Research On Podcast Content Production On Mobile Audio Platforms Based On Audience Need

The fast-paced lifestyle makes people’s time increasingly fragmented.With the popularization of mobile Internet technology,audio media has become an advantageous media to make up for the audience’s blank time,and podcasts provide listeners with digital broadcasting in line with their personal interests.In 2019,the number of Chinese podcasts was less than 2000.As of May 12,2021,according to the data of global podcast search engine and listen notes,the number of Chinese podcasts increased to 19422,but it increased by 9.7 times in a year and a half.Net Ease mobile music platform such as cloud music,QQ music,lychee,Kwai,Himalaya,dragonfly began to invest in podcasting.The emergence of these mobile audio platforms promotes the continuous emergence of podcast producers and the growing audience.Nevertheless,domestic podcasts still have some problems,such as unclear audience portrait,uneven program quality,weak continuous output ability and difficult commercialization road.If Chinese podcasts want to attract more audiences and realize the direction of commercial development,they need to be built as a product.First,they have an insight into the needs of the audience,then generate high-quality content and optimize the content production links.Therefore,what are the motivations and needs of Chinese podcast audiences to listen to podcasts,and how podcast producers and mobile audio platforms respond to these needs and continuously output high-quality programs are important challenges for the development of Chinese podcasts.Using the methods of literature analysis,case analysis,content analysis and in-depth interview,this paper studies the content production of mobile audio platform podcasts based on the needs of podcast audiences and the creative practice of podcast program saltfish screening room.Firstly,it summarizes the concept and development of Chinese podcasts at home and abroad;Secondly,through the analysis of the results of in-depth interviews,it is found that the needs of respondents to listen to podcasts are different.The audience produces corresponding behavior based on certain motivation.The interview results with podcast users summarize six needs of podcast users,namely,knowledge demand,efficiency demand,emotional demand,social demand,autonomy demand and uniqueness demand.The content of the third chapter is to study the production of podcast content on mobile audio platform.From the two aspects of topic selection planning and production process,combined with the topic selection and production of salted fish screening room,it is analyzed and summarized based on the needs of the audience.The fourth chapter studies the operation of podcast content production on mobile audio platform,analyzes it from the aspects of promotion mode,social attributes,platform management and business model,and summarizes it based on the needs of the audience.Finally,according to the needs of the audience and the current situation of podcast content production on mobile audio platform,this paper puts forward some suggestions on the optimization of podcast content production on mobile audio platform in China.