Commercialization Innovation Pathways of Domestic Podcast Platforms in the Context of the “Ear Economy”—A Case Study of Xiaoyuzhou App

在技术革新与情感需求的双重驱动下，听觉文化正重塑现代传播格局，推动“耳朵经济”的蓬勃发展。播客凭借其深度陪伴与情感连接等特质，在商业化过程中展现出巨大潜力。本文以小宇宙App为例，聚焦国内播客平台的商业化探索，结合平台近年来所做尝试与实践，探讨国内播客平台在数字化营销中面临的挑战与机遇。Driven by technological advancements and emotional needs, auditory culture is reshaping the modern communication landscape, fueling the rapid growth of the “ear economy”. Podcasts, with their inherent qualities of deep companionship and emotional connection, demonstrate significant potential in the process of commercialization. This paper takes Xiaoyuzhou App as a case study, focusing on the commercialization efforts of domestic podcast platforms in China. By examining the platform’s recent initiatives and practices, the study explores the challenges and opportunities faced by Chinese podcast platforms in digital marketing.