Web2.0技术为社会化媒体的出现提供了坚实的技术基础，播客是较早诞生的社会化媒体之一，发展和传播的过程相对漫长。传入中国后，中文播客发展缓慢。自2018年起，中文播客用户开始逐年上升。2020年新冠疫情爆发促进文化消费模式转型，也为中文播客带来了相应的发展机遇。2021年，后疫情时代的中文播客面临着线上消费回落的局面，在社会化媒体平台竞争日益激烈的当下，中文播客发展情况如何？中文播客能否发挥特质实现在中国市场的持久化发展，是本研究的出发点。

Web2.0 technology has provided a solid technical foundation for the emergence of social media. As one of the earlier social media, podcast has a relatively long development and dissemination process. After being introduced to China, Chinese podcast developed slowly. Since 2018, Chinese podcast users have started to increase year by year. The outbreak of the Coronavirus Disease 2019 (COVID-19) in 2020 has promoted the transformation of cultural consumption patterns, and has also brought development opportunities for Chinese podcast. In 2021, Chinese podcast in the post-epidemic era is facing a decline in online consumption. What is the development of Chinese podcast in the current increasingly fierce competition on social media platforms? Whether Chinese podcast can take full advantage of their characteristics to achieve sustainable development in the Chinese market is the starting point of this research.

This article first defines the definition and characteristics of podcast from the perspective of social media. As a social media, podcast have the common characteristics of user empowerment, while retaining the openness brought by RSS technology, the semi-closed state caused by the subscription model, and the personal characteristics of content production. Based on the theory of innovation diffusion, the research analyzes the dissemination process and characteristics of Chinese podcast by comparing with Chinese social media such as Weibo, WeChat, and traditional broadcasting, points out the shortcomings in the dissemination process of Chinese podcast, and combined with the communication of Chinese podcast to analyze the connotation extension of the innovation diffusion theory in the era of mobile internet. Starting from the results of the theoretical macro analysis, this article uses a participatory observation method, combined with the characteristics of Chinese podcast and the current situation of dissemination, to study the actual problems in the development of Chinese podcast. The study found that although Chinese podcast have some relative advantages, they are only a supplement to social media. Chinese podcast lacking core competitiveness face the dual pressure of the social media market and the mobile audio market, and their development space is severely squeezed, while the trend of the landscape society and the strict rules of content review have greatly reduced the content advantages of Chinese podcast. In China, podcasting can only be a niche, marginalized market. The development experience of American podcast cannot be applied to the reality of China's social media market. Based on this, this article points out the independent development trend of Chinese podcast for knowledge groups under the premise of grasping the development opportunities of Chinese podcast. By constructing a commercialized operation system for podcast, creating a podcast ecosystem, and completing the sustainable development route of podcast in China. The study finally concluded that Chinese podcast is actually a subculture practice of a small part of the knowledge group resisting pan-entertainment. Therefore, podcast can only develop in a niche and marginal manner in China.