- Joe Rogan, one of the world's most popular podcasters

- 喬-羅根，世界上最受歡迎的播客之一。

is making his show,

正在做他的節目。

The Joe Rogan Experience, a Spotify exclusive.

喬-羅根體驗，Spotify獨家。

This is huge industry changing news.

這是一個改變行業的巨大新聞。

The show hasn't even been available in Spotify

這部劇還沒有在Spotify上播放呢

up until this point,

至此，。

and the company is reportedly spending

而據報道，該公司正花費

potentially more than $100 million to bring it over.

可能超過1億美元將其引進。

This means that if you wanna listen to The Rogan Show,

這意味著，如果你想聽羅根秀，

you're going to have to download Spotify.

你必須下載Spotify。

Now, you probably think more of music than podcasting

現在，你可能認為更多的音樂比播客

when you hear Spotify's name,

當你聽到Spotify的名字。

but this Rogan deal is actually

但這個羅根交易實際上是

an essential part of the company's plan

綱領性文件

to become the biggest name in audio.

以成為音響界的重量級人物。

To understand why,

要明白為什麼。

we have to look at the big picture.

我們要從大處著眼。

Spotify made its podcasting ambitions known

Spotify將其播客的野心昭然若揭

in 2019 with three acquisitions.

在2019年，通過三次收購。

Basically back-to-back,

基本上是背靠背。

it bought two podcast networks,

它買了兩個播客網絡。

Gimlet Media and Parcast,

Gimlet Media和Parcast。

and a podcast creation company called Anchor.

和一家名為Anchor的播客創作公司。

All together, the company spent around $400 million

總的來說，該公司花費了約4億美元

for those three companies combined.

這三家公司的合計。

Then this year, it also acquired The Ringer

然後在今年，它還收購了《響噹噹》。

and Bill Simmons Flagship show

和比爾-西蒙斯旗艦秀

for reportedly around $196 million.

據報道，約為1.96億美元。

The team spent a lot of money all in an effort

球隊花了很多錢，都是在努力

to lock down some of the industry's top content,

來鎖定一些行業的頂級內容。

committing it to Spotify's library,

將其提交到Spotify的庫中。

but Spotify attempted exclusives

但Spotify試圖獨家

with big name record releases

與大牌唱片發行

and the strategy failed years ago.

而這個戰略在多年前就已經失敗了。

So why is it investing so much in podcasts now?

那麼為什麼現在對播客的投資這麼大呢？

It's about getting people to use it to app.

就是要讓人們用它來應用。

Similarly to how Amazon knows the items

類似於亞馬遜如何知道商品

people most want to buy

最想買的人

and develops its own products around that data.

並圍繞這些數據開發自己的產品。

Spotify knows what content listeners search for the most,

Spotify知道聽眾搜索最多的內容是什麼。

and that data informs it's purchasing decisions.

而這些數據為它的採購決策提供了參考。

The company said when it bought Rogan show,

該公司表示，當它買下羅根秀。

that it was one of the most searched podcasts.

它是搜索量最大的播客之一。

It needed the show to become the go to place for listening

它需要這個節目成為收聽的首選之地。

and this is critical.

而這一點至關重要。

Rogan show is free to listen to.

羅根節目是免費聽的。

People don't need Spotify Premium to hear or watch it.

人們不需要Spotify Premium來聽或看。

Instead, they pay with their data.

相反，他們用數據來支付。

Spotify also doesn't need people to subscribe

Spotify也不需要人們去訂閱。

because it makes money in a more traditional way too.

因為它賺錢的方式也比較傳統。

- [Announcer] This episode the podcast

- [播音員]這一集的播客

is brought to you by stamps.com.

是由郵票網為您帶來的。

This is...

這是...

We've been sponsored by stamps.com

我們得到了郵票網的贊助。

for seven years now.

七年了

It's amazing-- - There's never been

這是驚人的...

a single podcast company

單一播客公司

that sells ads, makes content,

賣廣告的，做內容的。

has a popular podcast player

有一個流行的播客播放器

and gives people the tools to create their own shows.

並給人們提供了創造自己節目的工具。

Spotify now has all of that.

Spotify現在已經擁有了所有這些。

It's just a question of getting people to use it.

這只是一個讓人們使用它的問題。

Big names like Joe Rogan,

像喬-羅根這樣的大人物。

bring people to the platform,

把人帶到平臺上。

but a large show library keeps them there.

但一個龐大的節目庫讓他們在那裡。

Spotify says it has more than a million podcasts available

Spotify說它有超過100萬個播客可用

and that during the first quarter of 2020,

並在2020年第一季度。

70% of shows were created with Anchor.

70%的節目是用Anchor製作的。

On top of all these acquisitions and deals,

在所有這些收購和交易之上。

Spotify also created new tech for generating playlist

Spotify還創造了生成播放列表的新技術。

and inserting ads.

並插入廣告。

It now algorithmically generates podcast playlists,

它現在通過算法生成播客播放列表。

and launched its own advertising tool

並推出了自己的廣告工具

called Streaming Ad Insertion,

稱為流媒體廣告插入。

which allows targeted ads to be placed into shows

可以在節目中投放有針對性的廣告

as people listen to them,

由於人們聽。

which again, relies on that critical user data

這又是依靠關鍵的用戶數據。

we talked about earlier.

我們之前談到的。

And then of course,

然後當然。

it launched video podcasts in app,

它在應用程序中推出了視頻播客。

which allows it to sway

這使得它可以搖擺

some of YouTube's popular podcasters,

一些YouTube的熱門播客。

over to its platform.

過其平臺。

Spotify sees a big opportunity for podcasts because for one,

Spotify看到了播客的巨大商機，因為一。

the competition isn't very strong.

競爭不是很激烈。

Apple, the biggest name in podcasting up until now,

蘋果，是迄今為止播客領域最大的品牌。

has mostly left its product alone,

已大多離開了自己的產品。

letting listeners freely come and go

信手拈來

and allowing all creators to upload their RSS feeds,

並允許所有創作者上傳他們的RSS源。

without Apple trying to own any show exclusively.

而蘋果卻沒有試圖獨家擁有任何節目。

It doesn't make its own shows right now

它現在不做自己的節目。

and it doesn't sell ads,

而且它不賣廣告。

which would go against

違背

its privacy oriented positioning anyway,

反正其隱私導向的定位。

Spotify can totally own this space.

Spotify完全可以擁有這個領域。

Even more importantly though,

不過更重要的是。

these exclusive podcasts cost Spotify a lot upfront,

這些獨家播客在前期花費了Spotify很多錢。

but they could pay off in the future.

但它們可能在未來得到回報。

Every time someone listens to a song on Spotify,

每次有人在Spotify上聽歌的時候。

the company has to pay the record labels for that listen.

該公司必須支付唱片公司的聽。

But with podcasts,

但與播客。

it deals with the creators directly.

它直接與創作者打交道。

In fact, with its exclusive deals and its own programming,

事實上，憑藉其獨家優惠和自己的節目。

it actually makes money off each listen

其實每聽一次就能賺一次錢

because of the ads it places.

因為它投放的廣告。

Now, I should say,

現在，我應該說。

Spotify Premium users still hear ads

Spotify Premium用戶仍能聽到廣告

in Spotify programming,

在Spotify編程中。

so the company is actually double-dipping

所以，該公司實際上是兩敗俱傷

with the revenue there.

與那裡的收入。

Podcast could be lucrative for the company,

播客可以為公司帶來豐厚的利潤。

which is why although it's spending

這就是為什麼雖然它的消費

hundreds of millions of dollars on tools and talent

數億美元的工具和人才

for its platform,

為其平臺。

it'll likely make that money back.

它很可能會把這些錢賺回來。

Midroll, another podcast ad network,

Midroll，另一個播客廣告網絡。

says advertisers can pay anywhere

說廣告商可以在任何地方付費

from $18 to $50 per 1000 listeners.

從每千名聽眾18元到50元不等。

Joe Rogan says his show reaches

喬-羅根說他的節目達到

190 million downloads per month,

每月1.9億次下載。

meaning he and his team could on the low end

這意味著他和他的團隊可以在低端

be making $3 million in revenue on ads per month.

每月要靠廣告獲得300萬美元的收入。

The bigger question is how Spotify's decisions,

更大的問題是Spotify的決策如何。

affect the broader podcasting industry.

影響更廣泛的播客行業。

It doesn't use RSS,

它沒有使用RSS。

so it controls the whole system,

所以它控制了整個系統。

including the data,

包括數據。

which informs not only its own purchasing decisions,

這不僅為自己的採購決策提供了參考。

but also its ad targeting.

但也是其廣告定位。

If the technology takes off,

如果技術騰飛。

we could live in a world in which podcast ads

我們可以生活在一個世界裡，播客廣告。

more closely resemble web ads,

更加近似於網絡廣告。

in that they're targeted to individual listeners.

在於它們是針對個別聽眾的。

This might be okay with some people,

這對某些人來說可能是可以的。

but others might worry about their privacy.

但其他人可能會擔心自己的隱私。

Podcast listening data is more sensitive than music,

播客收聽數據比音樂更敏感。

for example, because people listen to nice shows

比如說，因為人們會聽好聽的節目

about potentially telling topics.

關於潛在的話題。

Just as we've seen people on the broader web,

就像我們在更廣闊的網絡上看到的人一樣。

make decisions about where they browse

決定他們在哪裡瀏覽

or what email or messaging service they use,

或他們使用什麼電子郵件或資訊服務。

based on their privacy.

基於他們的隱私。

The same of might happen with podcasting.

同樣的可能發生在播客身上。

Podcasting was once equal across all platforms,

播客曾經在所有平臺上都是平等的。

but it now seems like there will be two podcasting worlds,

但現在看來，好像會有兩個播客世界。

Spotify versus everybody else.

Spotify與其他所有人。

Hey everyone,

嘿，大家好。

thanks so much for watching.

非常感謝你的觀看。

Make sure you check out our other big picture episode

請您一定要查看我們的另一集大圖片。

about how podcasting became as big as it is now

關於播客是如何變得像現在這樣大的。

and why everyone's talking about it.

以及為什麼大家都在談論它。

I hope you're all staying safe and healthy,

希望你們都能平安健康。

subscribe to the channel,

訂閱該頻道。

check out theverge.com,

看看theverge.com。

we got you.

我們得到了你。

Alright, bye.

好吧，再見。