Core view
In 20 19, the market scale of digital reading industry in China reached 29.28 billion yuan.
According to the data of iiMedia Research, the market size of digital reading industry in China reached 29.28 billion yuan in 20 19. Affected by the epidemic, the demand for online reading at home has increased. It is estimated that the digital reading market in China will reach 372 1 100 million yuan in 2020, an increase of 27. 1% from the previous month. Ai Media Consulting analysts believe that changes in the external environment, such as the tightening of the national policy on online information content, have brought a better development environment for the industry, and the platform has paid more attention to business innovation and continuously released the value of digital reading.
The advantages of online reading content resources are prominent, and the platform expands its business scope.
The epidemic has promoted the growth of users and the length of reading. The external environment of China digital reading market has improved as a whole, and the industry has continued to develop. At present, the domestic online reading industry is actively expanding the business scope of the platform. The platform relies on high-quality content, authorizes digital copyright, builds head IP across borders, and lays out the audio market of audiobooks; Create high-quality content and implement author support; Expand content channels and set foot in the field of education.
Online reading is the key to explore a new profit model, and the layout of copyright derivative and free reading is the key.
Starting from 2020, on the basis of maintaining and expanding the original core paying users, exploring new profit models in the industry, strengthening the layout of copyright derivative business and cutting into the free reading market will be the key to future growth. Online reading platform has a large number of works and many cores. Popular IP forms a collection of resources, which has a high realization rate but low recognition. Platform users have formed the habit of paying fees, but the acceptance quota is generally low, and competition is sinking in the market. It is still necessary to strengthen the promotion of free reading.
The following is an excerpt from the report.
China's Definition of Digital Reading
Digital reading refers to reading digitalization. It mainly includes the digitization of reading objects and reading methods. With the development of Internet technology, people's reading life has changed and upgraded, and reading is no longer limited to a single way of paper publications. Among them, the digitalization of reading objects refers to the digital presentation of reading contents, including e-books and online novels; Digitalization of reading means that users can read through digital terminals such as PC, mobile phone terminal and special reading terminal.
The Market Scale of Digital Reading Industry in China
According to the data of iiMedia Research, the market size of digital reading industry in China reached 29.28 billion yuan in 20 19. Affected by the epidemic, the demand for online reading at home has increased. It is estimated that the digital reading market in China will reach 372 1 100 million yuan in 2020, an increase of 27. 1% from the previous month. Ai Media Consulting analysts believe that changes in the external environment, such as the tightening of the national policy on online information content, have brought a better development environment for the industry, and the platform has paid more attention to business innovation and continuously released the value of digital reading.
China Digital Reading Industry Strategy: Expanding Business Scope by Relying on High-quality Content
Market Status of Digital Reading Industry in China
Cumulative scale of digital reading content in China
China Digital Reading Platform Works Scale Ranking
Author Scale of Digital Reading Industry in China
Author Scale of Digital Reading Industry Platform in China
User scale of digital reading industry in China
According to the data of iiMedia Research, as of June 2020, the number of users in the digital reading industry in China has reached 5 1 10,000. Ai Media Consulting analysts believe that during the period of home isolation, people's leisure and entertainment time expenditure increased, entertainment demand surged, and user participation increased, while paper books were difficult to buy, and the advantages of online reading became more prominent.
Industrial Atlas of Digital Reading Industry in China
The Development Potential of Digital Reading Market in China
Since 2020, the external environment of the digital reading market in China has improved as a whole, and the industry has continued to develop. The epidemic situation has promoted the growth of users and the length of reading, explored new profit models of the industry, and cooperated with cross-border companies such as publishing industry to attract capital giants to enter the market, and the head enterprises accelerated to go to sea.
The Competition Pattern of Digital Reading Market in China
China Digital Reading User Portrait
According to iiMedia Research, online reading users are scattered. There are more male users, reaching 54.3%. Users aged 26-45 are the main digital readers, accounting for 60.0% of the total.
According to the data of iiMedia Research, most users come from economically developed East and South China, and only 3.7% users come from Northwest China. In the distribution of user education, users with high school education and junior high school education account for the majority.
Distribution of Reading Scenes on China Digital Reading Platform
According to the data of iiMedia Research, the trend of fragmented reading is becoming more and more obvious in the distribution of reading scenes, and fragmented scenes such as waiting for people and going to the toilet have become the primary reading scenes for users, accounting for 56.4%. Bedtime and commuting are also important digital reading scenes for users, accounting for 43.0% and 35.2% respectively.
Distribution of Reading Channels of Digital Reading User Platform in China
According to the data of iiMedia Research, users prefer to use e-book app and e-book website for reading, accounting for 62.4% and 43.6% respectively, while audio books occupy the third place with its strong development in recent years. Ai Media Consulting analysts believe that the mobile trend of digital reading is prominent. At the same time, with the intensified layout of platforms, the optimization of network technology and the improvement of user experience in recent years, audio books have gradually become the mainstream channel for users' daily reading.
Inventory of Innovation and Development Trend of Digital Reading Industry
Under the background of increasingly perfect industry ecology and deepening industry development, the head enterprises in online reading industry are embarking on industrial innovation. At present, the innovation of online reading industry presents several major trends, such as audio book layout, free reading ecological layout, multi-IP creation, international market development and so on.
The Development Trend of Digital Reading Carrier —— Text to Audio
China Digital Reading Audio CP Comprehensive Competitiveness Ranking
In the ranking of comprehensive competitiveness of digital reading audio CP in China in the first half of 2020, Hongda Ether, a subsidiary of Chinese Online, took the lead in market development with its accumulated experience and industry-leading content reserves. In terms of technical reserves, HTC Ethernet has realized technical applications including AI and TTS, and at the same time reached in-depth cooperation with multiple audio platform channels in the whole network, which is at the leading level in the overall market competition.
Chinese Online: Cross-border Cooperation Layout of High-quality Content+Audio Books
The Development Trend of Digital Reading Profitability —— From Paid to Free
Chinese online: multi-party cooperation+free market layout according to demand
The Development Trend of Digital Reading Content ——IP Diversification Development
Chinese Online: Creating the Shortest Path of IP Film and Television
Market Trend of Digital Reading —— From China to the World
Compared with the saturated online reading market in China, the foreign China literature market needs to be developed. China's cultural and literary works have always enjoyed a good reputation in the world, but few China's literary works have been launched in the international market. This market vacancy provides the possibility for the internationalization of online reading industry in China. From the perspective of the future, as a cultural output, the online text going to sea can make the overseas business foundation of overseas enterprises more solid. In addition to finding highly sticky users, it can also have more upstream and downstream layouts in sub-industries.
Chinese Online: International Layout of Content Going to Sea+Overseas Investment
The Future Development Trend of Digital Reading Market in China
High-quality content competing for the author system will affect the development of enterprises.
Ai Media Consulting analysts believe that with the development of the industry entering a mature stage, head enterprises expand their business maps, Internet giants enter the market one after another, and industry competition gradually turns to the competition for high-quality content. Whether it is the production of high-quality content or the creation of head IP, it is inseparable from the author resources owned by the platform, and high-quality author resources will be the main direction of future industry competition. How to attract and retain authors depends on the welfare and development space given by the platform and the protection of authors' copyright. However, some platforms are sinking into the market because of competition. Popularizing free reading reduces the author's welfare and changes the author's contract, which is not conducive to building high-quality author resources on the platform.
The internal self-examination of the national policy tightening platform will become the norm.
Ai Media Consulting analysts believe that at the moment when the state attaches importance to regulating the ecological environment of the Internet, the tightening of policies such as the protection of minors and the cleanup of obscene pornographic content requires the platform to grasp the policy trends, actively respond to the call of the state, and complete the internal norms of the platform. On the one hand, the platform needs to strengthen the inspection and review of published content, adopt a two-level and multi-level screening system, use big data technology to screen sensitive words in the initial investigation, and use manual verification in the audit. On the other hand, the platform needs to clarify the direction of national policies to the authors, and requires the authors to respond to the policy call and rectify unpublished and undecided works in advance.
The adaptation of film and television and the continuous popularity of audio books need to consider the characteristics of media products.
Entering the international market platform needs to closely follow the national strategic layout.
Ai Media Consulting analysts believe that relying on the attraction of China's cultural and literary works and the market vacancy of overseas Chinese literary works, the online reading industry has entered the international market one after another, creating an overseas version of China literature platform, building a social reading platform and investing in overseas high-quality Chinese reading platforms. The overseas Chinese literature market is different from that in China. For enterprises, it is more difficult to grasp the needs of the audience, obtain more income and adjust the business model. Therefore, enterprises need to closely follow the national strategy to adjust the strategic layout, and make layout in foreign projects such as the Belt and Road Initiative and the Asia-Pacific Economic Circle to help the country spread abroad and seek more development opportunities.