移动互联时代有声书的开拓与走向

The Development and Trend of Audio Books in Mobile Internet Era

随着移动互联网的发展和智能终端的普及,以客户端为代表的网络平台成为用户最大的信息入口,传统的阅读方式让位于屏读。听书成为一种摆脱时间、空间限制,获取知识的便捷方式,有声书成为如同音乐一样的伴随品。美国、英国、德国等国家有声书起步早,市场规模庞大。我国的有声书起步晚,但发展迅速,丰富了图书的版权形态、重绘了图书的市场版图、重构了图书的生产机制并重新定义了用户。在未来还有较大发展空间的巨无霸式的聚合音频平台、有声书平台与专业型有声书平台将共生并存,达到动态平衡,有声书在内容生产方面将走向专业、独立,盈利模式将更加多元,精准推送是黏住用户的重要手段,但精准、细分的类目建设更为重要。

With the development of mobile network and popularization of intelligent terminal, Network platform represented by the client is the biggest using entrance. The traditional reading is making place for screen reading. With the development of audio platform, listening to storytelling will be a kind of convenient way to access to knowledge beyond the space and time. Audio books will be a kind of accompanying input like music. Audio books has started earlier in USA and Germany. The size of the market is huge. In China, audio books has started later and developed rapidly. The copyright of books has been enriched. The market landscape has been redrawn. The production mechanism of books has been constructed again. The client has been defined again. It will have more development space in future. The platform of the aggregation of audio like Big Mac will co-exist with the platform of audio book and platform of professional audio book. Its content production will move towards profession and independence. Its profit model will be more multivariate. Accurate delivery will be the important methods to stick to the users. The accurate and segmentation of category is more important.