The rising ear economy -- podcast package

        Since the advent of smart phones, people have formed the habit of filling their daily life with mobile phones. In order to catch the attention of consumers in just a few seconds, marketing personnel have all tried their best to make the most eye-catching publicity materials. The term "eye economy" was born. However, after the visual bombing, a service is gradually taking over people's ears -- podcast. Starting from audio entertainment, podcast has driven the rise of the "ear economy.".

        In Taiwan, in the first half of 2020, in addition to the center back mask, the keyword that became popular on the Internet was podcast. However, what is podcast? This was proposed by apple in 2004. It is a hybrid of "iPod" and "broadcast". It is called "podcast" in Chinese. It generally refers to a series of audio or video messages, which are published on the Internet in the form of lists. Listeners can subscribe through electronic devices and then listen to them by downloading or streaming files. If you want to describe it in a simpler way, you can call it "pure audio version of YouTube". Listeners can freely choose the time of listening, and listen and stop if they want.

        Podcast's growth in Taiwan market

        The changes of Podcast in the Taiwan market can be seen from the "creator side" and "audience side". Creators need "recording equipment", "editing / mixing software" and "uploading platform". According to Zhengcheng group, the largest audio-visual equipment agent in Taiwan, from January to may 2020, the sales volume of recording equipment increased 10 times compared with the same period last year; Sound on, Taiwan's local podcast uploading platform, said that in May 2019, only 60-100 programs were updated steadily, but in May 2020, it had exceeded 2000.

        On the listener side, the connected playback platform can use the podcast software built in Apple mobile phone. If there is no such software, you can also download applications from the app store or Google play, such as spotify, Soundcloud, soundon, first memory, etc. If you don't want to use a mobile phone, these applications are also available in a computer version. According to the traffic announced by the sound on platform, the audience has grown by about 35% every month; The search volume of "podcast" on Google trend has also increased by 50% in Taiwan. These figures show that the market of podcast is accelerating.

        Reasons for podcast's popularity

        According to the data provided by the Institute for information industry digital service innovation R & D center in 2018, more than 80% of the people use their mobile phones for more than 2 hours a day, and the most of them are drama chasing and game playing. People have been visually tired and used their eyes too much. At this time, they found that podcast can release the workload of the eyes, and at the same time, it has entertainment effects. They began to switch platforms. According to the podcast user survey report in Taiwan, most people choose to listen to it during commuting, cycling and household chores, because it can do more work and reduce the risk. Moreover, due to the influx of creators, the content of the program is more diversified and higher quality, which has become an important factor in the popularity of Podcast in the past six months.

        Listener's appearance

        The soundon platform conducted an online survey on the audience in July 2020, and found that the male to female ratio was about 4:6, with unmarried and childless people accounting for more than 80%, and generation Z young employees aged 23 to 32 accounting for 60%. Among them, generation Z has lived in the world of Internet, instant messaging, smart phones, tablet computers and other technological products since childhood. Therefore, there is no barrier to entry in embracing digital services. Naturally, it has become a major mainstream in the podcast market.

        What do you want to hear?

        According to the analysis of Apple podcast and spotify, the top ten programs in Taiwan are mainly international news, knowledge introduction, personal interviews and technology trends. "Bailingguo", "stock cancer" and "Taiwan's No. 1 commuter brand" have long occupied the top three. In addition, many star artists have also joined the ranks of podcast during the epidemic period, such as Wei Li'an's "birds with you", "Hou Peicen's" reading aloud for love ", and Wu Dan Ru's" new classical dream of Red Mansions ", which provide more interesting choices for listeners.

        How do enterprises apply podcast?

        At present, the cooperation between enterprises and podcast is still mainly based on advertising, and most of the programs are hosted by people. Some programs are also open to naming and distribution (the programs are contracted by enterprises, and the hosts are invited to focus on products and expand the program content). However, at present, podcast has many listening platforms and lacks a systematic advertising platform. Compared with FB, youtube and other digital platforms, it is difficult to put forward clear advertising effectiveness data.

        Some people say that the emergence of youtube and Netflix has shifted people's dependence on TV stations, and the growth of podcast will soon end radio stations. It remains to be seen whether podcast, which has become popular in recent years, can become the mainstream of the media and satisfy consumers who love to taste fresh food.

        Source: soundon 2020 1H Taiwan podcast Survey Report#