM and other platforms have their own styles. For example, Lanren Tingshu focuses on scenario-based listening books, and Dragonfly FM focuses on PUGC content. The lack of features is not conducive to the formation of competition barriers and creates hidden dangers for user retention problems.

Lazy Man Listening to Books: Good users and copyright, but limited audience group

Compared with Ximalaya FM, Lanren Audiobook, which was born in 2012, is more vertical. It is currently the No. 1 vertical audiobook platform with 28.163 million monthly active users and 320 million active users. The user preference and reputation are second only to Ximalaya FM, ranking second, with 36.2% and 46.5 points respectively. In addition, Lanren Tingshu also won the Golden Fortune Award for Best Event Creativity in 2018, and its strength cannot be underestimated.

On the one hand, Lanren Tingshu has a high user stickiness. Analysys related reports show that Lanren Tingshu ranks first in the industry in terms of per capita usage time per month and per capita usage times per month. They reached 3.7 hours and 38.4 times respectively, which is much higher than the 2.8 hours and 32.4 times of Ximalaya FMFM, which ranked second. This also reflects the high user stickiness of lazy people listening to books.

On the other hand, the copyrights of Lazy Listening Books’ books are relatively rich. Although currently Ximalaya FM, Dragonfly FM and other head-to-head audio reading platforms all claim to have 85% of the adaptation rights of online literature, Lazy Listening Books has a comparative advantage in richness of copyrights. The "Analysis of Development Trends of China's Audio Reading Industry in 2018" report released by Analysys clearly pointed out that the copyright resources of Lazy Listening Books have become its magic weapon to win. According to other public information, in addition to cooperation with China Literature Group, Lanren Tingshu has also reached copyright cooperation with more than 500 publishing houses across the country, and has tens of thousands of genuine audiobook resources.

Although Laianren Tingshu is a leader in the audio reading industry, as a vertical platform it also has one inherent shortcoming, that is, its audience is limited. The number of users of the Lanren Tingshu platform has exceeded 300 million (including but not limited to the audio reading industry), which is far lower than the 470 million users of Ximalaya FM. The reason is that the audience of the Lanren Tingshu platform is mainly audiobook lovers, and the audience is limited to one word "listening", while Ximalaya FM also has "watching" and "playing".

Dragonfly FM: Differentiation and high-quality products are both at the same time, but the quantity and reputation are falling behind

Dragonfly FM is a veteran in the audio reading industry. It was born in 2011 and still maintains strong competitiveness. Its user base has exceeded 200 million, the number of active users has reached 20.037 million, and the user preference level is 31.9%, second only to Ximalaya FM and Lanren Tingshu. Dragonfly FM can achieve these results because of its two major advantages.

First, the platform has a specific and distinct “personality”. Most audio reading platforms are in PGC (professionally produced content) mode. The advantage of this mode is that it canProvide higher-quality content for the platform, but at the same time, this model also reduces the upper limit of platform resources and increases the cost of acquiring platform content; there are also a few audio reading platforms that focus on the UGC model (user-generated content). The advantages of using this model can ensure low cost and high quantity of platform content acquisition, while also maintaining the activity of platform users at a high level, but the quality is inevitably uneven.

Dragonfly FM is special. It uses both PGC and UGC modes, that is, it changes from PGC mode to PUGC mode. Therefore, the content on the Dragonfly FM platform is of high quality and quantity, and the platform’s cost of acquiring content has also been reduced. It is understood that the Dragonfly FM platform has another major feature, that is, there are many anchors and celebrities on the platform, and they are also "making stars", encouraging creators to contribute paid contributions. Dragonfly FM's many "personalities" allow it to build high barriers to competition in pan-entertainment.

Second, the IP platform is at the forefront of the industry. As mentioned earlier, Dragonfly FM has the "personality" of many anchors and celebrities. Dragonfly FM just uses anchors and celebrities to create high-quality content using PUGC to realize the IP-based content of the platform. For example, "Diao Da Jie North" created by Gao Xiaosong on Dragonfly FM had more than 100,000 subscribers in the month of its release. Another example is the paid program "Jiang Xun Talks about the Dream of Red Mansions" hosted by Jiang Xun on Dragonfly FM. It has been played a total of 1 billion times. These are successful cases of Dragonfly FM's IP.

Even so, Dragonfly FM is still at a disadvantage in terms of product reputation and the amount of platform content. According to iiMedia Research’s 2018 Q1 Chinese audiobook users’ satisfaction survey on the audiobook experience on the platform, Dragonfly FM’s satisfaction rating is actually not in the top three, lower than Ximalaya FM, Lanrendushu, and Lychee FM. The insufficient amount of content on the platform is determined by the platform model. Dragonfly FM has changed from PUG to PUCG. Although the amount of content has increased compared with before P, there is still a big gap with the UCG model.

Who will break the three-legged confrontation

Everyone who is familiar with the Three Kingdoms knows that it was not one of Wei, Shu and Wu who broke the three-legged alliance, but the Sima family. In the same way, breaking the current tripartite situation in the audio reading industry may also come from a fourth party. Although the three major platforms of Ximalaya FM, Lanren Tingshu and Dragonfly FM currently stand on a tripartite platform, a fourth player - Lychee - can be seen from the reports released by Analysys, iiMedia, etc. Although Lychee FM has transformed into live voice broadcasting, it still retains the original audio reading section. It is not far behind Dragonfly FM in terms of reputation, satisfaction, user preference and other aspects, and it seems to be overtaking in some indicators. Therefore, the one who breaks the current tripartite situation in the audio reading industry may also be Lychee.

It is possible to break the tripartite situation from the outside, and it is also possible to break the tripartite situation from the inside. Based on the previous analysis of the three leading platforms in the audio reading industry, the author believes that Dragonfly FM may be the disruptor to break the three-legged alliance from within.

The future development of the audio reading industry has three major trends: scenario-based, copyright-heavy, and IP-based. One situation is that Dragonfly FM is out, that is, it is left behind by the other two companies. Because in terms of scenarioization, Ximalaya FM has laid out multiple scenarios such as the Internet of Vehicles, the Internet of Things, and artificial intelligence, seizing development opportunities; in terms of copyright, Lanren Tingshu uses copyright as a breakthrough. In addition to being backed by China Literature Group, it also has an advantage in the number of copyright partners.This trend is waiting to be broken in an era where copyright is king.

Another situation is that Dragonfly FM takes the initiative to break the situation. IPization is one of the important trends in the development of the audio reading industry. Currently, Dragonfly FM has achieved good results in IPizing platform content. It is not impossible to further promote IPization in the future. Those who obey will prosper, so they have the opportunity to stand out from the current situation of three pillars.

In general, Ximalaya FM has the strongest comprehensive strength, and it will not be a big problem as long as it develops its own characteristics to break the situation; Lazy Listening to Books, with two cards of copyright and sceneization, is also a strong competitor for the game-breaker; Dragonfly FM has distinctive features and high competition barriers, and it also has the opportunity to break the game. As for whether Lychee FM can break the game, it depends on the development of the first three platforms. But one thing is for sure, a game-breaker will emerge within a year or two.