Digital reading ushered in the era of "listening"

Not long ago, the first global "Harry Potter" officially authorized Chinese sound book to be officially launched in Himalayan, which took nine months of polishing. The original "Harry Potter" novel, which is original and uncut, has become another new topic of sound book boom.

With the emergence of podcasts and audio models, diversified digital reading methods such as listening to books, video lectures have gradually emerged, and the domestic audio book industry has ushered in new development opportunities.

Science and technology empowerment reading method iteration upgrade

The sound book translates the text of the book into audio through the voice actor and professional recording producer. The reader does not need to mobilize the vision, and it can achieve the purpose of reading by hearing. Under the impact of the wave of science and technology, the earliest emerging reading method from paper reading is online reading, that is, e -books. However, with the continuous advancement of technology and empowering science and technology, the reading method has also been rapidly updated, and sound books have emerged. At present, it has become an important part of nationally digital reading. The results of the 19th National National Reading Survey showed that the national proportion of the "Moving Audio APP Platform" listening to the book is relatively high, which is 17.9%; 11.2%of people choose to listen to the book through the "WeChat public account or applet"; 10.8%of the 10.8% People choose to listen to books through "smart speakers"; 8.9%and 5.7%of people choose to listen to books through "broadcasting" and "sound readers or voice readers".

"The popularity of sound books and the popularity of the Internet, technological progress, and the development of the entire scene equipment are inseparable. As the sound can penetrate into the user's life through more scenes, listening to the book naturally becomes part of people's lives. "Himalayan said in an interview with this reporter.

The reporter saw on the Himalayas 'voicebook pages that the number of best -selling listening books on the platform is more than billions of times, and the first place was nearly 8 billion times. Its netizens' comments also reached tens of thousands. The popularity of the audio book market is evident.

Strong and strong joint release of IP extension value

"Comprehensive Annual Analysis of the China Audio Market 2022" provided by Observatory analysis shows that in the market environment with rapid growth of audio books, in the online audio industry TOP15 APP last year, Tomato listened to 31 — 31 35 -year -old users, ranking more than the shoulder dragonfly FM, lazy listening, etc.

"In the IP operating ecosystem, sound books have become one of its main points in terms of sound communication. It not only releases the IP value of multiple cultural industries, but also promotes the digital transformation of many publishing companies." The reporter said that the publisher expanded the industrial boundary through the liquidity of the book, and realized the transformation from paper publishing to digital publishing to emerging content formats; and the cooperation between audio platforms and publishers can effectively develop the IP of the work and touch the work of the work, touch it, and touch it. Dache wider user group.

In this regard, Himalayan also said that the company has been with CITIC Publishing House, Railway Books, Fruit Mai Culture, Translation Lin Publishing House, Qingdao Publishing House, China Women's Publishing House, Shanxi Publishing Group, etc. The leading online literature platform reading group, including more than 140 heads of head network literature platforms, reached cooperation. The published audio books include popular online literature and traditional publications, and have a wide range of genre.

In addition to books, as the copyright owner pays more and more attention to the overall life cycle value of the IP, a large number of film and television drama IP and anime IP have also been adapted into audio books to release extension value. For example, the TV series "The World", which was broadcast some time ago, was welcomed by consumers on the hearing and Himalayas. After watching the TV series, everyone chose to experience the charm of the original novels by listening to books.

Users who pay more than 80%of knowledge payments to buy members

Against the background of cooperation between audio platforms and publishing houses to expand ecological layout, audio publishing books have become one of the main income methods of the platform. "Comprehensive Annual Analysis of the China Audio Market 2022" provided by Observatory analysis shows that users have generally established awareness of paying for audio content, and audio books are one of the most popular paid content types for audio users. Among the users who have listened to audio books, more than 42%of people have had paid experience in the past year.

"In order to listen to" Harry Potter ", I spent 218 yuan for a year of Himalayan VIP members." Ms. Wang, Ms. Wang, told this reporter that this is not the first time she recharges. Previously, in order to listen to the "full -time masters "I have also recharged members." In the past, there was a co -branded member of the Himalayan. After recharge, the membership rights and interests of other platforms were presented, and it was very worthwhile. "Talking about why I would like to spend money to buy members to listen to a voice book. The method is to listen to the novels downloaded with Baidu Cloud Pan, but "AI's ruthless reading makes people sleepy, sometimes it is a bit embarrassing."

Methods to further promote the reading of the whole people

Since 2014, the national work reports of the two national sessions have been required for the nation's two consecutive years. Except for "vigorously promoting the reading of the whole people" in 2017, the rest of the year required "advocating the reading of the whole people", the requirements of the national work report of the National Two Council in 2022 have changed significantly, that is, "further promoting the reading of the whole people." Today, with the continuous development of digital reading, multi -form and various types of reading methods have become a powerful push for the reading of the whole people.

"We prefer emotional works, suspense reasoning works, historical works, and classic masterpieces in our platform. These are very popular types of audio books. Among them, emotional works and other related content are the highest listening rates." In the interview, the lychee APP stated that the diversified reading form gives consumers more reading options, and different reading methods such as online reading, listening, and video reading have also brought new development motivation to the digital reading industry Essence "Listening to books and reading are reading methods, and the two are not conflicting." Himalayan explained to this reporter that the scenes applied to the book and reading are different from the experience brought. , Even empowering each other, "For example, many readers who have read the novel of" Harry Potter "are still willing to pay and listen to audio books, enrich their experience of the work, and sound books can listen simultaneously when consumers do other things simultaneously when they do other things. The requirements of the scene are lower and the companionship is stronger. On the other hand, many people who listen to audio books will want to buy paper books and repeatedly reflect the works. To this end, we also provide one of the relevant audiobook albums. The key to enter the paper book purchase page service will bring users a more comprehensive and convenient content consumption experience. "

Himalayan believes that with the continuous enrichment of sound books, the continuous improvement of the user experience, the development of the Internet of Things technology and the further expansion of sound application scenarios, the future listening books will be side by side with traditional reading, online reading, video reading, etc. Help the country's reading project deeply.

Text | This newspaper intern reporter Hu Jing

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