ChinaTalk Learning to listen: China's billion-dollar podcast industry
Jul 10, 2019
Yi Yang, the founder of JustPod and a former senior editor at Yicai China, dives into China's booming podcast industry. He discusses the rise of companies like Ximalaya and the sharp differences between Chinese and Western content styles. The conversation touches on podcast monetization, censorship challenges, and unique storytelling formats that resonate with Chinese audiences. Yi also shares insights about bridging the cultural gap in podcasting and how listeners are evolving their habits in this vibrant audio landscape.
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Early Radio Influence
- Yang Yi, a long-time radio enthusiast, fondly remembers listening to English Cafe on VOA as a child.
- The immersive experience of the cafe setting left a lasting impression, sparking his interest in audio's power.
Impact of Commercial Radio
- Chinese radio, driven by commercialization, adopted a low-budget, talk-heavy format. This model, while profitable, hindered the development of professional audio producers skilled in storytelling.
Storytelling in China
- While Western audiences might consider Ira Glass a storyteller, Chinese audiences often associate storytelling with performers like Shan Tianfeng.
- Shan Tianfeng's historical narratives, delivered live on stage, differ significantly from Western podcast storytelling.
