Report: Podcasts gain popularity in China as one in five Internet users tuned in last year

More than 220 million of the China’s nearly 1.1 billion Internet users tuned into podcasts on Ximalaya’s platform last year, across 31 genres. Young professionals helped Chinese podcasts attract ads from global brands such as drinks giant Coca-Cola and luxury carmaker Cadillac. — SCMP

One in five Internet users in China listened to a podcast last year, as the once niche sector gained popularity in 2023, according to recently published research.

More than 220 million of the country’s nearly 1.1 billion Internet users tuned into podcasts hosted by Ximalaya last year, across 31 genres of programmes, according to research published on Friday by the Chinese podcast service provider.