For many podcast listeners, following their favorite shows is a solitary experience.
A recent survey of 2,000 users by the University of Florida College of Journalism and Communications found they listened to podcasts most often at home, during commutes or while exercising. Over the past couple of years, however, a new trend, audio livestreaming, has taken off in China. The medium is basically a combination of podcasting and talk radio, with mobile apps enabling interactive features like live chats with other listeners, call-in requests and emoji reactions.
If it follows other formats that gained traction in China before becoming popular elsewhere, like short-form video apps (including TikTok) and video livestreams, it may give podcasts in other markets a new way to reach more listeners and