從行銷面探討播客趨勢發展——以台灣前十大Podcast頻道為例

2019年疫情爆發，居家辦公及隔離等防疫政策，人們對於社群平台依賴性提升，COVID-19疫情肆虐的推波助瀾下，也因近年自媒體經濟的蓬勃發展，Podcast節目如雨後春筍般推出，聲音社交平台Clubhouse於2020年上市席捲全球，「聲音經濟」為時下新風口，亦同時為廣播音頻市場開出一條新路。本研究彙整11個網路媒體自2021年至2023年所發布的文章報導進行統計，文章內中皆根據各Podcast平台其點閱率、訂閱率、分享率、當週熱門節目等參考因素排行進行綜合排行，最終彙整出十個台灣Podcast頻道。本研究目的如下：(1)以消費者面探討台灣前十大Podcast頻道其魅力因子；(2)透過問卷調查結果進行迴歸分析，並給予創作者建議；(3)根據研究結果導引出廣播音頻其趨勢發展。研究方法使用個案研究法、深度訪談法及問卷調查法。透過訪談十位Podcast聽眾及三位非聽眾者，礙於各Podcast平台未公布收聽次數，本研究以各頻道上傳至YouTube之觀看次數較高的精華片段作為研究樣本，且進一步進行個案研究。將深度訪談內容撰寫逐字稿，並加以繪製評價構造圖彙整出其魅力因子，篩選出提及次數較高的關鍵詞並進行問卷設計。問卷調查結果透過SPSS進行信度、效度、線性迴歸等統計分析。研究結果得出以下三點結論：(1)內容為王的後疫情時代；(2)時下新風口的聲音經濟；(3)廣告音頻的生存之道。問卷調查結果透過SPSS進行統計分析可得知，創作者藉由滿足「情感體驗」、「思考體驗」及「關聯體驗」，上述三個構面其中的條件，即可影響到「行動體驗」中，聽眾持續聆聽Podcast次數增加、推薦親友聆聽，及提升聽眾深入瞭解置入產品或服務資訊的意願。聽眾在進行聽覺的沉浸式體驗，進入心流狀態的同時，創作者們能夠提升節目的收聽率，及吸引品牌商置入行銷。此外，現代人仍習慣透過視覺接收資訊，而現代主流趨勢虛擬實境(VR)、擴增實境(AR)、混合實境(MR)以及近年興盛的元宇宙等，仍保留「視覺」元素，Podcast為近五年來興起的新興市場，主要滿足聽覺上的感官饗宴。反之，相較於影像及文字，聲音能夠感受到較多情緒，使聽眾有放鬆、陪伴、沉浸等容易進入心流狀態的情緒感受。長年以視覺接收資訊的習慣不易改變，而創作者們仍不斷創新、設計別出心裁的創作內容，以創新思維給予聽眾不同於以往的感官享受，廣播音頻此市場仍逐日增長。隨著行動科技進步，消費者能隨時隨地的選擇服務，品牌方亦能夠達到即時行銷之理想。故本研究認為Podcast會持續發展，亦成為現代人的有聲書及放鬆的管道。

In 2019, with the outbreak of the pandemic, home office and quarantine measures, and people's increased reliance on social media platforms, COVID-19 pandemic fueled the rapid development of the self-media economy. As a result, podcast programs have sprung up like mushrooms after the rain. The social audio platform Clubhouse launched in 2020, sweeping the globe and establishing "audio economy" as the new trend, opening a new path for the broadcast audio market. This study compiles and analyzes articles published by 11 online media outlets from 2021 to 2023. The articles were based on various factors such as view counts, subscription rates, share rates, and weekly popular programs of different podcast platforms. Ultimately, a comprehensive ranking of the top ten Taiwanese podcast channels was compiled. The objectives of this study are as follows:(1)To explore the charm factors of Taiwan's top ten podcast channels from a consumer perspective.(2)To conduct regression analysis through questionnaire survey results and provide suggestions to creators.(3)To derive the trend development of the broadcast audio market based on the research findings. The research methods used include case study, in-depth interviews, and questionnaire surveys. Ten podcast listeners and three non-listeners were interviewed. Due to the unavailability of listening count data from podcast platforms, the research used the high view count highlight clips uploaded to YouTube as research samples for further case study. The in-depth interview content was transcribed verbatim, and an evaluation structure diagram was drawn to summarize the charm factors, filtering out frequently mentioned keywords for questionnaire design. The questionnaire survey results were analyzed using SPSS for reliability, validity, and linear regression. The research conclusions are as follows: (1)Content is king in the post-pandemic era.(2)The audio economy is the new trend.(3)The survival path of advertising audio. The statistical analysis of the questionnaire results using SPSS reveals that creators can influence the "action experience" including increased podcast listening frequency, recommending podcasts to friends and family, and enhancing listeners' willingness to learn more about embedded product or service information by satisfying the conditions in the three dimensions of "emotional experience," "thinking experience," and "relational experience. "Listeners engaging in immersive auditory experiences and entering a state of flow enable creators to enhance program listenership and attract brand sponsors for embedded marketing. Moreover, modern people are still accustomed to receiving information visually, and mainstream trends such as Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR), and the recently popular Metaverse still retain visual elements. Podcasts, which have emerged in the past five years, primarily satisfy auditory sensory experiences. In contrast, compared to images and text, sound conveys more emotions, allowing listeners to feel relaxed, accompanied, and immersed, easily entering a state of flow. The habit of receiving information visually over many years is hard to change, yet creators continue to innovate, designing unique content to provide listeners with sensory experiences different from the past, leading to the growing broadcast audio market. With the advancement of mobile technology, consumers can choose services anytime, anywhere, and brands can achieve real-time marketing. Therefore, this study believes that podcasts will continue to develop, becoming audiobooks and a relaxation channel for modern people.