At a time when the entire mobile Internet industry is in stock trouble, the audio market has ushered in rare rapid growth. Behind the growth of this trend is not only due to the needs of people in the era of fragmented economy, but also the result of the continuous exploration and continuous exploration of audio platforms such as Ximalaya. Recently, people familiar with the matter revealed that since the fourth quarter of last year, Himalaya has been profitable for four consecutive quarters.
According to CIC, the annual growth rate of China's ** audio market is about 694. It is expected that the market size will further grow to 120.1 billion yuan by 2025. This data shows that the audio market is growing at a rare rate and has become a strong momentum in the entire mobile Internet industry.
Today, long audio is still struggling to explore the direction of profitability, and long audio, an old track that has experienced a long period of development, horse racing and drastic reshuffle, has taken the lead in bringing a certain increment to players in the new traffic dividend. More and more young users are embracing the medium of audio: after station B was made into a "learning Xi", people began to "occupy seats" in the Himalayas, creating a new way of using it;The post-00s generation has also begun to be keen to listen to long audio in their Xi and work and leisure time, and use it as a new entertainment lifestyle.
As the largest audio platform in China, Ximalaya has also achieved continuous profitability. In January this year, Yu Jianjun, founder and CEO of Himalaya, disclosed that Himalaya achieved a profit of 10 million yuan in a single quarter for the first time in the fourth quarter of 2022, which is the first time that Himalaya has achieved profitability in ten years. Recently, industry insiders revealed that since the fourth quarter of last year, Himalaya has been profitable for four consecutive quarters (2022Q4-2023Q3), and has reached a revenue balance in the second half of 2022Its full-scene MUA also increased from 2 in the third quarter of last year8.4 billion increased to 34.5 billion.
It is understood that in the third quarter of 2023, the Himalayan full-scene MAU will reach 34.5 billion. Among them, the year-on-year growth rate of mobile MAU was 212%, and the year-on-year growth rate of DAU in all scenarios was 122%。This is particularly eye-catching in the context of the continuous decline of content on many platforms.
Why did Himalaya achieve such results?The stickiness of the platform users and the content ecology give it confidence. As we can see from the recent organizational structure upgrade of Himalaya, in the future, Himalaya will shift from being growth-driven to in-depth user value creation-oriented.
In the early stage of the development of the track, audio platforms such as Ximalaya used UGC, PUGC, and PGC to capture the diverse needs of users, encourage a large number of creators to participate in content production and sharing, and form a first-mover advantage. Since then, Himalaya has quickly established close ties with the upstream industry and established long-term cooperative relations with film and television platforms and publishers. This allows it to not only have a large number of IPs to ensure the continuous supply of content, but also become the preferred platform for the audio version of popular film and television IPs.
In addition, occupying key channels is also the focus of Himalaya to stand out from the crowd of audio platforms. For example, in terms of content terminals, leading companies in the fields of smart homes, smart speakers and smart cars have all accessed Himalayan content. In addition to the increase in the basic market, Ximalaya has also set its sights on new markets and vigorously promoted the development of podcasts, and the number of podcast listeners on the platform currently exceeds 1600 million.
How to stabilize profitability?How to improve quality and efficiency?These issues are the most concerned by the market. The continuous profitability of Himalaya has given people a new understanding of the audio track, and at the same time, it also provides a reference for Internet content platforms to determine their long-term business strategies.