艾媒咨询 | 2026年中国有声书行业发展趋势研究报告

　　当前中国在线阅读市场正经历从高速扩张向存量深耕与品质升级切换的关键阶段，有声书作为其中核心的内容消费形态，迎来用户需求分化与产业价值重构的重要窗口期。iiMedia Research（艾媒咨询）数据显示，中国声音经济产业市场规模从2017年的307.6亿元持续攀升至2025年的6110.1亿元，预计2029年将达到7415.8亿元，整体增势稳健。随着市场规模基数不断扩大，行业增速已由爆发式增长逐步趋于平稳，单纯的流量红利与内容铺量难以构建持久壁垒，产业发展正面临同质化竞争加剧与用户付费意愿分化的双重挑战，亟需从规模驱动向精细化运营与内容品质驱动转型。

　　iiMedia Research（艾媒咨询）调研显示，2026年中国有声书用户选择平台的主要原因中，“有声书资源丰富，品类齐全”占比最高，达31.88%；“收听体验好”占29.98%，“推荐精准”占26.40%，“有独家内容”占25.95%；此外，平台口碑、界面操作、家人好友互动、会员性价比等因素占比均在23%-25%左右，分布相对均衡。内容资源的丰富度与品类覆盖是用户选择平台的首要考量，体现了“内容为王”的行业本质；收听体验与推荐精准度紧随其后，说明技术体验与个性化服务同样是影响用户决策的重要因素；而独家内容占比接近26%，反映出头部IP与独家资源对用户的吸引力正在提升。平台应在扩充内容库的基础上，加大独家内容布局与算法推荐优化，同时注重基础体验打磨，形成“内容+体验”的双重竞争力。

　　综合来看，有声书行业的竞争正转向“内容广度、独家深度与体验精度”的多维比拼。用户决策呈现“内容领先、体验紧随、多因素均衡”的特征，这意味着平台既要筑牢资源护城河，也要在演播质量、无广告体验、个性化推荐与多设备协同上持续精进，方能在存量博弈中占据用户心智。

　　China’s online reading market is currently undergoing a critical transition from rapid expansion to deepening engagement with existing users and enhancing content quality. As a core form of content consumption within this market, audiobooks are entering a crucial window of opportunity marked by diversifying user demand and a restructuring of industry value.Data from iiMedia Research shows that the market size of China’s audio economy has continued to climb from 30.76 billion yuan in 2017 to 611.01 billion yuan in 2025, and is projected to reach 741.58 billion yuan by 2029, reflecting a steady overall growth trend. As the market base continues to expand, the industry’s growth rate has gradually stabilized from its initial explosive phase. Relying solely on traffic dividends and content volume is no longer sufficient to build sustainable competitive barriers. The industry now faces the dual challenges of intensifying homogenized competition and diverging user willingness to pay, creating an urgent need to transition from scale-driven growth to refined operations and content quality-driven development.

　　According to a survey by iiMedia Research, among the primary reasons Chinese audiobook users cited for choosing a platform in 2026, “rich audiobook resources and a comprehensive selection of genres” ranked highest at 31.88%; “Good listening experience” accounted for 29.98%, “Accurate recommendations” for 26.40%, and “Exclusive content” for 25.95%. Additionally, factors such as platform reputation, user interface, interaction with family and friends, and value for money of membership plans all accounted for approximately 23%–25%, with a relatively balanced distribution. The richness of content resources and category coverage are the primary considerations for users when choosing a platform, reflecting the industry’s fundamental principle that “content is king”; Listening experience and recommendation accuracy follow closely behind, indicating that technical experience and personalized services are equally important factors influencing user decisions; meanwhile, exclusive content accounts for nearly 26%, reflecting the growing appeal of top IPs and exclusive resources to users. Platforms should expand their content libraries while increasing their focus on exclusive content and optimizing algorithmic recommendations, all while refining the core user experience to build dual competitiveness in “content and experience.”

　　Overall, competition in the audiobook industry is shifting toward a multidimensional contest centered on “content breadth, exclusivity depth, and experience precision.” User decision-making exhibits the characteristics of “content leading the way, experience following closely, and a balance of multiple factors.” This means that platforms must not only build a strong resource moat but also continuously improve in areas such as narration quality, ad-free experiences, personalized recommendations, and cross-device synchronization in order to capture user mindshare in this zero-sum game.

　　在线阅读市场扩容，有声阅读成重要增长极

　　运动、居家、通勤场景领跑，多场景渗透格局形成

　　内容资源与收听体验为平台选择核心驱动力

　　头部平台认知度领先，喜马拉雅与番茄畅听位居前列

　　资源不足与付费性价比是用户流失首要原因

　　技术升级与内容差异化引领趋势，用户普遍看好行业前景