With the growing popularity of podcasting over the past decade, the Kuaishou short video platform is entering the field with a new podcast app. According to Chinese media outlet Tech Planet, an app developed by the Kuaishou team called Piting (literally, kayaking) is currently in secret beta testing. Leaked images show the app’s interface resembles that of Xiaoyuzhou (literally, small universe), China’s first dedicated podcast app developed by the team behind Jike, a niche social media app popular among young people. Chinese white collar workers informed.
The Piting app offers “fine search” and category tags including “culture”, “music”, “art” and “game” which are used to define podcast genres. The app would also allow users to comment on each episode as scheduled. Piting also features the slogan: âlisten to interesting souls talking about the worldâ.
According to a 2020 Chinese Internet Audio Industry Report released by iResearch Consulting Group, the market size of Chinese Internet audio industry in 2019 was 17.58 billion yuan, with annual growth of 55.1 %. With the rapid development of the industry in recent years, high-quality audio products of the network audio industry are constantly emerging, and the audio content continues to be more and more diverse. According to the report, the number of online audio users in China reached 490 million in 2019.
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Chinese internet giants are also entering the kingdom by launching new applications. Jike’s Xiaoyuzhou has been the subject of public testing since the beginning of this year; Tencent launched the Kuwo Listen app for long-form audio content; ByteDance launched Tomato Listen, as the company is said to be tapping into audiobooks as well. NetEase’s music application, NetEase Cloud Music, has also launched a separate section called âsound theaterâ for well-known audio dramas and audiobooks suitable for intellectual property.
Currently, the consumption of audio content is still relatively new in China, while the specified genres, including audiobooks, podcasts, audio dramas, and educational audio content, are not clearly defined. Ximalaya, China’s largest audio content platform, has faced a number of lawsuits over copyright issues and user experience complaints. Due to Chinese regulations and censorship laws, Spotify and much of the English-language content featured in Apple’s podcast app is not accessible to Chinese listeners, leaving a void to be filled for an app from podcast developed in Chinese.