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知识付费应用今年总规模或达500亿 以90后为主

2017-08-10 16:33:09   央广网

原标题:知识付费应用今年总规模或达500亿

南方日报讯(记者/叶丹)日前,有消息指自媒体平台逻辑思维计划在2018年提交IPO申请,2019年底前创业板上市。虽然很快《罗辑思维》主讲人罗振宇方面就出面否认。但是从近日阿里应用分发发布

的《2017年Q2应用行业报告》(下文简称《报告》)显示,5家知识付费平台同比增长率均在50%以上,目前用户已达到5000万,知识付费正处于高速增长中。随着消费者对于互联网付费产品的认同度不断提高,知识付费平台也开始进入了爆发期,知识付费平台迎来的全新的发展风口。

据《报告》称,近一个季度以来,喜马拉雅FM、知乎、豆瓣、得到、分答、在行等APP都有明显的增长。六大知识付费APP中,有5家同比增长率都在50%以上。其中知乎(知乎Live)增长较快,同比上一季度月均分发增长了81%。

《报告》统计,从2015年至今已有大量知识付费类APP或重量级子栏目上线。在这一波知识红利中,目前各大平台优势渐显,一些具有知识IP效应的分食者也越来越多,如马东和高晓松都联合平台推出了付费音频节目。根据这份行业报告的预计,目前知识付费用户已达到5000万,2017年知识付费的总体经济规模将可达到500亿元。

《报告》显示,各大知识付费平台用户以90后为主,均为男多女少。知识内容偏向多领域的知乎、豆瓣90后用户占比最大,男女分布更均衡。知识内容偏技能、实际生活的得到、在行等APP。80后用户占比最多,男女差异则略微明显,但各家的用户画像整体上都较为一致。

在《报告》发布同时,阿里应用分发也总结了各大知识付费平台在不同商业模式方面的成果。而作为线上直播互动模式的典型代表,知乎Live的付费课程复购率达42%,人均消费43.67元,这也与直播转瞬即逝的特点不无关系。

数据显示,目前知识付费内容较为集中,并未有体现重垂类用户特征的数据事实。阿里应用分发方面认为,知识付费内容在未来将会多次进行“细分”。垂类知识内容将更受关注,腰部选手会获得更多机会,而头部选手则将逐步开通付费功能,会员制度逐步建立。

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