中国音频传媒发展研究报告(2022)
中文摘要
《中国音频传媒发展研究报告(2022)》是由重庆师范大学广播(CCData音频传媒)研究院主持,暨南大学新闻与传播学院、重庆师范大学新闻与传媒学院联合编撰的年度报告,汇聚了中国广播媒体与音频领域的专家、学者、业界精英的真知灼见,以及中科网联数据科技有限公司(CCData)融媒体专业研究团队的研究成果。
2021年是中国共产党成立100周年,也是中国人民对外广播事业创建80周年。中国广播主流媒体以高度责任感,与党同心,与时代同行,创作了一批又一批思想深刻、情感充沛、制作精良、矩阵强大的音频作品,广播大型直播开始成为常态,各类新闻网站也在加速音频化,广播音频行业的有关政策法规体系构建与治理也在持续加强。
2021年,我国媒体融合向纵深发展,广播音频的纵向横向融合顺势而为。在音频平台加快升级、小宇宙等小众播客迅猛发展的新产业格局下,传统媒体推动广播内容视频化、社交化,同时加快广播深度融合的生态化布局,打造跨界广播IP,构建全媒体传播体系;全国广播频率融合传播发展继续深入,传播效果较好,传播格局基本稳定,“音频+”的声音互联网生态发展向好。截至2021年底,我国在线音频用户达到6.9亿人。
本报告持续关注中国音频生态发展的最新动态和未来趋势,分享和推介广播频率融媒传播效果评估,解读全国广播频率融媒传播效果EMC融播指数和全国广播市场收听竞争格局基础数据,探讨媒体深度融合背景下传统广播视频化融合路径,洞察中国网络语音直播、网络音频、有声书读物等在2021年度发展中的新趋向和新态势。本报告通过科学、真实的第一手数据和客观、理性的案例分析,全场景呈现中国广播和音频传媒市场的发展和创新成果,为音频产业融合升级提供理性参考和客观依据。
综观2021年中国音频传媒市场,“平台化”与版权体系建设交互进行、交相呼应。一方面,全国广播媒体的新媒体矩阵日趋完备,全媒体传播体系日趋完善,新平台型媒体和资源聚集型“云平台”发展态势日渐清晰;另一方面,全国广播媒体通过加强版权管理运营、积极布局车联网与移动互联网,有序深化版权保护与同业交流,产品定位、目标市场等进一步明确,逐渐从之前的市场扩张、资源争夺阶段过渡到自我沉淀和精耕细作阶段。2021年,新《著作权法》的修订和实施,促进了网络音乐版权保护适用等法律制度进一步健全,网络音乐正版化生态体系正逐步建立。与此同时,随着互联网数字技术的发展、人们阅读习惯的改变、政策的推动以及社会经济的发展,有声书在我国成为越来越受欢迎的音频内容产品。我国已成为全球有声书第二大市场,有声书产业不断快速发展,市场体系也逐渐成熟,云听的融合创新盈利模式更是为广播媒体转型发展带来新的启迪。
在视频消费市场竞争日趋激烈的当下,音频类产品的市场规模不断扩大,音频消费占媒体消费总量的比重持续提高,广播音频的广告投放显示出巨大弹性,广播媒体一站式音频娱乐平台建设步伐进一步加快,音频流媒体、在线客户端等使在线音频与传统广播收听时长持平。音频流媒体、在线播客、有声书、音频直播、音频社交等不断拓展听觉应用场景,5G、智能音箱、VR穿戴设备等在助推音频传播个性化、便利化、社交化特征彰显的同时,加快推动新媒体内容的广播化,听觉“黄金时代”已然近在咫尺。
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