“耳朵经济”下中文播客平台商业运营模式研究——基于喜马拉雅与小宇宙的差异化比较探析

A Study on the Business Operation Models of Chinese Podcast Platforms in the “Ear Economy”—An Exploratory Analysis Based on the Differential Comparison between Ximalaya and Xiaoyuzhou

摘要: 本研究以“耳朵经济”为背景，聚焦中文播客平台商业模式，选取喜马拉雅和小宇宙进行对比分析。研究表明，喜马拉雅凭借综合音频生态与多元变现实现规模扩张，小宇宙则通过垂直社区和用户体验深耕核心用户。两者商业模式差异反映了市场分层与战略多样性，但共同推动了音频内容创新与商业化，为播客平台可持续发展提供了理论与实践参考。

Abstract: This study takes the “ear economy” as its background, focuses on the business models of Chinese podcast platforms, and selects Ximalaya and Xiaoyuzhou for comparative analysis. Research shows that Ximalaya has achieved scale expansion by leveraging its comprehensive audio ecosystem and diversified monetization, while Xiaoyuzhou has been deeply cultivating core users through vertical communities and user experience. The differences in business models between the two reflect market stratification and strategic diversity, but they jointly drive the innovation and commercialization of audio content, providing theoretical and practical references for the sustainable development of podcast platforms.