| 摘要: | 2020年開始，各行各業皆受到受到COVID-19疫情衝擊，唯獨聲音媒體異軍突起。特別是近幾年興起的Podcast，低製作門檻且方便收聽的特質，讓投入製作及收聽的人口不斷成長，甚至藉由社群的黏著度發展出商業價值，展現聲音經濟的潛力。
為了瞭解Podcast此種新型態聲音經濟的運作機制，本研究從Podcaster、託管平台、廣告代理商與Podcast使用者等四個面向切入，透過質性深度訪談與量化問卷調查，分析產業中各角色的運作，進而整體性的分析聲音經濟的發展情形。
研究發現，投入Podcast節目製作的Podcaster都認為目前Podcast與聽眾的互動性差、廣告收益不穩定；託管平台提供創作者免費託管服務，但自身的商業模式卻未臻完善。廣告代理商則是目前聲音變現的幕後最大推手，扮演著Podcaster與廣告商之間的重要溝通橋樑，讓Podcast產業開始呈現專業分工的現象。對使用者而言，Podcast具備科技使用的有用性、易用性及趣味性，成功跳脫傳統廣播制式的框架，吸引大量使用者收聽，但付費訂閱的意願卻不高。
總結來說，目前Podcast產業仍屬發展中的聲音產業，有部分傳統廣播的商業模式無法滿足數位媒體的特質，但新的商業模式仍在發展中。未來聲音媒體與社群媒體的關係可能會更加緊密，彌補目前Podcast互動性不佳的缺失。
Since 2020, all industries have been affected by the COVID-19 epidemic, but audio media has risen suddenly. In particular, Podcasts have emerged in recent years. The low production threshold and the convenience of listening have led to a growing number of people who are engaged in production and listening, and even developed commercial value through community bonding, demonstrating the potential of the sound economy.
In order to understand the operation mechanism of this new sound economy, this study analyzed the operation of various players in the industry through qualitative interviews and quantitative questionnaires, and then analyzed the development of the sound economy as a whole, starting with Podcaster, hosting platforms, advertising agencies, and Podcast users.
The study found that Podcaster who are involved in Podcast production believe that the interaction between Podcast and listeners is poor and advertising revenue is unstable; the hosting platform provides free hosting services for creators, but its own business model is not perfect. Advertising agencies are the biggest driving force behind the realization of sound, playing an important communication bridge between Podcaster and advertisers, making the Podcast industry begin to show a professional division of labor. For users, Podcast has the usefulness, ease of use, and fun of using technology, successfully breaking away from the framework of traditional broadcasting system, attracting a large number of users to listen, but the willingness to pay for subscription is not high.
In conclusion, the Podcast industry is still a developing audio industry, and some of the traditional broadcasting business models cannot meet the characteristics of digital media, but new business models are still being developed. In the future, the relationship between sound media and social media may become closer, making up for the lack of interactivity in Podcasts. |
