Chinanews client, Beijing, May 23 (Reporter Shangguanyun) With the empowerment of technology, people's reading content is becoming more and more abundant, and the form is becoming more and more diversified. On all major audio platforms, "audio reading" is also More and more fire.
According to reports, from traditional radio programs to cross talk, radio dramas, audio books, talk shows, and various knowledge-paid content, online audio platforms aggregate content from various fields, attracting audiences across ages and industries. .
Behind the rise of this kind of "ear economy", many readers are thinking, "Reading with sound" makes fragmented time to be used. Is it helpful for in-depth reading?
Is the era of "mobile listening" coming?
The 18th National Reading Survey Report shows that in 2020, more than 30% (31.6%) of adult citizens in my country will have the habit of listening to books, which is an increase of 1.3 percentage points from the average level in 2019 (30.3%). Adult citizens read aloud The scale continues to expand.
Photo courtesy of China Press and Publication Research Institute
According to Xu Shengguo, director of the National Reading Research and Promotion Center of the China Press and Publication Research Institute, in China, both adults and minors’ audio reading continues to grow rapidly, becoming a new growth point in national reading.
It's just that the reading medium of listening to books is quietly changing.
With the rise of the mobile Internet, audio-reading platforms have gradually shifted from radio stations and Tingshu sites in the early years. At present, mobile audio-reading APP platforms have become the mainstream choice for Tingshu.
Xu Shengguo said that in the future, audio reading will have a broad market space, coupled with the popularization of audio courses and various lecture videos, may bring a new reading revolution.
Some experts believe that with the development of science and technology, the combination of sound and smart hardware terminals such as cars, smart homes, and smart speakers will allow audio to penetrate into every scene in life, which will bring further development space for the "ear economy".
Take advantage of "fragmented" time
It should be noted that audio reading is not just listening to the audio version of the book.
Its concept is actually quite broad. It generally refers to listening to book-related content through audio, including book reading, stories, foreign language learning, etc.
Only the type of "listening", there are many platform channels such as "mobile audio APP platform", "WeChat official account or applet", "smart speaker", "broadcasting", "audio reader or voice reading machine", etc. select.
Ms. Tao first listened to a novel, the purpose was to pass the time while waiting for others, but she did not expect to gradually become a loyal fan of various listening apps, and she must open it several times a day.
More and more scattered time was used by her.
For example, on the bus, you can listen to the popular best-selling books; listen to documentary literature or easy-paced stories before going to bed to relax.
Data map: In Nanjing City, Jiangsu Province, community residents experience "audio" reading in the Audio Library of Guxiong Street, Yuhuatai District.
Photo by Yang Bo
The number of people who listen to books around her is gradually increasing, “Many of the books that everyone likes have audio versions, which are very novel; the music and recitations are professional, and compared with reading, they can also protect eyesight.”
According to industry insiders, people generally do not need to think too much when listening to books. At the same time, they can take advantage of scattered time such as cooking and commuting. Coupled with changes in reading media, audio reading is becoming a habit of many people.
Competition in the audio reading market
Feeling the huge market potential of audio reading, many publishing organizations and listening platforms have also joined the competition for "ear economy".
As the scale of users expands, some bookstores will also develop self-publishing businesses and cooperate with the Tingshu APP platform to make works with their own copyrights.
Revenue is divided proportionally with the platform.
In addition to cooperating with traditional publishing houses, some audio-reading platforms are trying new ways. For example, starting from the upstream of copyright, they directly cooperate with content agencies, story and non-fiction content production platforms, writers or playwrights.
In terms of content, many audiobooks are dedicated to providing freshness, paying more attention to the audience's immersion and interactivity.
For example, in the popular real-time gardening audiobook, the writer provides audio guidance for gardening novices based on plant growth links such as seeding and germination.
The addition of professional anchors is adding to the quality of audiobooks.
According to Xi Yan Xueli, the anchor of Kugou Tingshu, she entered the audiobook industry in 2016 and has produced 12 audiobooks in five years, with a cumulative broadcast volume of over 10 million.
Does "listening to books" help deep reading?
Based on various data, including the influence of a series of factors such as the popularity of smart phones and changes in reading media, the scale of the audio reading market is gradually expanding.
Behind this, there are more and more people discussing the relationship between it and in-depth reading.
Data map: Citizens come to bookstores to buy books during holidays.
Photo by Li Nanxuan
The advantage of audio reading is mainly reflected in the use of time. People can do other things while listening to adapt to the rhythm of modern society.
However, the non-linear and fragmented characteristics of sound products also affect the breadth and depth of audio reading.
"In the past, listening to radio and storytelling was an art form. Listening to books is not suitable for all content to be voiced." Some netizens said that the style and copyright issues of the content of audiobooks all need to be paid attention to.
Xu Shengguo believes that the development of the mobile Internet has reduced reading costs and facilitated users' participation in content production. "Audio reading" can be regarded as a new growth point in reading.
But as a new way of reading, the content needs to be continuously enriched.
"The content of audio reading is becoming more and more abundant. For people who don't like to read and don't know how to read, it has a better guiding effect." He said that this is also a way to promote paper book reading.
The wave of change in media communication is almost irreversible, but fragmented reading methods cannot destroy the reading itself. "Listening to books" and "reading e-books" are a way for people to read books. For true in-depth reading, the key words are always " Persevere".
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