国外播客平台的广告运营策略研究——以Spotify为例

Research on Advertising Operation Strategies of International Podcast Platforms—A Case Study of Spotify

摘要: 随着国内播客的不断爆火，用户规模与内容产能迅速扩张，其市场之间、平台之间、创作者之间的竞争逐渐激烈，但其商业化进程却面临困境，内容繁荣与产业滞后产生矛盾，因而播客的广告运营策略创新也尤为重要。相对于国内播客，国外播客发展更早，平台生态与商业化模式相对成熟，其经验对国内播客商业化具有重要参考价值，因而，本文是以国外播客平台为研究对象，从播客平台视角出发，分析国外的播客平台在广告运营方面的成功实践、占据的技术优势、系统优势和平台优势，并希望能够为国内目前存在的播客商业化难题提供一定的借鉴。

Abstract: With the surge in popularity of domestic podcasting, both user scale and content production capacity have expanded rapidly, intensifying competition across markets, platforms, and creators. Nevertheless, its commercialization process confronts significant dilemmas, as content prosperity stands in tension with industrial stagnation, rendering innovation in podcast advertising operation strategies particularly imperative. Relative to domestic podcasting, international podcast industries developed earlier, featuring relatively mature platform ecosystems and commercialization models whose experiences offer significant reference value for domestic podcast commercialization. Accordingly, this study takes foreign podcast platforms as its research subject. From a podcast platform perspective, it analyzes successful practices in advertising operations, as well as the technological, systemic, and platform advantages held by international podcast platforms, aiming to provide referential insights for resolving current commercialization challenges in China’s podcast industry.