# monetization

China’s Podcast Moment: Celebrities, Platforms and the High‑stakes Rush into Video Talk Shows

A wave of Chinese celebrities and influencers are launching video podcasts as platforms such as Bilibili and Xiaohongshu weaponise creator funds and tools to win high‑value audiences. The format boosts engagement and brand opportunities but faces hurdles: high production costs, uneven on‑camera talent, and a concentration of success among established personalities.