The audio works are rich in content and warm people's heart
　　long audio is coming, will you listen? (Online China)

　　In the morning, the smart speaker broadcasts the weather conditions and key news of the day to you; the smart car automatically resumes the music that has not been heard yesterday; late at night, click on a new audio audio book and slowly enter the dream ... With the development of mobile Internet With the popularity of smart terminals, sound-related content is entering the daily lives of many people.

　　Not long ago, Tencent Music Entertainment Group released a long audio strategy and launched a new long audio product "Cool Me Listen". Himalayan, Lychee FM, Dragonfly FM and other audio platforms are also actively adding long audio. At the moment when the video products are in flames, how does long audio emerge? Can it achieve sustainable development?

　　"Good things are worth paying"

　　Before going to bed every day, Ms. Huang, who works in an enterprise in Beijing, opened an audio app and listened to an interpretation of Zhuangzi's program, which gradually became a habit. Ms. Huang said: "The writer's interpretation of Zhuangzi is very profound, which will help calm the anxiety of the soul and find the part of yourself that is comfortable during the epidemic prevention." She also spent more than 80 yuan to purchase 33 highlight programs. In her view, "good things are worth paying for."

　　Cultivating more paid audience users like Ms. Huang is one of the purposes of many online audio platforms to lay out long audio.

　　At an online conference held on World Book Day this year, Tencent Music Entertainment Group released a long audio strategy, and at the same time launched a new long audio product-"Cool Me Listen", the promotion content includes curative programs that meet the emotional needs of users "Cheng Yi Radio", "Rixi Radio", the popular online drama audio book "Qing Yu Nian", etc., and its own programs "Model Reading" and "A Wonderful Journey of National Treasure".

　　"We will promote the development of the audio business through the collaboration of online music and social entertainment services, and accelerate the integration of music and audio to provide users with richer and better audiovisual content and product experiences." Tencent Music Entertainment Group Chief Executive Officer Peng Jiaxin said.

　　In addition to Tencent, there are many companies in the long audio market. Himalayan, Lychee FM, Dragonfly FM, Koala FM, Netease Cloud Music, etc., continue to explore sustainable development paths through live audio, video live, audio books and other forms. For example, Himalayan has invested a lot of money to develop the science fiction "Three Body" radio drama. Stars are required to speak and produce interactive interactive suspense plays. Litchi FM and Dragonfly FM have launched star radio stations and star live broadcast rooms. field.

　　Analysts believe that as industry giants such as Tencent enter the long audio field, the penetration rate of online audio content will increase significantly, the market cake will become larger, and user education and guidance will be further accelerated.

　　User scale is expected to exceed 500 million

　　Long audio has attracted much attention and is related to the rapid development of the online audio market in recent years. Lai Yilong, CEO of Litchi FM, believes that each type of media has its own characteristics, and the sound is full of emotions. It is different from the scene of video applications. People need sound to accompany them and they need to warm their hearts.

　　In Lai Yilong's view, the sound has two prominent characteristics: one is strong interaction, for example, social activities can be carried out through "Lianmai"; the second is the companionship attribute, which makes it more advantageous in fragmented mobile scenes. Therefore, online audio platforms can establish strong emotional connections and stickiness with users.

　　So why is long audio suddenly bullish? Industry analysts believe that audio works have a unique role in the layout of the entire industrial chain of intellectual property rights, with short realization periods and high efficiency.

　　According to a study conducted by AiMedia Consulting, it is expected that the user scale of the online audio industry will reach 542 million in 2020. Among them, audio works will become an important direction for content payment, and more than 70% of the interviewed users are willing to pay for it.

　　In addition to paying for the content of audio works, online audio platforms also promote value-added services and advertisements for live broadcast services. Ai Media Consulting analyst Li Songlin believes that the audio payment model has great potential and is suitable for the dissemination of premium courses and other knowledge payment. Many platforms are strengthening the layout of content payment related services.

　　Supporting content entrepreneurs

　　Recently, 11 audio and video platforms, including 2 audio platforms, have successively submitted rectification response letters to the Zhejiang Provincial Consumer Protection Commission to implement the rectification and implementation of the consumer experience issues mentioned in the previous interviews. These problems include unclear description of advertising privileges, easy to cancel and difficult to open, and false authorization of information collection.

　　With the rise of the long audio membership business, related issues have gradually emerged. A media survey found that there are a lot of vulgar content suspected of "playing pornography and rubbing the ball" in some audio programs on audio platforms. In response to these chaos, the national network information department and the relevant departments started a special rectification work, and respectively imposed punishments on multiple audio platforms that had problems and shut down the platform services.

　　From March 1 this year, the "Regulations on the Ecological Governance of Network Information Contents" will be officially implemented. The "Regulations" clearly requires that network information content producers and service platforms must effectively fulfill their responsibilities and abide by laws and regulations, and prohibit the dissemination and promotion of vulgar, vulgar, kitsch and other audiovisual content. This means that in terms of content control, relevant departments need to urge the audio platform to further assume the main responsibility.

　　Another question is, as long audio becomes more and more popular, how can online audio platforms avoid risks and achieve sustainable development when the subsequent profitability and business models are not yet perfect?

　　Some experts suggest that after user cultivation is completed, the audio platform should continue to deepen the content resources, expand more consumption scenarios, and from the aspects of capital, flow and entrepreneurship incubation, comprehensively support audio content entrepreneurs to create more high-quality works; At the same time, establish a full audio ecosystem to strengthen the brand value of the platform.

Peng Xunwen