[Chinese keyword] Golden age in "ear economy" that uses gap time | Nikkei BP General Research Institute

　In Japan, radio listeners are rapidly increasing.Due to the influence of the new colon virus, self -restraint, closing schools, and teleworks have expanded, and there are more opportunities to hear radio at home.The same is true in China that the "ear economy", which is a medium -to -medium -based voice, is expanding like a radio.From 2019 to 2020, the number of users in the online audio market has increased by more than 10 %, and 70 % of users have charged.Many players have entered the market, and they are chewing.(Nikkei BP General Research Institute)

　Recently, Koma Koma (Himalaya), who aims to be the largest voice platform in the stock market, has filed a new stock (IPO) application to the US Securities and Exchange Commission, and is planning to list it on the New York Stock Exchange.I did.The voice SNS "Clubhouse" and the music distribution giant "Spotify", which are two major speech platforms in the United States, are fighting fierce in the field of voice platforms.Facebook, a major US SNS, has recently announced plans to launch multiple new products on the theme of voice SNS.Before that, Apple was considering launching his own paid high -level voice platform service.

　A major company has moved to a speech service and has begun to pioneer this field, and the huge business, which has an "ear economy", has gained momentum.As the number of scenes that users use for a long time, such as smart homes and in -vehicle Internet (IOV), have increased, audio content and usage scenes have been shown in the last few years.

　If you attach the earphone and open the "Hearing" app, the content that comes from your ear will forget the loneliness on your way to work.I listen to music, and on the way back, listen to sketch comedy ... In recent years, more and more people have used broadcasting stations.In particular, since last year, the entertainment needs of many people have moved to online due to the new colon virus infection, so the number of app users to watch online has increased further, focusing on "listening" apps.The online voice platform has reached an explosive growth period.

　"Listening" has become a trend, and the "ear economy", which is a medium, has developed rapidly, and has become a darling in the era of the development of the "viewing market".

　According to data compiled by the Ai Medical Advisory, the 2019 online audio market has reached 489 million, reaching 542 million in 20 years.More than 70 % of these have said that they have paid online voice platforms, showing the potential of the development of "ear economies."

　According to data from the company information site, in 2011-19, the number of registrations of Chinese audio-related companies increased year by year, exceeding 2,000 companies for the first time in 2014, exceeding 5,000 in 2017.In 2019, it reached the highest ever 7544 companies.In 20 years, the number of registrations fell 33 % year -on -year due to the significant change in capital environmental changes.

　The audio has the characteristic that "it comes into your ears without being conscious of hearing", so it is increasing its value in this era.Unlike "seeing", you have to focus on your body and spirit, so you can do something else while listening.In today's rhythm, you can catch information without using your eyes to use the gap time.

　From conventional broadcasting stations to comics, radio dramas, audiobooks, talk shows, and various paid knowledge content, content in each field gather on online voice platforms, which exceeds the age and industry.Is incorporating.

　According to the data of the Ai media advisory, the five major usage scenes of online audio in China are during, on the way to work, during a walk, during the housework, and lunch breaks before going to bed.In addition, the percentage of people listening to online audio during training, travel, business trips, studying and working exceeds 20 %.At night, the pace of users is even faster.According to the Himalayas data, more and more users are listening to online audio in the car during the chorge at night, before going to bed.Of the people who use Himalayas at night, the proportion of "00 (born in the 2000s)" and "80s (born in the 1980s)" is high, "after 00" is 23.53 % and "after 80" is 40.46 %.It is said to be occupied.

　Men have reached 56.6 % of the audio book users, clearly exceeding women.The keywords that talk about users are "highly educated", "youth", and "two-line cities", 26-30 years old, 29.1 %, 31-40 years old, 34.9 %, and among the sides and two-line cities.Residents accounted for nearly 75 %, and 58.7 % of graduates and above graduates reached 58.7 %.

　Both are the products of the Internet, but the voice platform has been pushed online, especially short videos.Last year, when the growth of the video industry became peak, the market eyes were finally suitable for voice platforms.Compared to the video industry, voice platforms have much lower hurdles facing people who enter, such as equipment necessary for content production.Introductory hurdles are lower.Therefore, the sender of the voice platform does not need to spend a lot of money, time, or energy outside of content, can concentrate on content production, save costs for distribution from platforms, and have a better funding.You can hit the production.

　In addition, unlike the content where video viewing is flowing, the audio platform is immersive, the recipient enters the public audio space, listens carefully about the content, and thinks about the theme that the sender picks up at the same time.。Many people in the world of audio do not come and go frequently and listen to a large content to the end.In addition, the loyalty to the platform you choose is often exceeded other streaming platforms, seeking a more personal and deep emotional connection between the senders.

　Comparing the content, short videos are generally consumed, but the audio platform is a long audio, and it has the characteristic that it continues like an audio book (radio drama).Therefore, compared to short videos and music, many users incorporated by voice platforms are highly educated, high -income groups (68 % in the United States and 59 % in China), and the royalty for platforms is high.It is characterized by its high intention of joining paid services, and it can be said that the voice platform has provided a wide range of stable basics in expanding the business market.

　Of course, compared to videos, the most competitive advantage of the audio platform is that you can enjoy it anywhere, not in front of the display.A voice platform will release users from a fixed place or in front of the display, remove physical constraints when using content, and release your eyes from the screen.

　Not only voice platforms and audio books, but also "ear economies" are also new vitality in the SNS field.Before the 2001 (Lunar New Year, February 12), Tesla's Eulon Musk's highest executive (CEO) became a "live commerce", so the voice SNS app clubHouse has become very popular around the world.Later, several Chinese club houses appeared.First, the visitor released the dialogue application "Dialogue?"Later, after the 7 -day service was suspended, the small rice was released, and it became an audio exchange app for enthusiasts.After that, Ameun Music released the built -in module "Kankan", and also announced the voice SNS application "Squipper".

　According to a research report from the Nin -securities, the clubhouse is a celebrity and top stars in each industry, constantly launching high -quality audio content, maintaining high levels, and at the same time, has begun to use it.Currently, major overseas online audio SNS platforms are attacking in subdivided areas.It seems that the development model, which is small but excellent, is more likely to stand out.

　With the development of technology, smart hardware such as voice and car equipment, smart home, smart speakers, smartwearable devices, etc. have been linked, and sounds have spread to various situations of living, making it an "ear economy".It brought the potential of further development.

　Even if it is 5G, the use of devices such as automatic driving cars, smart cars, IOVs, and smart home and smart homes all provide energy to the market competition of the voice platform. For example, the features of 5g ultra -high speed, low delay, and mass connection are further faster the voice platform upload and download, further stabilize the connection, and make consumption more convenient. Smart cars have greatly improved safety, making users more free and comfortable. At the same time, IOV technology enables unstable switching between terminals with different online music platforms, making user content more fun. Smart speakers and smart homes enable interacting with audio, and the usage scenes in the indoor space of the audio platform are expanding along with improving sound quality and performance. (Source: People's Network Japanese version)

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