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  • 作者: 音樂地圖
  • AMAZON 正在投資播客以挑戰SPOTIFY


    ◎ AMAZON於2008年以3億美元的價格收購有聲讀物服務Audible,準備在原創播客內容上花費數百萬美元,以挑戰Spotify在播客的主導地位。
    ◎據Bloomberg報導引述知情人士的話說,對於潛在的“Audible Originals”,該公司每場演出的價格從幾十萬美元到幾百萬美元不等。
    ◎Audible多年來一直在投資原創內容,但現在正在優先考慮名人主持人和節目,這可以擴大其聽眾範圍。Audible已經從喜劇演員(Kevin Hart)和(Tiffany Haddish)以及紀錄片製片人(John Battsek)手中購買了節目,將與斥資約6億美元的Spotify競爭。
    ◎Spotify的播客相關交易包括去年收購Anchor FM(1.54億美元),Gimlet Media(1.95億美元)和Parcast(5500萬美元),以及Bill Simmons的體育播客The Ringer(至多1.96億美元)。另外,Spotify日前剛達成了一項價值1億美元,為期多年的(Joe Rogan)許可協議,這使Spotify的播客支出達到了10億美元的四分之三。
    ◎除了Audible推廣播客外,Bloomberg還報導,在接下來的幾個月中,播客將被添加到Amazon Music的應用程式中。報告指出,兩個Amazon擁有的平台上與播客相關的動作“已經使一些製作人和播客網絡混淆了”。同時,根據新聞網站Axios 5月26日發布的報告,消息人士稱,Amazon正在尋求投資本地化的體育和新聞播客內容。Axios表示,Amazon投資潛在的本地播客背後原因之一,可能是因為它想進入當地廣告市場,光在美國,該市場的價值就超過1500億美元。


    Amazon-owned audiobook service Audible, which was acquired by the retail and tech giant for $300m in 2008, is aiming to challenge Spotify’s growing dominance in the podcast business by preparing to spend millions of dollars on original podcast content.
    That’s according to Bloomberg, which, citing people familiar with the matter, states that for prospective ‘Audible Originals‘, the company “is offering anywhere from a few hundred thousand dollars to a few million dollars per show”.
    As noted by Bloomberg, Audible has been investing in original content for a number of years, but “is now prioritizing celebrity hosts and shows that can help broaden its audience beyond the avid audiobook listener”.
    The report adds that Audible has already bought shows from comedy talent Kevin Hart and Tiffany Haddish, and documentary producer John Battsek, which form “part of a new, multimillion-dollar shopping spree,” to compete with Spotify, which has spent approximately $600m on podcast-related acquisitions in the past 18 months.
    Spotify’s podcast-related deals include acquisitions of Anchor FM ($154m), Gimlet Media ($195m) and Parcast ($55m) last year, plus Bill Simmons’ sports podcast The Ringer (up to $196m) in Q1 2020.
    Plus, there was last week’s $100m, multi-year Joe Rogan licensing deal, which reportedly takes SPOT’s podcast spend up towards the three-quarters-of-a-billion dollar mark.
    Alongside Audible’s push into podcasts, Bloomberg also reports that in the coming months, podcasts will be added to Amazon Music’s app, with the report stating that the concurrent podcast-related moves on two Amazon-owned platforms “has confused some producers and podcast networks”.
    Meanwhile, according to a report published by news site Axios on Tuesday (May 26), citing sources, Amazon is looking to invest in localized sports and news podcast content.
    The report adds, again, citing sources, that Amazon “is using its venture arm tied to voice innovation, the Alexa Fund, to invest in local podcast companies” and that “Amazon sees a strategic advantage in podcasts by leveraging Alexa voice tech to help users discover personalized content”.
    Axios suggests that one reason behind a potential localized podcast play from Amazon could be because it wants to “tap in” to the local advertising market, which is valued at over $150 billion in the US alone.