#XimalayaFM is China’s largest online audio platform, which boasts 40 million registered users and more than 10,000 daily uploads of content. The platform has 6 million daily active users who each spend, on average, 125 minutes on the site per day. The platform also features more than 5 million hosts providing seemingly endless opportunities for brands to partner with individuals and radio shows in a bid to promote their brand and generate greater awareness of products. Click to view the XimalayaFM Performance Report 16-17.

1. Ximalaya
FMPerformance, 16-17

2. Ximalaya FM is the largest online audio service platform in China. The Ximalaya FM platform enables users
to share their knowledge and personal experience in specific fields through audio and personal podcast
stations. Ximalaya FM has 40 million registered users, and 6 million daily active users who are attracted by
the 10,000 daily uploaded audios of professional generated content (PGC).
In 2014, Ximalaya FM completed its B round funding securing $50 million and was then valued at over ￥4
billion in 2015. Yu Jianjun, the founder of Ximalaya FM, has said his goal is to make Ximalaya FM the
“Taobao” platform in the media world. To achieve this, Ximalaya FM set up its paid-content column in June
2016, to encourage professionals to sell their knowledge online. Then, on 3rd December, it created the “123
Knowledge” Day, in a bid to establish the first online paid-content festival in China. The 2016 “123
Knowledge” Day obtained a total sales volume of ￥50 million within just 24 hours, while 2017’s event
attracted ￥196 million. A recent update from Ximalaya FM reveals its ARPU (average revenue per user) is
over ￥90 in the first three quarters in 2017.
Today, Ximalaya FM features 20 categories with 328 subcategories of content, and more than 5 million
hosts and various forms of radio shows. The platform features podcast stations from retail brands such as
Durex, China’s biggest news agency Sina and one of China’s most influential KOLs Luo Zhenyu. Ximalaya
FM has also signed strategic partnerships with 60 big automotive brands, like BMW, Ford, Cadillac, etc. to
provide in-car entertainment systems, for car drivers and passengers.

3. Overall

4. Core
Competencies
• Daily active users: > 6 million
• Mobile phone users: > 330 million
• Podcast hosts: > 5 million
o Verified hosts: 200,000
• Total audio content: > 60 million
• Daily audio content uploads: 10,000
• Categories: 20
• In-car entertainment:
o Ximalaya collaborates with 60 original car
manufactories and TSP solution
providers. For example: BMW, Ford
andCadillac.
• Home entertainment:
o >10,000 brands have partnered with
Ximalaya FM. For example: the smart
home products of Haier, Midea, Skyworth,
Hisense, etc.
User
Content
User
Scenario

5. News App Ranking
Ranking APP
Monthly Active
Users
Ximalaya FM 40.56 million
Qingting FM 18.30 million
Lizhi FM 6.19 million
QQ FM 5.82 million
iFeng FM 3.30 million
Top 5 Audio Apps Ranking by
Monthly Active Users in 2016
Ranking APP
Penetration Rate
of WAU*
Weekly Average
Open Rate
Ximalaya FM 1.195% 24.1
Irts FM
懒人听书
0.468% 41.7
Qingting FM 0.323% 21.3
QQ FM 0.186% 40.1
Lizhi FM 0.101% 42.2
Top 5 Audio Apps Ranking by
Penetration Rate of Weekly Active Users (WAU) in Q2, 2017
1
2
3
4
5
1
2
3
4
5
Data Source: Analysys.cn
*Penetration Rate of WAU = WAU Number of the App / the Total WAU in China’s Market
Data Source: Cheetah Global Lab

6. Data Collected from Ximalaya.com by 18th Sep, 2017
Top Podcast Station in general - ranked by total fans number
喜马拉雅好声音
Ximalaya Good Voice
62,694,882
• A product of Ximalaya FM;
• Subject: China music billboard;
1
罗辑思维脱口秀
Logic Show
6,726,472
2
• A talk show hosted by Luo Zhenyu,
one of China’s most influential KOL;
• Subject: Business, society, history.
郭德纲相声
Guo Degang’s Xiangsheng*
6,640,653
3
• The Xiangsheng performance (also known
as cross talk) of Guo Degang, one of
China’s most famous Xiangsheng performer;
• Subject: Comedy performance (definition on
wikipedia)

7. Data Collected from Ximalaya.com by 18th Sep, 2017
糗事播报
Funny Stories
5,381,998
• A product of Ximalaya FM;
• Subject: funny stories, and
entertaining jokes.
4
都市夜归人
Good Night City
5,370,665
5
• A product of Ximalaya FM;
• Subject: a late night show broadcasting
everyday to talk about urban life.
晓说2017
Morning Call 2017
5,149,546
6
• A talk show of Gao Xiaosong, a famous
musician and music producer in China. He
is also a movie director.
• Subject: Xiaosong shares his knowledge
and experiences about history, culture and
society at home and abroad.
Top Podcast Station in general - ranked by total fans number

8. Data Collected from Ximalaya.com by 18th Sep, 2017
罗辑思维脱口秀
吴晓波频道
冬吴相对论
Business
6,726,472
1,389,854
871,541
1
2
3
糗事播报
百思女神秀
段子来了
1
2
3
5,381,998
2,288,993
2,288,993
Variety Show
1
2
3
都市夜归人
晚上十点
和你在一起
5,370,665
4,721,969
1,814,032
Love & Life
Top Podcast Station various categories - ranked by total fans number

9. Data Collected from Ximalaya.com by 18th Sep, 2017
晓说2017
百家讲坛
十点读书
History & Culture
5,149,546
4,081,604
1,477,199
1
2
3
有声的紫襟
青雪故事2010
大斌
1
2
3
3,152,193
1,720,980
1,562,905
Audio Book
1
2
3
一千零一夜频道
宠坏你的耳朵
皮皮鲁讲故事
5,370,665
4,721,969
1,814,032
Children
Top Podcast Station upon different categories - ranked by total fan number

10. The “123 Knowledge” Day, 2017
On 3rd December, 2017, Ximalaya FM
held its second annual “123
Knowledge” Day, an online paid-
content event that invites professionals
to sell their knowledge on Ximalaya FM.
Total sales from the 2017 event, which
ran from the 1st to 4th December,
reached ￥196 million nearly four times
the total sales from 2016’s event.
Earlier this year, Ximalaya FM
announced its ARPU (average revenue
per user) is now more than ￥90.
￥196M
Total sales volume generated
on “123 Knowledge Day” of 2017
25~34
More than 70% of the users
who joined the event this
year are aged between 25 to
34.
> 70%
3,000
3,000 professionals
participated in

11. TOP1: EQ Course of Talk Show Host
Kevin Tsai
TOP2: A New Way to Learn
New Concept of English [2+3]
TOP4: Zhang Qicheng’s* Interpretation
of Book of Changes
* professor of the Traditional Chinese Medicine
TOP5: The Art of Speaking Hosted by Talk
Show Hosts Ma Dong & Kevin Tsai
TOP3: Talk Show of Xiangsheng
Performer Guo Degang
TOP6: Financial Course of
Yale Professor Chen Zhiwu
“123 Knowledge” Day, 2017
TOP7: Life Management Course
of Christina Zhang*
* a well-known young entrepreneur
TOP8: Time Management Course of
Ye Wubin*
*an expert of time management
TOP9: Meng Man’s* Interpretation
of Tang Poetry
* a professor of Chinese History
TOP10: A New Way to Learn
New Concept of English [1]

12. Users

13. 30.08 million
Monthly Active Users
6.12 million
Daily Active Users
125.24 minute
Average Time Spend / User / Day
Overall Data
Data Source: Analysys.cn, collected by Dec. 2016

14. 51.73% 48.27%
VS
Data Source: iResearch, collected by 27th Sep, 2017
Age
5.82%
15.53%
27.41%
28.82%
22.42%
>40
36~40
31~35
25~30
<24
Gender & Age

15. Data Source: iResearch, Gathered by 28th Sep, 2017
3.50%
3.56%
4.02%
5.48%
5.63%
5.71%
6.65%
6.90%
7.31%
8.91%
Hubei Province
Hunan Province
Sichuan Province
Liaoning Province
Henan Province
Zhejiang Province
Hebei Province
Jiangsu Province
Shandong Province
Guangdong Province
User Attribution: Regional Demographic

16. 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
12pm
Audio Book
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
12pm
General
Peak Time
Peak Time
Peak Time
Peak Time
Preferred Listening Time

17. Case Studies

18. Campaign Promotion – Ximalaya FM & McDonald’s
• Objective: Ximalaya FM partnered with McDonald’s to
promote its new in-app function, Shake, in 2016;
• Mechanism: Users will get a gift voucher of McDonald’s
multi-layer Himalaya Ice-cream Cone by shaking their
smart phones while listening to the music played on
Ximalaya FM;
• Results:
o Campaign timeframe: 1 week;
o Participants: > 4.9 million people;
o Redeemed: 2.45 million people.
The Himalaya* Ice-cream Cone
* Himalaya=Ximalaya

19. • Objective: Pizza Hut worked with Ximalaya FM to promote
its new menu in 2016;
• Mechanism:
o Pizza Hut offers its meal allowance to the top 50
podcast hosts on Ximalaya FM;
o Participating hosts mentioned the offer in their
podcast asking audiences to share their stories with
Pizza Hut in the comments to win the meal allowance.
• Results:
o Campaign timeframe: 10 days;
o Participants: 41 hosts;
o Broadcasting: > 2 million times in total.
Fan Meetings in Pizza
Hut
Campaign Promotion – Pizza Hut

20. Homepage of Caicai,
the podcast host :
753 k fans
Sun blocking umbrella
of Jiaoxia
• Objective: Jiaoxia partnered with podcast host Caicai, to
promote its sun blocking umbrella in 2015;
• Mechanism:
o Caicai created a podcast episode around the topic of sun
production when playing outdoors to broadcast the
campaign information naturally in the podcast;
o Audiences of Caicai recieve an extra gift when buying
the umbrella;
• Results:
o 2,000 umbrellas sold within 1 minute;
o Nearly 20,000 umbrellas are sold in the first day.
Sun Blocking Umbrella + Caicai
Campaign Promotion – Jiaoxia

21. THANKS
CHINA
NEW ZEALAND
Any Questions for the Report Are Welcomed !
T: +86 574 88111001
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