Last month, Apple CEO Tim Cook chatted with a Silicon Valley reporter and podcast host for more than 30 minutes on an audio podcast about privacy, a compliment to Tesla, and the fact that he will no longer be at Apple in the future. The company has been working for ten years and other topics. The podcast is called Sway, and it comes from the New York Times Opinion section. Before this, Musk's participation brought the audio social application Clubhouse on fire. The blessing of the bosses and capital has made the overseas audio industry stand at the critical point of explosion, although this is only a qualitative judgment.
1. Background introduction
Wikipedia Introduction: A podcast is a digital medium that refers to a series of audio, video, electronic radio, or text files published over the Internet in the form of a list, and then listeners subscribe to the list via electronic devices to download or stream the electronic files, thereby receiving content.
According to data from the podcast search engine ListenNotes, as of December 31, 2020, the number of podcasts in mainland China was 16,448. And this number just exceeded 10,000 at the end of April 2020. In the last three quarters of 2020 alone, there were 6,539 new podcasts in mainland China.
Video and social products are now fully grabbing users’ visual attention, which can be said to be a red ocean, and the auditory market still has great potential. Seizing the podcast market means getting a share of the “ear economy”.
Podcasting is a commercially undervalued form of medium. The reason is:
Companionship: Podcasts do not need to occupy the eye, but can be used as a background sound, especially when listening to podcasts alone, it feels like another person is chatting with you;
Realism: When not facing the camera, the overall state of the interviewee in the podcast will be more relaxed, and it is easier to achieve a heart-to-heart chat.
The company's value proposition
IFPI has released the 2021 Global Music Report. Data shows that in 2020, the global recorded music market will reach 21.6 billion US dollars, of which streaming media is an important factor driving data growth, accounting for 62.1% of total revenue. Obviously, streaming media has become the driving force of the entire recorded music market.
Launched in 2008, Spotify took the music listening world by storm; there are 71 million paying listeners and 101 million ad listeners. Music has always been the connection point between humans, and whether it's a trip to the record store, a carefully burned CD, or a custom playlist, there is a certain commonality to music. In the age of social media, where people find the same connection between big brands and influencers, Spotify uses user-follower interaction as an entry point to make such a platform, providing a deeper level of consumer engagement.
Aside from the design focus on balance, harmony and perfection; according to the Producthabits article, the highlight of Spotify's early approach country email list was that it found and carved a niche between the two extremes of the music market. At one end is Napster, which is hugely popular but is a massive copyright violation. Another is Apple's iTunes, which sells songs individually for $2 per song. The huge gap between these two extremes is where Spotify succeeds.
With sales in the music industry dwindling, and with fewer ways to save the crisis, the "Big Four" record labels -- EMI, Sony, Universal and Warner Music -- and several smaller labels agreed to put all of their The catalog of products offered to Ek and his company, in return, the big four record labels will become Spotify's largest shareholders, acquiring nearly a fifth of Spotify's equity for roughly $112,000. On this basis, Spotify delivers music instantly, provides high-quality audio, does not offer downloads, and is completely legal.
Spotify has its own major podcast production company. Anchor is a tool site for creating and distributing podcasts. Spotify acquired it in 2019. Today, more than 60% of podcasts on the Spotify platform are produced and distributed using Anchor. In addition, in addition to having countless podcasts, Spotify also has the brains of the entire industry. According to the latest 20-F annual report of the music streaming platform Spotify, it has successively acquired / acquired 6-7 audio companies during the two years of 2019-2020. Content or technology companies, including Anchor FM, Gimlet Media, Cutler Media, Megaphone, Bill Simmons Media, etc., each with a target of approximately 100 million to 200 million euros, the purpose is to obtain three things: users, content, and advertising monetization technology (Monetization). Last week it acquired live audio company Betty Labs, targeting audio chat Clubhouse.