MoonFox Analysis | Trapped in Commercialization: How Far Can the "Xiaoyuzhou FM" App Go on "Powered by Love" Alone?
MoonFox Data analyzes the development and commercialization challenges of Chinese podcasts, particularly focusing on the Xiaoyuzhou FM app. The report compares podcast markets in China and the US, highlighting key differences in monetization and audience reach. While US podcasts primarily generate revenue through brand advertising, Chinese platforms rely heavily on B2C payments.
The analysis reveals that Xiaoyuzhou FM has attracted 15 million registered users and 4.5 million monthly active users, primarily young females in first-tier cities. The platform has successfully created a unique position through content innovation and lifestyle-focused programming, but faces commercialization challenges. The report identifies emerging B2B opportunities through ITC (Influencer to Consumer) and DTC (Direct-to-Consumer) models, with brands increasingly creating their own podcast channels.
MoonFox Data analizza le sfide nello sviluppo e nella commercializzazione dei podcast cinesi, con particolare attenzione all'app Xiaoyuzhou FM. Il rapporto confronta i mercati dei podcast in Cina e negli Stati Uniti, evidenziando le principali differenze nella monetizzazione e nella portata del pubblico. Mentre i podcast statunitensi generano principalmente entrate tramite pubblicità di marca, le piattaforme cinesi si basano fortemente sui pagamenti B2C.
L'analisi rivela che Xiaoyuzhou FM ha attratto 15 milioni di utenti registrati e 4,5 milioni di utenti attivi mensili, per lo più donne giovani nelle città di primo livello. La piattaforma ha creato con successo una posizione unica attraverso l'innovazione dei contenuti e una programmazione incentrata sullo stile di vita, ma si confronta con sfide di commercializzazione. Il rapporto identifica opportunità emergenti B2B attraverso modelli ITC (Influencer to Consumer) e DTC (Direct-to-Consumer), con i marchi che creano sempre più i propri canali podcast.
MoonFox Data analiza los desafíos del desarrollo y la comercialización de los podcasts chinos, enfocándose particularmente en la aplicación Xiaoyuzhou FM. El informe compara los mercados de podcasts en China y en los Estados Unidos, destacando las principales diferencias en monetización y alcance de audiencia. Mientras que los podcasts estadounidenses generan principalmente ingresos a través de publicidad de marca, las plataformas chinas dependen en gran medida de los pagos B2C.
El análisis revela que Xiaoyuzhou FM ha atraído a 15 millones de usuarios registrados y 4.5 millones de usuarios activos mensuales, principalmente mujeres jóvenes en ciudades de primer nivel. La plataforma ha logrado crear una posición única a través de la innovación en contenido y programación centrada en el estilo de vida, pero enfrenta desafíos de comercialización. El informe identifica oportunidades B2B emergentes a través de modelos ITC (Influencer to Consumer) y DTC (Direct-to-Consumer), con marcas que crean cada vez más sus propios canales de podcast.
MoonFox Data는 중국 팟캐스트의 개발 및 상업화 문제를 분석하며, 특히 Xiaoyuzhou FM 앱에 중점을 둡니다. 이 보고서는 중국과 미국의 팟캐스트 시장을 비교하며, 수익 창출과 청중 도달의 주요 차이점을 강조합니다. 미국의 팟캐스트는 주로 브랜드 광고를 통해 수익을 창출하는 반면, 중국 플랫폼은 B2C 결제에 크게 의존하고 있습니다.
분석 결과 Xiaoyuzhou FM은 1500만 명의 등록 사용자와 450만 명의 월간 활성 사용자를 보유하고 있으며, 주로 1선 도시의 젊은 여성들입니다. 이 플랫폼은 콘텐츠 혁신과 라이프스타일 중심의 프로그램을 통해 독특한 위치를 성공적으로 구축했지만, 상업화 문제에 직면해 있습니다. 보고서는 브랜드가 점점 더 자신의 팟캐스트 채널을 만들면서 ITC(Influencer to Consumer) 및 DTC(Direct-to-Consumer) 모델을 통한 새로운 B2B 기회를 식별합니다.
MoonFox Data analyse les défis de développement et de commercialisation des podcasts chinois, en se concentrant particulièrement sur l'application Xiaoyuzhou FM. Le rapport compare les marchés des podcasts en Chine et aux États-Unis, mettant en évidence les principales différences en matière de monétisation et de portée du public. Alors que les podcasts américains génèrent principalement des revenus par la publicité de marque, les plateformes chinoises s'appuient fortement sur les paiements B2C.
L'analyse révèle que Xiaoyuzhou FM a attiré 15 millions d'utilisateurs enregistrés et 4,5 millions d'utilisateurs actifs mensuels, principalement des jeunes femmes dans des villes de premier plan. La plateforme a réussi à créer une position unique grâce à l'innovation de contenu et une programmation axée sur le style de vie, mais est confrontée à des défis de commercialisation. Le rapport identifie des opportunités B2B émergentes à travers des modèles ITC (Influencer to Consumer) et DTC (Direct-to-Consumer), les marques créant de plus en plus leurs propres chaînes de podcast.
MoonFox Data analysiert die Entwicklungs- und Kommerzialisierungsherausforderungen chinesischer Podcasts, insbesondere der App Xiaoyuzhou FM. Der Bericht vergleicht die Podcast-Märkte in China und den USA und hebt die wesentlichen Unterschiede in der Monetarisierung und Reichweite des Publikums hervor. Während US-Podcasts hauptsächlich durch Markenwerbung Einnahmen generieren, verlassen sich chinesische Plattformen stark auf B2C-Zahlungen.
Die Analyse zeigt, dass Xiaoyuzhou FM 15 Millionen registrierte Nutzer und 4,5 Millionen monatlich aktive Nutzer angezogen hat, hauptsächlich junge Frauen in erstklassigen Städten. Die Plattform hat erfolgreich eine einzigartige Position durch Inhaltsinnovationen und lifestyle-orientierte Programmierung geschaffen, sieht sich jedoch kommerziellen Herausforderungen gegenüber. Der Bericht identifiziert aufkommende B2B-Möglichkeiten durch ITC (Influencer to Consumer) und DTC (Direct-to-Consumer)-Modelle, während Marken zunehmend ihre eigenen Podcast-Kanäle erstellen.
- Xiaoyuzhou FM has achieved 15 million registered users and 4.5 million monthly active users
- Strong engagement among young urban users, with 84.45% female audience
- Platform has successfully attracted high-profile content creators and brands
- Growing B2B opportunities through ITC and DTC models
- User base significantly smaller than leading platforms
- revenue from B2C payments due to content style
- Narrow demographic focus restricts growth potential
- Lack of dedicated marketing methodology and evaluation systems
Insights
The article reveals a critical transition in China's podcast industry, particularly focusing on Xiaoyuzhou FM's unique market position. The platform's core demographic - young, educated users in first-tier cities (84.45% female, predominantly aged 16-35) - presents both opportunities and limitations for monetization. While its specialized audience targeting enables premium brand partnerships, the relatively small user base (
The platform's B2B commercialization strategy through brand podcasts shows promise, with over 171 active brand podcasts in 2024. Notable success cases like GIADA's "Flower on the Rock" podcast achieving 700,000 plays demonstrate the potential for brand engagement. However, the industry still lacks sophisticated marketing metrics and digital management systems, creating barriers to broader brand adoption.
Compared to market leaders like Ximalaya (with 303 million monthly active users), Xiaoyuzhou FM's niche positioning limits its B2C revenue potential but could excel in B2B brand partnerships targeting affluent, young urban consumers.
The revenue model disparity between U.S. and Chinese podcast markets is striking. While U.S. podcasts generate substantial income through brand advertising (9.11% average ad time per episode in Q2 2024), Chinese platforms remain heavily dependent on B2C user payments. This is evident in LIZHI's financial structure, where brand advertising comprises just
The current monetization challenges suggest untapped potential in China's podcast advertising market. With high-value demographics (91.2% bachelor's degree or higher) and strong user engagement metrics, platforms like Xiaoyuzhou FM could significantly increase advertising revenue by developing more sophisticated B2B models. The shift toward DTC and ITC collaboration models indicates an evolving monetization strategy that could drive future growth.
The platform architecture of Xiaoyuzhou FM represents a strategic pivot from traditional audio content delivery to a social-first podcast ecosystem. Unlike competitors focused on broad content distribution, Xiaoyuzhou FM has created a community-driven platform that transforms podcasts into "social currency" - a significant differentiator in the market.
The platform's success in attracting brand participation (evident in subscription numbers ranging from 3,749 to 89,000+ for brand podcasts) demonstrates the effectiveness of its social-community model. However, the technical infrastructure for advanced advertising metrics and campaign management remains underdeveloped compared to Western counterparts. This technological gap presents both a challenge and opportunity for platform evolution.
About us: Aurora Mobile (NASDAQ: JG) established in 2011, is a leading customer engagement and marketing technology service provider in China. Its business includes notification services, marketing growth, development tools, and data products. As its sub-brand, MoonFox Data is a leading expert in data insights and analysis services across all scenarios, aiming to help companies gain market insights and empower precise decision-making.
However, the app's commercialization process has been slow, with monetization struggling to keep pace with the surge in emerging content. Many high-quality free offerings lack viable monetization channels, and original podcasts are often seen as operating on a "Powered by Love" model, raising concerns about sustainability. Despite these challenges, several breakout podcast shows in 2024 have sparked optimism about the commercialization prospects of Chinese podcasts.
Types of Platforms Supporting Chinese Podcasts
Category | Representative Platforms | Platform Characteristics |
Entertainment-oriented Audio Platforms | LIZHI | UGC content-driven, with audio live streaming as a signature feature; Users monetize content through paid interactions. Strong in non-professional content aimed at middle-aged users in Second-tier, Third-tier, and Fourth-tier cities. |
Netease Cloud Music | Primarily music-focused; Added a dedicated podcast section in 2020, introducing diverse audio content. | |
Generalist Podcast Platforms | Ximalaya | Broad range of podcast content; Hosts are known for professional commentary and solo storytelling; Popular topics include news analysis, current affairs, and story sharing, generating revenue from user payments and limited advertising. |
Qingting FM | Excels in sociocultural programming; Audience demographics skew older. | |
Professional Audio Course Platforms | Dedao | PGC (Professionally Generated Content) -driven; Leverages celebrity endorsements and professional courses to attract paid users. |
Vertical Podcast Communities | Xiaoyuzhou FM | Positioned as "small yet exquisite", focusing on program interaction and cultivating host IPs; Non-serious content and multi-person discussions attract more young users. |
Data Source: Publicly available online information, compiled by MoonFox Research Institute
I. Lessons for Chinese Podcasters from the 2024 "
The significant influence of podcasts during the
Additionally, former President Joe Biden participated in five podcast programs during his term but never gave an interview to The New York Times. In the
In comparison, the podcast ecosystems in
Comparison of the Podcast Markets in the
Podcast | U.S. Market | Chinese Market |
Emergence | 2000s (Evolved from in-car audio programs) |
2000s (First professional podcast websites appeared) |
Content Forms | Audio, video, internet radio |
Primarily audio |
Distribution Channels | Apple Podcasts, Spotify, SoundCloud, etc. (User-generated content, video content spreads on platforms like TikTok and YouTube) | Apple Podcasts, Xiaoyuzhou FM, Ximalaya, LIZHI, Qingting FM, etc. |
Creator Identity | Self-media hosts, traditional media (radio, print, etc.) | Primarily self-media hosts (mostly part-time) |
Interaction Methods | Email notifications ( | Mobile notifications, tipping, shares and comments, etc. |
Audience Characteristics | Broader audience, primarily young people, followed by middle-aged and family demographics. | Predominantly young, highly-educated people in first-tier cities. Core audience is 80s and 90s generation, accounting for Female listeners make up Listeners with a bachelor's degree or higher account for |
Business Model | Primarily brand advertising. In Q2 2024, the average ad time in each episode of | Paid subscriptions are the main revenue source, with growing advertising. Advertiser inquiries exceed actual ad placements, and market education remains suboptimal. |
Data Source: "The Podcast Consumer 2024", Edison Research; "2024 New Insights into Chinese Podcasts", JUSTPOD; "2023 Q2 Podcast Advertising Report", Magellan AI; compiled by MoonFox Research Institute.
II. Reviewing the Development of Chinese Podcasts: Dependence on B2C Consumption and a Singular B2B Business Model
Turning to the domestic market, podcasts in
Development Stages of Chinese Podcasts
Stage | Development Characteristics | Representative Platforms |
2000-2009 | The rise of Chinese podcasts on the internet | Emergence of professional podcast websites like Podcast Baodian, vvlogger.com, etc. |
2010-2019 | Rapid rise of video-based self-media, podcasts become niche content | Douban FM, Qingting FM, LIZHI, etc. In 2014, Apple launched the Podcast app on mobile devices |
2020-2022 | Explosive growth and content innovation for Chinese podcasts, returning to the mainstream | Xiaoyuzhou FM App and Kuaishou's Piting App launched in 2020; NetEase Cloud Music added podcast entrance to the homepage; QQ Music opened blog entry LIZHI, the first stock in By 2024, Ximalaya had made four attempts at an IPO, and by the end of 2023, its total platform monthly active users reached 303 million. |
2023 - Present | Diversification of business channels | Apart from user subscriptions, the B2B market introduces new growth, with DTC (Direct to Consumer) and ITC (Influencer to Consumer) collaboration models emerging between brands and podcasts |
Data Source: Publicly available online information, compiled by MoonFox Research Institute
Taking Ximalaya as an example of a leading platform in the industry, its public report indicates that the total monthly active users across all platforms exceeds 300 million, with over
In the past two years, leading brands across various industries have begun to create their own podcasts, expanding their marketing channels from video and text to audio. This shift enhances user perception through a multi-sensory experience. According to statistics from "Podcaster," over 171 brand podcasts were active in 2024, with most hosted on the Xiaoyuzhou FM app. These podcasts cover a wide range of consumer goods categories, including tea beverages, outdoor sports, luxury items, shoes and bags, dining, and beauty and skincare. Additionally, they encompass sectors such as capital securities, real estate, and the internet, with several major companies launching podcasts under their official names.
Representative Brand Podcasts from Various Industries
Industry | Brand and Program Name | First Launch Date | Xiaoyuzhou FM - Program Subscriptions |
Smart Home | Being Alive, Dreame | 2024 | 3749
|
Capital Securities | Talking About Money, China Asset Management | 2024 | 20000+ |
Capital Securities | Thick Snow, Long Waves, Xueqiu | 2023
2023 2023
2023 | 28000+ |
Beauty & Skincare | Swing Sway, UNISKIN | 6312 | |
Supermarket &Retail | Freshippo Pop Pop Pop, Freshippo | 13,000 | |
Luxury Goods | [EXTENDED], Louis Vuitton | 44,000+ | |
Luxury Goods | GIADA×Tatler《岩中花述》 Flower on the Rock, GIADA×Tatler | 2022 | 62,700+ |
Sports & Outdoor | Nike Listen, Nike | 2022 | 38,000+ |
Feminine Hygiene | Girls' Talk, OSUGA | 2022 | 1,430 |
Dining | oh! my ga, gaga | 2022 | 18,000+ |
Real Estate | Landing On Air, Aranya | 2021 | 24,000+ |
Internet - Cultural Tourism | Airbed and Breakfast, Airbnb | 2021 | 5,097 |
Services | Pause, Think and Self-care, Pause, Think and Self-care Lab | 2021 | 32,000+ |
Internet - Finance | Zhixing Tavern, Youzhiyouxing | 2021 | 89,000+ |
Data Source: Public data from Xiaoyuzhou FM App, compiled by MoonFox Research Institute as of December 10, 2024
III. Xiaoyuzhou FM's Unique Positioning in the Industry: Fostering Content Innovation and Shaping Young Lifestyles
Xiaoyuzhou FM has seen a surge of emerging podcast programs that break traditional content frameworks. These have shifted from serious podcasts (reviews, news) and one-way outputs (storytelling, lectures) to open dialogues centered around various industry themes. Emerging hosts use conversational formats and casual expressions to produce more non-serious podcasts, while introducing cross-industry hosts from diverse professions to understand user emotions and create engaging topics. This encourages users to leave comments within the platform and share content externally, sparking secondary dissemination.
According to MoonFox data, Ximalaya enjoys even penetration across all age groups and gender demographics. In contrast, Qingting FM is more popular among middle-aged male listeners, while LIZHI attracts a younger female audience. Xiaoyuzhou FM, however, has a predominantly youthful user base, primarily comprising individuals aged 16-25 and 26-35, with female users accounting for over
Gender Distribution of Podcast Platform Users | ||
Male | Female | |
Xiaoyuzhou FM | 15.55 % | 84.45 % |
Ximalaya | 52.98 % | 47.02 % |
Qingting FM | 66.14 % | 33.86 % |
LIZHI | 28.17 % | 71.83 % |
Age Distribution of Podcast Platform Users | |||||
15 and Below | 16-25 | 26-35 | 36-45 | 40 and Above | |
Xiaoyuzhou FM | 0.86 % | 43.99 % | 42.03 % | 11.15 % | 1.98 % |
Ximalaya | 4.42 % | 23.36 % | 27.96 % | 27.06 % | 17.21 % |
Qingting FM | 2.62 % | 18.98 % | 25.95 % | 29.20 % | 23.24 % |
LIZHI | 4.27 % | 30.19 % | 30.83 % | 26.15 % | 8.56 % |
Top 10 Cities by Podcast Platform User Share (Tier Distribution) | |||||
First-tier | New first-tier | Second-tier | Third-tier | Fourth-tier and Below | |
Xiaoyuzhou FM | 22.05 % | 28.99 % | 19.74 % | 14.57 % | 14.65 % |
Ximalaya | 15.20 % | 23.74 % | 20.76 % | 18.34 % | 22.05 % |
Qingting FM | 13.56 % | 22.84 % | 22.33 % | 20.04 % | 21.23 % |
LIZHI | 12.59 % | 21.90 % | 21.32 % | 19.17 % | 25.02 % |
Data Source: User profile analysis of MoonFox iApp, Xiaoyuzhou FM, Ximalaya, Qingting FM, and LIZHI as of December 2024
Xiaoyuzhou FM's podcast content effectively resonates with the emotions of young female users in first-tier and second-tier cities, catering to the cultural and aesthetic needs of Generation Z and Generation Alpha. However, this focus also limits the platform's user base, resulting in a relatively low revenue ceiling. According to Xiaoyuzhou FM's public data for 2023, the platform had 15 million registered users, with 4.5 million monthly active users, which is still significantly behind the leading platforms.
IV. Emerging Podcasts as "Social Currency": Expanding Podcast Marketing Beyond Branding and Advertising
Compared to the broad and comprehensive podcast content ecosystems of platforms like Ximalaya and Qingting FM, Xiaoyuzhou FM offers a lighter and more focused experience. The platform has moved away from content types with higher production barriers, such as audiobooks and professional courses, and instead emphasizes original podcast programs and the development of host IPs. In the early stages of its ecosystem, Xiaoyuzhou FM successfully attracted a diverse array of traditional media professionals, celebrities, entrepreneurs, cultural figures, and talk show hosts, establishing key opinion leaders (KOLs) in the Chinese podcasting landscape. Xiaoyuzhou FM's early development strategy shares similarities with that of the Zhihu platform, leveraging the "celebrity effect + content innovation" to boost awareness among its core user base and enhance the platform's "social currency." Additionally, other social media platforms have seen a rise in content such as "high-quality podcast recommendations" and "women's empowerment podcasts," often directing users to the Xiaoyuzhou FM app. As a result, emerging podcasts have evolved into a form of social and community identity for users.
This "social currency" attribute facilitates a smoother marketing conversion process. Podcasts enable brands to occupy users' minds while providing valuable insights to the audience. By fostering an interactive and shareable atmosphere, they stimulate user engagement and consumption. Currently, podcast commercialization in the B2B sector primarily follows two models: ITC (Inbound Content Marketing) and DTC (Direct-to-Consumer). Both models rely on high-quality content and a highly engaged user base as foundational elements.
- ITC (Influencer to Consumer) model has been widely applied in traditional podcasts, primarily in the form of sponsorships and brand partnerships, where podcasts are used as a UV channel rather than focusing on conversion effectiveness. In contrast, the emerging podcast format, with its relaxed, engaging, and open-dialogue style, makes ad placements more natural and allows customized content focused on brand concepts to be more easily accepted by users. As a result, there has been an increase in effective ads on podcast platforms. Brands value the influence of podcast hosts' IP on their target audiences, leveraging these hosts for endorsement to directly communicate brand values or promotional messages, thus driving consumer conversion within core customer groups.
Podcast × Brand Collaboration Cases
Mostly Harmless × Hair Growth Brand "Dafeixin": Offering discount coupons to fans, verbal endorsement
Li Dan × Quark: Brand sponsorship, verbal endorsement
Siwen, A "Bad" Girl × Soul: Brand sponsorship, customized content
- In the DTC (Direct to Consumer) model, podcasting emphasizes the creation of proprietary brand podcasts. The value of brand-owned podcasts lies in cultivating a private domain user base and acquiring potential customers, which reduces the overt marketing feel of the brand and enhances user trust.
Brand-owned podcasts typically prioritize understanding and addressing the needs of their target audience rather than focusing on the product itself. For example, Aranya's brand podcast, launched in 2021, seeks to engage users by promoting an ideal lifestyle, thereby encouraging participation in offline experiences and driving local cultural tourism consumption. Similarly, the accounting software brand Youzhiyouxing launched the podcast "Zhixing Tavern," which explores themes like "money-making girls" and "young people's financial management." This podcast discusses topics such as personal finance, consumption, and career development to accumulate user visits (UVs) for the platform.
The Italian luxury brand GIADA produced the podcast "Flower on the Rock," featuring Chen Luyu as the permanent host. In this 80-minute show, she engages in conversations with guests from various industries and generations, discussing life philosophies and personal insights, thereby creating relaxed and engaging content. There is minimal direct promotion of brand or product information; instead, the focus remains on the guests, using thought-provoking discussions to convey the brand's philosophy of "the strength of women that combines resilience and tenderness." In 2024, Chen Luyu's interviews with celebrities like Zhan Qingyun and Zhang Chun garnered significant attention, with a single episode reaching 700,000 plays on Xiaoyuzhou FM. The podcast IP created by the brand went viral, enhancing B2B brand marketing confidence.
V. The Commercial Potential of Chinese Podcasts Remains Unleashed
Overall, Chinese podcasts are entering a new growth cycle. "Podcast Socializing" has garnered the attention of mainstream media, sparking a new wave of cultural consumption among Generation Z and Generation Alpha. Meanwhile, brands are shifting their focus from merely acquiring user visits (UV) through podcast platforms to emphasizing the conversion results that podcasts can deliver. The development of proprietary podcast channels is becoming increasingly popular among new consumer categories.
Compared to the large user base and PGC characteristics of leading platforms, Xiaoyuzhou FM's lightweight and entertaining content style has made it less effective at driving user payments on the B2C side. However, its unique "social currency" attribute offers fertile ground for B2B commercialization. In the future, B2B commercialization could emerge as a new growth point for the Chinese podcast industry. However, as it stands, platforms, podcast brands, and individual hosts all face numerous challenges in this area. For instance, the industry lacks a dedicated marketing methodology for podcasts, a scientific evaluation system, and a digital management system, all of which create barriers to brand participation.
The development of the Chinese podcast industry requires increased commercialization to support the growth of high-quality content. Exploring B2B commercial value is not only essential for generating revenue for brands but also acts as a crucial driver for platforms to enhance the supply of high-quality content on the B2C side. Xiaoyuzhou FM, often labeled as "Powered by Love," needs to offer more refined services in B2B partnerships, identify reusable marketing solutions, and unlock additional commercial value to advance further in content innovation.
- Our Information:
Website: https://www.moonfox.cn/
Contact number: 400-888-0936
- Contact us:
Name: Felix
Title: Director of Sales, Industry Insight Division
Tel: +86 -13366276383
Email: zhouzt@jiguang.cn
Address: 608/F, Tower B, Wintrust Center, No. 1 Xidawang Road, Chaoyang District,
Name: Janette Zhou
Title: Marketing Manager
Tel: +86-13928239332
Email: zhouxt@jiguang,cn
Address: 608/F, Tower B, Wintrust Center, No. 1 Xidawang Road, Chaoyang District,
View original content:https://www.prnewswire.com/news-releases/moonfox-analysis--trapped-in-commercialization-how-far-can-the-xiaoyuzhou-fm-app-go-on-powered-by-love-alone-302339252.html
SOURCE Aurora Mobile Ltd
FAQ
What is the current user base of Xiaoyuzhou FM in 2024?
How does Xiaoyuzhou FM's user demographics differ from other podcast platforms?
What are the main revenue models for Chinese podcast platforms in 2024?
How many brand podcasts were active on Xiaoyuzhou FM in 2024?
