Do they make business sense?

它們有商業意義嗎？

One popular streaming service is betting, but not promising that they do.

一個流行的流媒體服務是博彩，但不承諾他們做。

Spotify wants to be known for more than just music.

Spotify希望為人所知的不僅僅是音樂。

Our goal is to be the largest global audio network.

我們的目標是成為全球最大的音頻網絡。

It's investing big in a whole new area.

它在一個全新的領域大舉投資。

Podcasts From The New York Times I'm Michael Barbaro.

紐約時報的播客 我是Michael Barbaro。

This is a daily I'm Steve Inskeep with Noel King, and this is up first from NPR News people associate Spotify with music, So why move into podcasts?

這是一個日常的我是史蒂夫-英西普與諾埃爾-金，這是第一個從NPR新聞人們將Spotify與音樂聯繫在一起，那麼為什麼進入播客？

You can't deny that podcast has now become a very important factor in peoples audio experience.

你不能否認，播客現在已經成為人們音頻體驗中一個非常重要的因素。

The idea is for us to have a seamless platform across music and podcasts.

這個想法是讓我們有一個跨音樂和播客的無縫平臺。

The streaming giant bought gimlet media anchor and Park cast three popular podcast companies for nearly $400 million.

流媒體巨頭以近4億美元的價格收購了微信媒體主播和樸投三家熱門播客公司。

Ah, large price tag.

啊，大標價。

Considering the entire podcasting industries, ad revenue was less than half a billion dollars in 2018, but the podcast industry is young and growing fast.

考慮到整個播客行業，2018年的廣告收入不到5億美元，但播客行業還很年輕，發展速度很快。

We recently announced something new for iTunes and iPod, and it's called Podcasting has been described a lot of different ways.

我們最近宣佈了iTunes和iPod的新東西，它被稱為Podcasting已經描述了很多不同的方式。

One way has been, uh, Tebow for Radio Apple.

一種方式已經，呃，特波為蘋果電臺。

Had you guys be a little bit in terms of the timeline they got into podcast in 2005, and as a result, most people go to Apple.

了你們在時間軸上的一點他們在2005年進入播客，結果大部分人都去了蘋果。

So how are you guys gonna change that?

那麼，你們要怎麼改變這種狀況呢？

It's only been about two years, and we're already seeing 10% of our user base.

才兩年左右的時間，我們的用戶量已經佔到了10%。

Listening to podcasts were also very much dedicated to creating an atmosphere where creators, producers, writers want to be here exclusively, and so being able to offer an experience where they can not only make podcasts get the data and insights that they need and then, in addition to that exposed their podcast globally to a much larger audience is going to be a big game changer for us.

傾聽播客也非常致力於營造一種氛圍，讓創作者、製片人、作家都想在這裡專心致志，所以能夠提供一種體驗，讓他們不僅可以做播客獲得他們需要的數據和見解，然後，除此之外，在全球範圍內將他們的播客暴露給更多的觀眾，這對我們來說將是一個很大的遊戲改變。

Season four of Startup is almost here, and we're starting off with some episodes about the company that makes this podcast gimlet.

創業》第四季馬上就要到了，我們先來介紹一下製作這個播客篾片的公司。

Media Alex Bloomberg co founded Gimlet and spent four years building it into one of the most popular podcast studios, launching hit Siri's like homecoming reply all and heavyweight.

媒體亞歷克斯-布隆伯格共同創立了Gimlet，並花了四年時間將其打造成最受歡迎的播客工作室之一，推出了熱門的Siri，如回家回覆所有和重磅。

When Spotify first approached him, he was nervous.

當Spotify第一次與他接觸時，他很緊張。

It's a heavy thing to sort of like build a business and then sort of like hand over the reins.

這是一個沉重的事情，有點像建立一個企業，然後有點像交出韁繩。

Ultimately, it was the access to Spotify is resource is that sealed the deal for him.

最終，是接入Spotify是資源是為他達成了交易。

We just have so much more understanding of our audience and how they consume podcasts in the old world.

我們只是對我們的閱聽人以及他們在舊世界中如何消費播客有了更多的瞭解。

People download the podcast and then you don't know what happens to it.

人們下載了播客，然後你不知道它會發生什麼。

You don't know when they listen to it, how much they listen to if they even listen to it, and you don't know what else they've listened to.

你不知道他們什麼時候聽，聽了多少，如果他們甚至聽了，你也不知道他們還聽了什麼。

You don't know what their habits are.

你不知道他們的習慣是什麼。

You can't sort of make any sort of assumptions about like, Well, if they listen to this, then they'll also listen to the thing that we're making.

你不能做任何類型的假設 關於喜歡，好吧，如果他們聽這個， 那麼他們也會聽 我們正在做的事情。

You're just blind and so as part of Spotify because it's this platform of of users you can sort of see, like this group listens to this this music and they like this kind of podcast.

你只是盲目的，所以作為Spotify的一部分，因為它是這個平臺的用戶，你可以看到，像這組聽這個這個音樂，他們喜歡這種播客。

That's one of the biggest advantages.

這也是最大的優勢之一。

For now.

目前來說

Spotify Eyes Bet seems to be paying off.

Spotify眼睛的賭注似乎得到了回報。

Podcast listeners spend nearly twice as much time on the platform than just music listeners.

播客聽眾在平臺上花費的時間幾乎是音樂聽眾的兩倍。

Eventually, the company expects 20% of all listening on the platform to be something other than music.

最終，該公司希望平臺上20%的收聽內容是音樂以外的東西。

Our product teams have been working tirelessly to be able to deliver personalization to users on the podcast side, the same way we dio on the music side.

我們的產品團隊一直在不懈努力，希望能夠在播客端為用戶提供個性化的服務，就像我們在音樂端一樣dio。

Even Spotify says it can't guarantee it will make a profit from podcasting.

連Spotify都說不能保證能從播客中獲利。

But for Ostrov, it's all about betting on the future.

但對於奧斯特洛夫來說，這就是在賭未來。

The younger generation has really taken to it, and I always say where the young people go, the older people follow.

年輕一代真的已經習慣了，我常說年輕人走到哪裡，老年人就跟到哪裡。