Google acquires audio app developer and launches audio content segment
According to reports, Google's acquisition of APP vendors wants to create "audio content version of YouTube", Google has already laid out in the audio market. Last year, in Google’s “Play Music†product, Google launched an audio content section where external production agencies can upload a variety of audio content. Through this acquisition, Google may plan to strengthen the audio business.
In the era of mobile Internet, the audio content market (also known as "podcast", Poscast) has ushered in a revitalization opportunity, and many so-called "FM" audio program APP has won a large number of users. According to the latest reports from foreign media, Google (microblogging), which relies on YouTube to become the dominant video user, is preparing to make a difference in the audio market and has acquired an audio APP developer.
According to foreign technology media reports such as Engadget, Google has acquired the short audio content app "60 decibels". The software development organization "TIny Garage Labs" has publicly confirmed that the team has joined Google. It is reported that the products previously developed by the company will be gradually closed, but the development of the project after the team joined Google is still unknown.
In addition, the specific amount of Google’s acquisition of the startup was not reported by foreign media.
According to reports, in the past year, the above-mentioned organizations have cooperated with more than 80 audio content production teams to launch hundreds of audio stories and other content.
The audio content or podcast market is actually created by Apple ("Podcast" Pod, referring to Apple's music player), but the development of this market has remained unsettled. In the era of smartphones, the audio market has once again caught the attention of technology giants. Today's consumers can use the app in their smartphones to enjoy a variety of audio programs on the go, anytime, anywhere, eliminating the hassle of downloading to the local area in advance.
In the Chinese Internet market, audio programs such as the Himalayan FM have appeared, and some production agencies or celebrities may even offer fee-based services. The audio app has further weakened the influence of traditional radio stations.
In the global market, music streaming media SpoTIfy also entered the audio market before. Previously, SpoTIfy recruited the CEO of "Maker Studio", Courtney Holt, who was in charge of the audio department. SpoTIfy also works with a number of radio stations in the United States to aggregate its programming content into its own platform.
According to reports, Internet companies have high hopes for the audio market, in addition to promoting the aggregation platform, and even invested money into the original audio program. Earlier this year, Google announced that it would invest in the original audio program "City Audio Track", which is similar to the BBC's "Desert Island CD", focusing on the lives of artists or ordinary people, as well as important moments and stories that affect their lives.
According to analysis, in the music streaming market, the majors have generally won 30 to 40 million songs from several major music companies, so the music content is similar, and various companies are developing differentiated functions, and audio content becomes theirs. A new field of force. In addition, Apple Music pays attention to original film and television programs, hoping to attract more consumers to register for paid members.
According to reports, the audio content market will bring new opportunities for online advertising. According to the agency's forecast, in 2017, the global audio advertising scale will increase by 85% to reach 220 million US dollars. According to Bloomberg, 15% of Americans listen to audio content once a week, and another quarter listen to it at least once a month.
It is well known that the length of a song is generally about three minutes, while the audio program plays for a longer time, is more sticky to the user, and has a greater advertising revenue opportunity.
According to media forecasts, with the richer content production, the major music streaming giants in the future may launch a lower-priced independent audio content monthly service. In music content, online companies need to submit more than half of their income as a royalty to music companies, resulting in high membership fees. However, most audio content comes from organizations or individuals, and is actively uploaded to the aggregation platform, so the cost is lower than music.
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