Daily time spent with media in China Q3 2023, by type

In China, traditional media have seen a decline as digital platforms rise in popularity. As of the third quarter of 2023, the average daily online time rose to five hours and 33 minutes in the country, seven minutes more than the survey result from a year ago. Daily TV and press media usage were down by 17 minutes and 26 minutes respectively. The multi-functions of social mediaSocial media has significantly contributed to this downward trend. The convenience, immediacy, and engagement offered by social media have become preferred sources of information and entertainment, resulting in reduced viewership for television and diminished readership for press media.Audio streaming on the riseOn the other hand, music streaming and podcasts have gained traction with services like KuGou Music and Ximalaya catering to the demand for on-the-go, diverse audio content. These shifts are largely due to the rapid adoption of smartphones, improved internet infrastructure, and the increasing desire for immediate, tailored content.

在中国，随着数字平台的日益普及，传统媒体的影响力逐渐减弱。截至2023年第三季度，该国平均每日在线时长已增至五小时三十三分钟，比去年同期的调查结果高出七分钟。日间电视和印刷媒体的使用时长分别下降了十七分钟和二十六分钟。社交媒体的多功能性显著加剧了这一下降趋势。社交媒体所提供的便利性、即时性和互动性已成为信息与娱乐的首选来源，从而导致电视观众数量减少，以及印刷媒体读者群体的缩减。音频流媒体日益兴盛。另一方面，音乐流媒体和播客因酷狗音乐和喜马拉雅等服务平台满足人们对移动化、多样化音频内容的需求而受到欢迎。这些变化主要得益于智能手机的快速普及、互联网基础设施的改善以及对即时、个性化内容需求的日益增长。