2026播客迎来新变局，章泽天、王屹芝相继下场，苹果也有新动作

上观新闻02-24

这个春节，你听播客了吗？　　在返乡路上、厨房忙碌、整理家务时，越来越多的人选择用声音填满生活的缝隙，让耳朵也有事可做。　　今年初，章泽天、王屹芝相继推出个人播客节目，让这个低调赛道收获更多关注。就在最近，苹果公司宣布，将于今年春季为Apple Podcasts（苹果播客）推出视频播客功能，并首次允许创作者动态插入视频广告，为内容变现提供更多空间。　　从大咖入局到平台加码，这个小众、慢热的媒介，正在...

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Podcasts、喜马拉雅等主流平台，排名靠前的节目如《李诞》《凹凸电波》《文化有限》等，以漫谈和深度访谈为主，单期时长普遍超过60分钟。　　为什么在短视频横行、节奏越来越快的今天，动辄一两个小时的播客反而火了？　　首先得厘清播客与传统电台的区别。电台是线性直播，听众只能被动跟随；播客是点播，用户可以自由选择、暂停、反复听，这种“可掌控的陪伴感”，恰好填满了人们的碎片化时间，又在深度内容上满足了情感与认知需求。　　“我的粉丝大多数是22岁到28岁的年轻群体，有人生焦虑，对精神抚慰的需求比较高。”《二拾青年》主理人杨雨印象深刻的是，曾有一位听众告诉他，他的播客内容陪伴自己度过了压力最大、焦虑最多的考研阶段，获得很大的支持。　　在可观的增量市场当中，播客发展呈现出鲜明分化。　　大咖入局，成为显著的趋势。例如章泽天的《小天章》首期邀请刘嘉玲对谈，鲁豫的《岩中花述》则以温柔倾听构建深度对话，引起了各方关注。　　而在明星和头部主播之外，撑起播客生态的，还有大量中腰部创作者群体。　　记者采访了解到，许多主播起号初衷和“吸粉”“变现”无关。他们本身就有听节目的习惯，有较强的倾诉欲和表达欲。　　“我们只是因为喜欢听播客，也想把自己喜欢的内容分享给别人，这是一个长期主义的爱好。”泛财经播客《市丽眼》主理人俞老师和倩倩告诉记者。这个做了近一年的账号目前有两三百粉丝，她们仍在坚持更新。“播客就像小时候的日记，记录自己的成长。” 泛财经播客《市丽眼》主理人俞老师和倩倩把播客作为长期主义的爱好。（图片来源：受访者供图）　　杨雨已经有3年多做号经验，粉丝积累到2000余人。“我分享的内容相对小众，所以涨粉比较慢，但我会把播客当作自我表达的媒介，也是一份自我成长的记录。”　　小宇宙数据印证了当下播客的热闹：2025年平台新增6.4万余个播客节目和近70万个单集，从明星大咖到垂直领域的深耕者，再到大量素人，创作者们正大量涌入。 待破解的变现难题　　有人气，就有流量；有流量，自然就有商业化空间。　　喜马拉雅泛价值IP与商业化负责人马晓蓉介绍，平台商业化主要集中在三大方向。一是品牌定制、共创内容，包括口播广告、场景化植入、独家冠名等，这部分贡献了约七成收入；二是用户直接付费收听，例如杨天真的付费播客《杨天真的高情商公式》，购买人数超过1.2万；三是IP衍生开发，如直播、线下活动等。　　然而，行业的商业化红利，大多集中在头部主播手中，大量普通创作者仍处在变现边缘，基本是“用爱发电”。　　“真正能赚到钱的创作者极少，可能9成以上都没有收益。”杨雨表示，中腰部及以下主播很难获得品牌投放，同时部分主播出于内容调性坚持，也会主动放弃商业化合作。杨雨本人就是其中一员，他曾拒绝整集节目为品牌服务的合作邀约。　　从行业整体来看，变现难的根源之一，在于音频媒介的天然局限。它无法直观展示商品，只能依赖语言描述，品牌自然更倾向于投放高人气主播，实现更有效的投入产出。　　这正是苹果加码视频播客被视为行业发展重要信号的原因，这一形式可以打开更大的变现空间。　　以《罗永浩的十字路口》为例，首期节目上线24小时内全网播放量突破2000万，罗永浩以“日进斗金”形容其播客节目的收益。除了名人自带的IP效应，该节目采用的视频化形态本身，也为商业化对接提供了更直观的展示空间。记者注意到，在某期对谈里，就有三个品牌集体露出。　　国内平台也在同步发力视频播客。2025年3月，喜马拉雅联合太平洋产险打造国内在线音频行业首档播客视频化节目《行走的思考》，上线48小时播放量突破33万，50天超过1000万。马晓蓉表示，平台还会在健康、历史人文、城市文化等多个赛道上，推出视频播客项目。　　对于这一趋势，创作者们的态度出现分化。　　倩倩认为，从商业化角度，视频播客更具优势，“因为很多产品需要画面呈现，只靠声音很难形成冲击力”。但露脸出镜，也让习惯藏在话筒后的主播面临新压力。　　杨雨则坚持，视频播客与传统播客不能等同，前者本质是视频内容，后者仍是声音载体。如果采取视频播客的方式，或许会失去做号的初心。　　也有播客主理人认为，声音或视频是形式差异，能否留住用户、实现长期运营，核心仍在于内容是否有价值、有干货，深耕垂直领域，才是行业良性发展的关键。 回答三个朴素问题　　先抛开媒介形式不谈，要留住用户，核心始终在于内容。　　“因为播客自带的陪伴感，我们的用户粘性是非常之高的。在这个时候，找到更忠实的用户比爆款更重要。”作为科幻影视类播客中的头部代表，《黑水公园》主理人坚持深耕垂直领域，增强听众黏性。“这既是这档播客的特点，也是我们团队的擅长之处。只有把这条路走稳，才能支撑起付费内容的持续发展，形成良性循环。”　　那么，对于新人而言，商业机会在哪里？　　从播客内容上，马晓蓉观察到：“年轻用户正在重塑音频内容的版图。增长最快的垂类并非纯粹的娱乐消遣，而是呈现出鲜明的‘向内探索’和‘向外连接’两者并重的特征。”　　具体而言，四大热门增长垂类包括：职场通识与“轻资产”技能，回应年轻人在不确定环境下的焦虑；情绪疗愈和心理健康，成为心理自助的便携工具箱；文化漫谈，在思想与情感上找到同类；具体的热爱如精酿、咖啡、植物养护等垂直领域，通过深耕爱好重建对生活的掌控感。　　“创作者需要彻底完成从‘表达者’到‘产品经理’的身份转换。”她认为，分享的见闻和情绪是节目的“原材料”，但一档能被陌生人订阅、等待、推荐的播客，必须是被刻意设计过的“产品”。　　这意味着播客主理人必须回答三个最朴素的问题——　　一是这档节目具体为谁解决什么困扰。没有用户视角的节目，本质版朋友圈。　　二是内容供应链能撑多久。如果前五期聊完就发现“没什么可聊的了”，说明在启动时没有建立一个可持续的内容池。先规划，再录制，这是产品化与随性表达最本质的分水岭。　　三是愿意为“让用户听懂”做多少努力。很多专业背景出身的新人容易陷入“自我欣赏式表达”，但好的播客不是论文答辩，是翻译。把行业黑话翻译成生活场景，把抽象逻辑翻译成具体故事。　　“在这三个问题回答清楚之后，人格呈现、私域运营、商业化节奏才是值得投入精力去打磨的事情。”马晓蓉总结，先做对的“产品”，再当一个好的表达者。　　时间也许不等人。大咖入局让中文播客赛道更加热闹，但硬币的B面是，受众注意力被分散之后，素人的机会正在收窄。《黑水公园》主理人坦言：“现在起号确实比以前更难了。我们刚做的时候播客还比较少，曝光的可能性比现在大很多，这确实是先发优势。”　　对于大量创作者而言，如何在明星大咖的流量虹吸下找到差异化路径，如何在“产品思维”与“真诚表达”之间取得平衡，仍然需要寻找答案。（文章来源：上观新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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