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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